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Experiments on mass communication, Vol. 3.

Published on Jan 1, 1949
· DOI :10.1037/14519-000
Carl I. Hovland32
Estimated H-index: 32
,
Arthur A. Lumsdaine3
Estimated H-index: 3
,
Fred D. Sheffield3
Estimated H-index: 3
Abstract
  • References (0)
  • Citations (169)
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AbstractThat most psychological research is conducted with students led to concerns that psychological laws apply only to this population. These fears are based on Campbell and Stanley’s concept of external validity that specifies the extent to which research findings can be generalized. This concept is based on an inductivist philosophy. As philosophers of science have argued since Hume, one cannot derive general laws from singular observations. Instead, one develops theories and uses empirical...
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Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addit...
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