• Corpus ID: 5541672

Evidence-based advertising An application to persuasion

  title={Evidence-based advertising An application to persuasion},
  author={J. Scott Armstrong},
Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. This calls for experimental studies: laboratory, field, and quasi-experimental studies. fortunately, much useful empirical research of this kind has already been conducted on how to create persuasive advertisements. A literature review, conducted over 16 years, summarised… 

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