Response Profiles and Choice Behavior: An Application to Financial Services Advertising
本研究针对金融服务业广告，优化了广告反应概况，并通过判别分析发现其中的有意义性和吸引力两个维度能解释广告引发的选择行为。
Abstract Advertising response profiles were developed to provide comprehensive inventories of a wide range of responses and reactions that a consumer might experience when exposed to a commercial or print ad. Here, a response profile is refined and developed particularly for a situation when financial services are advertised. Discriminant analysis results reveal that two dimensions of this profile (meaningfulness and attractiveness) are able to explain one type of choice behavior that could result from advertising exposure.