Clark Leavitt
Biographic Data
| ID | 139987 |
|---|---|
| NAME | Clark Leavitt |
| GIVEN NAMES | Clark |
| FAMILY NAME | Leavitt |
| SIGNATURE | LEAVITT C |
| VERIFIED | No |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 45 |
| AUTHOR COUNT | 2 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1978 |
| LATEST PUBLICATION YEAR | 1984 |
| H-INDEX | 2 |
Audience Involvement in Advertising: Four Levels
The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention, comprehension, and elaboration. These levels alloca…
The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion
Audience Involvement in Advertising: Four Levels
The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention, comprehension, and elaboration. These levels alloca…
The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion
The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion
Audience Involvement in Advertising: Four Levels
The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention, comprehension, and elaboration. These levels alloca…
Advertising (2 works) · Business (2 works) · Cognition (2 works) · Cognitive psychology (2 works) · Computer Science (2 works) · Persuasion (2 works) · Psychology (2 works) · Social Psychology (2 works) · Audience response (1 works) · Cognitive Load (1 works)