Persuasion Principles Index: Ready for Pretesting Advertisements

@article{Green2015PersuasionPI,
  title={Persuasion Principles Index: Ready for Pretesting Advertisements},
  author={Kesten C. Green and J. Scott Armstrong and Rui Du and Andreas Graefe},
  journal={Forecasting Models eJournal},
  year={2015}
}
Purpose: To respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research. Approach: Address commentators’ concerns using logic, prior research findings, and further analyses of the data. Findings: The superiority of the index method remains when a simple, theory-based, alternative weighting-scheme is… 
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