Persuasive Advertising - J. Scott Armstrong [249]
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Weinberger, Marc G. and Harlan E. Spotts (1989b), “Humor in U.S. versus U.K. TV commercials: A comparison,” Journal of Advertising, 18 (2), 39–44. (P 231)
Weinberger, Marc G., H. Spotts, L. Campbell, and A. L. Parsons (1995), “The use and effect of humor in different advertising media,” Journal of Advertising Research, 35 (May– June), 44–56. (P 231)
Wells, Gary L. and Richard E. Petty (1980), “The effects of overt head movements on persuasion: Compatibility and incompatibility of responses,” Basic and Applied Social Psychology, 1 (3), 219–30. (P 132)
Weyant, James M. and Stephen L. Smith (1987), “Getting more by asking for less: The effects of request size on donations of charity,” Journal of Applied Social Psychology, 17 (4), 392–400. (P 115)
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Wheildon, Colin (1995), Type and Layout: How Typography and Design Can Get Your Message Across – Or Get in the Way. Berkeley, CA: Strathmoor Press. (Originally published in 1984, this book contains reports on a series of experiments conducted by Wheildon. He focused mostly on comprehension as measured by people’s ability to answer questions about two articles after they finished reading them. One article dealt with a plan to control on-street parking, while the other involved a plan to increase local taxes and reduce services. After reading the article, a panel of 224 people from Sydney, Australia answered ten questions about comprehension. Scores of 7 to 10 correct were rated as good, 4 to 6 as fair, and 3 to 0 as poor. The tests were conducted from 1982 to 1990. Unfortunately, the experiments have not been replicated. While the findings are directionally consistent with some studies in the early 1900s, the findings on some areas (e.g., justification of typeface) have not held up.) (P 249, 253, 254, 256, 260, 261)
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Widrick, Stanley M. (1979, “Quantity surcharge: A pricing practice among grocery store items – validation and extension,” Journal of Retailing, 55 (2), 47–58. (P 42, 43)
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Wilson, Elizabeth J. and Daniel L. Sherrell (1993), “Source effects in communication and persuasion: A meta-analysis of effect size,” Journal of the Academy of Marketing Science, 21 (2), 101–12. (P 12, 156)
Wilson, R. Dale and Aydin Muderrisoglu (1979), “Strength of claims in comparative advertising: A study of comparative vigor,” in Neil Beckwith et al. (eds.), Proceedings from the Educators’ Conference. Chicago, IL: American Marketing Association. (P 159)
Witte, Kim and Mike Allen (2000), “A meta-analysis of fear appeals: Implications for effective public health campaigns,” Health Education and Behavior, 27 (5), 591–615. (P 95)
Wolf, James R., Hal R. Arkes, and Waleed A. Muhanna (2008), “The power of touch: An examination of the effect of duration of physical contact on the valuation of objects,” Judgment and Decision Making, 3 (6), 476–82. (P 139)
Wolf, Sharon and David A. Montgomery (1977), “Effects of inadmissible evidence and level of judicial admonishment to disregard on the judgments of mock jurors,” Journal of Applied Social Psychology, 7 (3),