Date of Award
1992
Publication Type
Master Thesis
Degree Name
M.B.A.
Department
Business Administration
Keywords
Business Administration, Marketing.
Supervisor
Okechuku, Chike,
Rights
info:eu-repo/semantics/openAccess
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Abstract
An investigation was conducted across two product classes and alternate message appeals to determine the best functional relationship between message acceptance and four independent cognitive responses: support argument, counterargument, source bolstering, and source derogation. A multi-variate regression analysis was employed to compare various linear and non-linear models. The four dependent cognitive structure measures used were attitude toward the brand, and the cognitive, conative, and affective components of the tricomponent attitude model. The results indicate that in general, linear models best explain message acceptance as a function of cognitive response. This investigation is an extension to current literature and has implications for consumer persuasion. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1992 .B735. Source: Masters Abstracts International, Volume: 31-03, page: 1048. Chairperson: Chike Okechuku. Thesis (M.B.A.)--University of Windsor (Canada), 1992.
Recommended Citation
Brockbank, Stuart., "Cognitive responses and message acceptance: An evaluation of alternative functional relationships." (1992). Electronic Theses and Dissertations. 1464.
https://scholar.uwindsor.ca/etd/1464