Organizational Strategies and Communication Model: Do Advertisements Influence Attitude Formation and Change?

Tahseen Anwer Arshi

Abstract


Organizations often find themselves at cross roads while deciding to structure their communication models. This study explores the tensions between cogntive and affective components that are integral to communication models. Advertisements with its potential to influence both affective and cogntive components was found to be influencing consumer attitudes. The multiple regression model explains 53% relationship between attitude formation and advertisement construct.

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References


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DOI: https://doi.org/10.5296/jmr.v4i4.2411

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