The Self-Confidence-Advertising Response Relationship: A Function of Situational Distraction

The relationship between a receiver's self-confidence and his attitudinal acceptance of a television advertisement was found to be systematically dependent on the level of potential distraction contained in the commercial. Absolute increases in acceptance under distracting conditions occurred o...

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Bibliographic Details
Published inJournal of marketing research Vol. 10; no. 2; pp. 146 - 152
Main Authors Bither, Stewart W., Wright, Peter L.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.05.1973
SAGE PUBLICATIONS, INC
Subjects
Advertising research
Attitude change
Attitudes
Automobiles
Confidence
Marketing
Nonmonotonic logic
Self esteem
Social influence
Social psychology
Social research
Standard deviation
Television advertising
Television commercials
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Summary:The relationship between a receiver's self-confidence and his attitudinal acceptance of a television advertisement was found to be systematically dependent on the level of potential distraction contained in the commercial. Absolute increases in acceptance under distracting conditions occurred only among subjects with moderate to high self-confidence.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377301000204