The Relationship of Beliefs and Exposure to General Perceptions of Infomercials

Volume: 19, Issue: 1, Pages: 51 - 65
Published: Mar 1, 1997
Abstract
Infomercials are the object of both praise and criticism. A mail survey was conducted to determine the level and consequences of beliefs about infomercials-in-general. Results suggest that viewers hold positive and negative beliefs about infomercials and that these beliefs differentially affect general attitude and purchase intent regarding infomercials. The study also considers the effect of overall infomercial exposure on these relationships....
Paper Details
Title
The Relationship of Beliefs and Exposure to General Perceptions of Infomercials
Published Date
Mar 1, 1997
Volume
19
Issue
1
Pages
51 - 65
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