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Relative Effectiveness of Three Behavioral Influence Strategies as Supplements to Persuasion in a Marketing Context
Alice M. Tybout
Journal of Marketing Research
Vol. 15, No. 2 (May, 1978), pp. 229-242
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151253
Page Count: 14
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The relative effectiveness of three influence strategies in gaining acceptance of a new service advocated by either a high or low credibility source was determined. Although the influence strategies did not differ in their overall effectiveness, the optimal strategy varied as a function of level of source credibility. These results were obtained in both personal selling and mass-media-like contexts. The theoretical, methodological, and practical implications of these findings are discussed.
Journal of Marketing Research © 1978 American Marketing Association