Original paper
The impact of implicit theories on responses to problem‐solving print advertisements
Abstract
Consumers may bring two implicit theories to bear on their interpretation of an advertisement: the theory that communications in general are intended to be informative and accurate and a domain‐specific theory that ad claims are often exaggerated. The relative impact of these theories depends on both the ambiguity of the ad content and the motivation to think about its implications. Participants viewed ads describing the problem that a product...
Paper Details
Title
The impact of implicit theories on responses to problem‐solving print advertisements
Published Date
Jun 3, 2008
Volume
18
Issue
3
Pages
223 - 235
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Notes
History