A circumplex model for the behavioral constructs towards television advertising

Jacob Hornik*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

The purpose of this study was to test the proposed model in order to explain some ambiguity in the advertising process. The model was formulated by focusing attention on relevant socio-psychological parameters motivating television viewers regarding television commercials. The fundamental structure of this model stemmed from a theory advanced by Louis Guttman. Utilizing this theory, an attempt was made to demonstrate empirically the advertising process from the consumer-viewer side.

Original languageEnglish
Pages (from-to)484-503
Number of pages20
JournalJournal of the Academy of Marketing Science
Volume4
Issue number1-2
DOIs
StatePublished - Dec 1976

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