Extending validity testing of the Persuasion Principles Index

@article{Hartnett2020ExtendingVT,
  title={Extending validity testing of the Persuasion Principles Index},
  author={Nicole Hartnett and Luke Greenacre and Rachel Kennedy and Byron Sharp},
  journal={European Journal of Marketing},
  year={2020},
  volume={54},
  pages={2245-2255}
}
This study aims to independently test the predictive validity of the Persuasion Principles Index (PPI) for video advertisements for low-involvement products with a measure of in-market sales effectiveness. This study follows the inaugural test conducted by Armstrong et al. (2016) for print advertisements for high-involvement utilitarian products with a measure of advertising recall.,The method was in line with that developed by Armstrong et al. (2016) for rating advertisements and assessing the… 
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