Literaturnachweis - Detailanzeige
Autor/inn/en | Burgoon, Michael; und weitere |
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Titel | An Inoculation Theory Explanation for the Effects of Corporate Issue/Advocacy Advertising Campaigns. |
Quelle | In: Communication Research, 22 (1995) 4, S.485-505 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0093-6502 |
Schlagwörter | Advertising; Audience Response; Communication Research; Higher Education; Student Attitudes |
Abstract | Indicates that issue/advocacy advertising inoculates against attitude change among undergraduate students, while simultaneously protecting sponsors against slippage in ratings of source credibility, after exposure to a persuasive attack on behalf of an opposing position. (SR) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |