| Автор | Jayanti, Rama K. |
| Дата выпуска | 1996 |
| dc.description | ABSTRACTLegal services advertising is examined within the framework of categorization and persuasive communications theories. Advertising cues that are moderately congruent with an attorneys' schema are suggested to encourage consumers to engage in more elaborate message processing. The believability of legal services advertising is addressed using the persuasive communication theory. It is suggested that consumers' initial attitudinal position exerts a positive influence on the believability of message arguments in legal services advertisements. Public policy and consumer behavior implications are discussed. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Legal Services Advertising: A Re-Examination and Extension |
| Тип | research-article |
| DOI | 10.1300/J090v14n01_03 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 14 |
| Первая страница | 21 |
| Последняя страница | 36 |
| Аффилиация | Jayanti, Rama K.; James J. Nance School of Business, Cleveland State University |
| Выпуск | 1 |
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