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- Title
INFORMATIONAL AND TRANSFORMATIONAL ADVERTISING: THE DIFFERENTIAL EFFECTS OF TIME.
- Authors
Puto, Christopher P.; Wells, William D.
- Abstract
This paper presents formal definitions of informational and transformational advertising, together with the theoretical foundations for each. A series of theoretical propositions outlining the differential effects of repeated exposures over time on each type of ad are given, scales for measuring the informational and transformational content of ads are proposed and empirically validated, and suggested areas for further research are discussed.
- Publication
Advances in Consumer Research, 1984, Vol 11, Issue 1, p638
- ISSN
0098-9258
- Publication type
Conference Proceeding