A circumplex model for the behavioral constructs towards television advertising

Jacob Hornik

doi:10.1007/BF02722054

A circumplex model for the behavioral constructs towards television advertising

Jacob Hornik

Coller School of Management

Research output: Contribution to journal › Article › peer-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 language	English
Pages (from-to)	484-503
Number of pages	20
Journal	Journal of the Academy of Marketing Science
Volume	4
Issue number	1-2
DOIs	https://doi.org/10.1007/BF02722054
State	Published - Dec 1976

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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.",

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A circumplex model for the behavioral constructs towards television advertising

Abstract

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