Affiliation:
1. The Pennsylvania State University.
2. Continental Can Company.
Abstract
Changes in attitudes about a culturally controversial issue provide a first step toward the application of immunization techniques to marketing. The experimental conditions were immunization, source, and attack treatments and provide an extension of previous psychological experiments on culturally held truisms.
Subject
Marketing,Economics and Econometrics,Business and International Management
Reference10 articles.
1. AbelsonRobert P. et al. Theories of Cognitive Consistency: A Sourcebook. Chicago: Rand McNally, 1968, 769.
Cited by
24 articles.
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