Relative Effectiveness of Three Behavioral Influence Strategies as Supplements to Persuasion in a Marketing Context, Journal of Marketing Research
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.
Tybout, M. Alice. 1978. Relative Effectiveness of Three Behavioral Influence Strategies as Supplements to Persuasion in a Marketing Context. Journal of Marketing Research. 15(2): 229-242.