Advertising Appeals, Moderators, And Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric. On the basis of a large and unique dataset using comparative meta-analysis, this study provides measures of the relative impact of seven types of appeals. Meta-regre...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of advertising research 2017-09, Vol.57 (3), p.305-318
Hauptverfasser:	Hornik, Jacob, Ofir, Chezy, Rachamim, Matti
Format:	Artikel
Sprache:	eng
Schlagworte:	Impact analysis Meta-analysis Persuasion Studies Systematic review Television advertising
Online-Zugang:	Volltext
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