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Testing the Hierarchies of Effects [microform] : A Path Analytic Approach / John V. Pavlik and Alex Stroker
Bib ID 5426752
Format BookBook, MicroformMicroform, OnlineOnline
Author
Pavlik, John V
 
Online Versions
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1983 
14 p. 
Summary

Traditional information processing (or high-involvement) models hold that cognitive change leads to attitude change which leads to behavior change. It has been suggested, however, that in many advertising situations, cognitive change can lead directly to behavior change, and that for many products advertising is a "low involvement" situation. In other words, a person need not like a product before he or she purchases it. A study used path analysis to compare the adequacy or ability of both the high- and the low-involvement models to predict advertising effectiveness for a pizza delivery service among a population of college students. Data were gathered from a random sample of 250 students living in undergraduate dormitories. Variables analyzed were (1) advertising exposure, (2) brand awareness, (3) brand knowledge, (4) attitude toward brand, and (5) brand purchasing behavior. Results indicated that for certain paths--the direct effects of exposure on cognitive and affective change, in particular--both high and low models of involvement provided a fairly good fit to the data. However, when the indirect effects were considered, the low-involvement model apparently provided a much better fit to the data. This was especially apparent when the total effects of product advertising were considered. (FL)

Notes

ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).

Educational level discussed: Higher Education.

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Advertising.  |  Behavior Change.  |  College Students.  |  Consumer Economics.  |  Goodness of Fit.  |  Higher Education.  |  Participation.  |  Path Analysis.  |  Predictive Validity.  |  Research Methodology.  |  Advertising Effectiveness
Form/genre Reports, Research.  |  Speeches/Meeting Papers.
Other authors/contributors Stroker, Alex, author
Available From ERIC 

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Members of Aboriginal, Torres Strait Islander and Maori communities are advised that this catalogue contains names and images of deceased people. All users of the catalogue should also be aware that certain words, terms or descriptions may be culturally sensitive and may be considered inappropriate today, but may have reflected the author's/creator's attitude or that of the period in which they were written.