Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method

@article{Armstrong2015PredictiveVO,
  title={Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method},
  author={J. Scott Armstrong and Kesten C. Green and Rui Du and Andreas Graefe},
  journal={ERPN: Promotion/Advertising Strategies (Sub-Topic)},
  year={2015}
}
Purpose – This paper aims to test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve decisions in other complex situations, such as those faced in engineering and medicine. Design/methodology/approach – Scores were calculated from the ratings of 17 self-trained novices who rated 96 matched pairs of print advertisements for adherence to evidence-based persuasion principles. Predictions from… 
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