A reinquiry into the influence of simple and complex tropes in the adverstising context

Stella, Jason R. and Adam, Stewart 2008, A reinquiry into the influence of simple and complex tropes in the adverstising context, Journal of marketing theory and practice, vol. 16, no. 2, Spring, pp. 163-172.

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Title A reinquiry into the influence of simple and complex tropes in the adverstising context
Author(s) Stella, Jason R.
Adam, Stewart
Journal name Journal of marketing theory and practice
Volume number 16
Issue number 2
Season Spring
Start page 163
End page 172
Total pages 10
Publisher M.E. Sharpe, Inc
Place of publication New York, N.Y.
Publication date 2008
ISSN 1069-6679
Summary This study is a reinquiry into verbal tropes and their influence on persuasion in the advertising context. Specifically, when closely following Toncar and Munch's (2003) experimental method, it appears that tropes, be they simple or complex, do not have the significant persuasive effects that they are reported to have. The null results can be attributed to the experimental design employed, thus highlighting why the limited research in the area should be interpreted with caution.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, M.E. Sharpe
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017127

Document type: Journal Article
Collection: School of Management and Marketing
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