Directiveness in promotional communications

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dc.contributor.authorJones, David Blodgetten
dc.contributor.committeechairLittlefield, Jamesen
dc.contributor.committeememberFern, Edward F.en
dc.contributor.committeememberKlein, Noreenen
dc.contributor.committeememberWarren, Brian E.en
dc.contributor.committeememberBahn, Kenneth D.en
dc.contributor.departmentMarketingen
dc.date.accessioned2017-05-24T18:19:28Zen
dc.date.available2017-05-24T18:19:28Zen
dc.date.issued1987en
dc.description.abstractThe style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage the reader to make up his or her own mind. Using Attribution Theory and the Cognitive Processing Model as theoretical bases, experimental hypotheses were tested involving the impact of directive versus suggestive messages on receiver responses to one-sided and two-sided communications and high and low involvement topics. Directiveness was found to have significant impact on receiver responses depending on the receiver's level of involvement. The main implication of this research is that how a persuasive communication is worded may influence a receiver's responses to what informational content is presented.en
dc.description.degreePh. D.en
dc.format.extentxi, 173 leavesen
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttp://hdl.handle.net/10919/77808en
dc.language.isoen_USen
dc.publisherVirginia Polytechnic Institute and State Universityen
dc.relation.isformatofOCLC# 16855093en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V856 1987.J66en
dc.subject.lcshCommunicationen
dc.subject.lcshCognitive stylesen
dc.subject.lcshMarketing -- Decision makingen
dc.subject.lcshAdvertisingen
dc.titleDirectiveness in promotional communicationsen
dc.typeDissertationen
dc.type.dcmitypeTexten
thesis.degree.disciplineMarketingen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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