What question did this study set out to answer?

This research explores whether television advertising influences sales by changing consumer attitudes and perceptions, particularly when consumers are not deeply engaged.

January 1, 1965

The Impact of Television Advertising: Learning Without Involvement

Key Points

This research explores whether television advertising influences sales by changing consumer attitudes and perceptions, particularly when consumers are not deeply engaged.
Presented in a presidential address
Focus on the relationship between advertising and consumer attitudes
Analysis of low-involvement scenarios
Television advertising can shift consumer perceptions without changing overall attitudes.
The effectiveness of ads may vary based on the level of consumer involvement.
Noncommercial and commercial implications are significant for persuasion strategies.

Abstract

Does television advertising produce sales by changing attitudes? Not always, says Herbert E. Krugman in his presidential address before the American Association for Public Opinion Research on May 15, 1965. It may do so, he states, just by changing perceptions of the product in the course of merely shifting the relative salience of attitudes, especially when the purchaser is not particularly involved in the message. This arresting thesis has important implications for noncommercial as well as commercial persuasion efforts.

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Authors

Herbert E. Krugman

Journals

Public Opinion Quarterly

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The Impact of Television Advertising: Learning Without Involvement

Key Points

Abstract

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Connected Papers

Discussion

Authors

Journals

Actions

References and Citations

Citation Network

Connected Papers

Discussion

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