Attribution Theory and Advertiser Credibility
Journal of Marketing ResearchPublished 1 May 1974
Robert B. Settle, Linda L. Golden
Citations184
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Consumer confidence in advertising claims and their expectancy of product value were experimentally measured under two conditions for five product ads. As suggested by attribution theory, when superiority was disclaimed for some product characteristics, confidence increased and value expectation equaled that obtained when all were claimed superior.
Keywords
Social SciencesBusiness, Management and Accounting