Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising

@article{Armstrong2009UsingQD,
  title={Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising},
  author={J. Scott Armstrong and Sandeep Patnaik},
  journal={Journal of Advertising Research},
  year={2009},
  volume={49},
  pages={170 - 175}
}
ABSTRACT “Quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs). These data are obtained from studies in which some key variables have been controlled in the design. We describe our EGs as normative statements, i.e., “evidence-based principles.” Using data from 240 pairs of print advertisements from five editions of the Which Ad Pulled Best series, we analyzed 56 of the advertising principles from Persuasive Advertising by J… 

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