DEGREE OF SUSCEPTIBILITY TO PERSUASION PRINCIPLES IN ADVERTISING: MEASURING THE PERSUASION PRINCIPLES AS PART OF ADVERTISING INFLUENCE
The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdini and 2) to identify which of the principles achieves a high effect of advertising impacton different consumers. The instrument used was the adapted and modified STPS questi...
| Published in: | Trakia Journal of Sciences |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Trakia University
2022-09-01
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| Subjects: | |
| Online Access: | http://tru.uni-sz.bg/tsj/Volume%2020,%202022,Number%203,%20Series%20Social%20Sciences/9_L.Spasova1.pdf |