Date of Award


Publication Type

Master Thesis

Degree Name



Business Administration

First Advisor

Okechuku, Chike,


Business Administration, Marketing.



Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.


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.