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Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Master's Theses (2009 -)
The purpose of this study was to discover whether the Theory of Planned Behavior (TPB) (Ajzen, 1991) could be applied and tested toward the improvement of destination advertisements. Specifically, the purpose was to understand the process through which a destination advertisement could influence behavioral intention. Understanding this process would help advertising professionals in the tourism industry. The destination used in this experiment was fictitious. The study used a posttest-only experiment with three conditions. One condition saw an advertisement with a behavioral belief appeal. Another condition saw an advertisement with a descriptive normative belief appeal. The third condition saw an advertisement …