A note on the effectiveness of written versus aural two-sided messages in attitude change
J. B. Wilkinson Ph.D., Charles Alford Ph.D., J. Barry Mason Ph.D.
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
This research sought to determine the difference between the persuasive power of a written two-sided message and an aural two-sided message. Attitudes toward picture phone shopping were measured before and after a persuasive two-sided message about picture phone shopping was given to two student groups. One group was given the message to read while the other listened to the message on tape. The nonparamentic Mann-Whitney U test was used to determine the significance of the difference between the attitude change produced by the written message versus the aural message. The effectiveness of the aural medium was superior to that of the written medium.
Keywords
Attitude Change, Advertising Effectiveness, Persuasive Power, Write Versus, Principle Revisit
Enable JavaScript for citation tools and additional paper interactions.