Advertisement

Journal of the Academy of Marketing Science

, Volume 10, Issue 1–2, pp 140–153 | Cite as

Effect of sponsor advocacy on message perception and attitude change

  • Robert W. Cook
  • W. Benoy Joseph
Article
  • 61 Downloads

Abstract

This study consisted of an experimental investigation of the effect of certain aspects of the sponsorship of a message on how the audience perceives that message and the degree of attitude change produced. A film on the dangers of nuclear waste was shown to a sample of 67 students. A questionnaire containing one of six identified sponsors or a control (no sponsor) was administered following the film. The effects of perceived sponsor advocacy or opposition to nuclear energy was evaluated along credibility and emotional impact dimensions. The effect on overall attitude change was also evaluated. Major findings of the study were: (1) Subjects found the film to be less believable, consistent, and convincing when its sponsors were perceived to have a vested interest in opposing nuclear energy. (2) Some suggestion that the film's emotional impact or attention value was greater when a sponsor was identified than when no sponsor was mentioned. A discussion of the findings and implications for future research are presented.

Keywords

Radioactive Waste Nuclear Energy Wall Street Journal Vested Interest Emotional Impact 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Barnet, Sylvan M. (1975), “A Global Look at Advocacy Advertising,”Public Relations Journal (November), 20–21.Google Scholar
  2. Choo, T. (1964), “Communicator Credibility and Communication Discrepancy as Determinants of Opinion Change,”Journal of Social Psychology, 64, 65–76.CrossRefGoogle Scholar
  3. Hovland, C. I., I. L. Janis, and H. H. Kelley (1953),Communication and Persuasion, New Haven: Yale University Press.Google Scholar
  4. Kotler, Philip, and Gerald Zaltman (1971), “Social Marketing: An Approach to Planned Social Change,”Journal of Marketing, 33 (July), 3–12.CrossRefGoogle Scholar
  5. McGuire, W. J. (1969), “The Nature of Attitudes and Attitude Change” inThe Handbook of Social Psychology, 2nd ed., G. Lindsey and E. Aronson, eds., Reading: Addison-Wesley Publishing Company.Google Scholar
  6. National Geographic (1979), “The Promise and Peril of Nuclear Energy,” 155 (April), 477.Google Scholar
  7. Oakes, W. (1972), “External Validity and the Use of Real People as Subjects,”American Psychologist, 27, 959–962.CrossRefGoogle Scholar
  8. Orne, M. T. (1962), “On the Social Psychology of the Psychological Experiment: With Particular Reference to Demand Characteristics and Their Implications,”American Psychologist, 17, 776–783.CrossRefGoogle Scholar
  9. Permut, S. E., A. J. Michel, and M. Joseph (1976), “The Researcher's Sample: A Review of the Choice of Respondents in Marketing Research,”Journal of Marketing Research, 13, 278–283.CrossRefGoogle Scholar
  10. Sethi, S. Prakash (1977),Advocacy Advertising and Large Corporations, Lexington, MA: D. C. Heath and Company.Google Scholar
  11. — (1979), “Institutional/Image Advertising and Idea/Issue Advertising as Marketing Tools: Some Public Policy Issues,”Journal of Marketing, 43, (January), 68–78.CrossRefGoogle Scholar
  12. Wall Street Journal (1979), “Atomic Showdown,” (October 22), 1.Google Scholar
  13. Sethi, S. Prakash (1980a), “New York State Unit Rejects Application for Nuclear Project,” (January 30), 12.Google Scholar
  14. Sethi, S. Prakash (1980b), “More Unions Try Slick Advertising to Educate and Influence the Public,” (September 30), 25.Google Scholar
  15. Walster, E., E. Aronson, and D. Abrahams (1966), “On Increasing the Persuasiveness of a Low Prestige Communicator,”Journal of Experimental Social Psychology, 2, 325–342.CrossRefGoogle Scholar
  16. Whalen, Bernard F. (1980), “News Media Should Accept Corporate Advocacy Ads: 4 As,”Marketing News (August 8), 1, 16.Google Scholar
  17. Winer, B. J. (1971),Statistical Principles in Experimental Design, 2nd ed., New York: McGraw Hill.Google Scholar

Copyright information

© Academy of Marketing Science 1982

Authors and Affiliations

  • Robert W. Cook
    • 1
  • W. Benoy Joseph
    • 1
  1. 1.Cleveland State UniversityClevelandUSA

Personalised recommendations