1965/01/01 by Herbert E. Krugman · 4 citations
Business, Management and Accounting · Psychology · #Consumer Behavior in Brand Consumption and Identification #Salience (neuroscience) #Persuasion #Advertising #Public opinion #Perception #Association (psychology) #Psychology #Product (mathematics) #Presidential system #Presidential election #Marketing #Political science #Television advertising #Public relations #Social psychology #Business #Law #Politics #Cognitive psychology
paper · doi:10.1086/267335
openalex publication_date 1965/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05
Does television advertising produce sales by changing attitudes? Not always, says Herbert E. Krugman in his presidential address before the American Association for Public Opinion Research on May 15, 1965. It may do so, he states, just by changing perceptions of the product in the course of merely shifting the relative salience of attitudes, especially when the purchaser is not particularly involved in the message. This arresting thesis has important implications for noncommercial as well as commercial persuasion efforts.