Research Details

Abstract

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.

Type

Article

Author(s)

Alice M. Tybout

Date Published

1978

Citations

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