Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method

Purpose: To test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve decisions in other complex situations, such as those faced in engineering and medicine. Approach: Scores were calculated from t...

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Bibliographic Details
Authors: Armstrong, J. Scott 1937- (Author) ; Green, Kesten C (Author) ; Graefe, Andreas (Author) ; Du, Rui (Author)
Format: Electronic Book
Language:English
Published: 2016
In:Year: 2016
Online Access: Volltext (kostenfrei)
Check availability: HBZ Gateway