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Research papers

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Timothy Joyce
June 15, 1971
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Citation

Joyce, T. (1971a, June 15). Further thoughts on advertising research. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/further-thoughts-on-advertising-research


Research papers

Combining dissonance theory to product space constructs

Market segmentation has during the past few years been an intensively discussed topic. The discussion has, however, caused a clarification of thinking and a more effective utilisation of various methods. Market segmentation has so far proceeded in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Eero Meckelborg
June 15, 1971
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Citation

Meckelborg, E. (1971a, June 15). Combining dissonance theory to product space constructs. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/combining-dissonance-theory-to-product-space-constructs


Research papers

First experiences with Fishbein theory and survey methods

Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: J. Bruce
June 15, 1971
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Citation

Bruce, J. (1971a, June 15). First experiences with Fishbein theory and survey methods. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/first-experiences-with-fishbein-theory-and-survey-methods


Research papers
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Citation

Tuck, M. (1971a, June 15). Comments on subsidiary papers in Fishbein section. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/comments-on-subsidiary-papers-in-fishbein-section


Research papers

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/addendum-


Research papers

Comments on dr. Joyce's paper

I do not wish to comment on Timothy Joyce's paper at length, but there are several points at which he misrepresents Fishbein theory, and I would like to comment on two of these.

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Mary Tuck
June 15, 1971
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Citation

Tuck, M. (1971a, June 15). Comments on dr. Joyce's paper. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/comments-on-dr-joyce-s-paper


Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning