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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Detalles Bibliográficos

Autores principales:	Armstrong, J. Scott 1937- (Autor) ; Green, Kesten C (Autor) ; Graefe, Andreas (Autor) ; Du, Rui (Autor)
Tipo de documento:	Electrónico Libro
Lenguaje:	Inglés
Publicado:	2016
En:	Año: 2016
Acceso en línea:	Volltext (kostenfrei)
Verificar disponibilidad:	HBZ Gateway