One of the central ideas which Professor Sandage has attempted to communicate over the
years has been that of the distinction between advertising viewed as a social institution and …

Empirical research and various behavioral theories support the proposition that some
people seek variety in the stimulation they receive. Sources of stimulation may include …

A laboratory experiment was conducted to examine the impact of ego state congruity, as
defined by transactional analysis, among three elements in an ad: vehicle, ad message, and …

Most media selection problems involve some kind of matching between media audience
and target market membership. As a rule, this matching is done indirectly, using …

This research investigated the effects of a qualifying statement on a reader's confidence in,
and image of, a technical performance claim in a print advertisement. The study focused on …