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Implementing the Concept of Transformational Advertising: ABSTRACT

Psychology & marketing, 1992-05, Vol.9 (3), p.237 [Peer Reviewed Journal]

Copyright Wiley Periodicals Inc. May/Jun 1992 ;ISSN: 0742-6046 ;EISSN: 1520-6793

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  • Title:
    Implementing the Concept of Transformational Advertising: ABSTRACT
  • Author: Aaker, David A ; Stayman, Douglas M
  • Subjects: Advertising ; Hypotheses
  • Is Part Of: Psychology & marketing, 1992-05, Vol.9 (3), p.237
  • Description: The concept of the transformational effects of advertising is described and refined to provide a definition possibly more useful in empirically studying the construct. Methodological difficulties in testing and using the concept are discussed before proposing projective techniques as an approach which might overcome some of the problems. Finally, a study is reported that illustrates how projective techniques may be used to study transformational advertising.
  • Publisher: New York: Wiley Periodicals Inc
  • Language: English
  • Identifier: ISSN: 0742-6046
    EISSN: 1520-6793
  • Source: ProQuest One Psychology
    Alma/SFX Local Collection
    ProQuest Central
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