| Advertising: Strongly persuasive or nudging? |
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| Author(s): Barnard N, Ehrenberg A |
| Source: JOURNAL OF ADVERTISING RESEARCH Volume: 37 Issue: 1 Pages: 21-31 Published: JAN-FEB 1997 |
| Times Cited: 17 References: 52 |
| Abstract: One view of advertising is that it will increase the advertised brand's sales by persuading brand-switchers to become loyal to the brand. An alternative view is that advertising's main function is to reinforce and occasionally nudge consumers' existing propensities to buy your brand, as part of their split-loyal brand portfolios. Exclusively loyal customers are not seen as specially important to sales. The evidence supports the split-loyalty/reinforcing-and-nudging perspective. |
| Document Type: Article |
| Language: English |
Addresses:
1. S BANK UNIV, SCH BUSINESS, LONDON SE1 0AA, ENGLAND
2. S BANK UNIV, LONDON SE1 0AA, ENGLAND
3. S BANK BUSINESS SCH, LONDON, ENGLAND
4. LONDON BUSINESS SCH, LONDON NW1 4SA, ENGLAND |
| Publisher: ADVERTISING RES FOUNDATION, 641 LEXINGTON AVE, NEW YORK, NY 10022 |
| Subject Category: Business; Communication |
| IDS Number: WR159 |
| ISSN: 0021-8499 |