Contra-indications of science in advertising research

Driver, John C.; Foxall, Gordon R.

dc.contributor.author	Driver, John C.
dc.contributor.author	Foxall, Gordon R.
dc.date.accessioned	2008-07-15T13:57:51Z
dc.date.available	2008-07-15T13:57:51Z
dc.date.issued	1986
dc.identifier.uri	http://hdl.handle.net/1826/2744
dc.description.abstract	Opinions differ about the application of scientific method to advertising research. The nature of scientific enquiry is also frequently disputed. Against this background basic views of science are discussed in connection with advertising research. Apparently the advertising community largely disregards the results of such research and adheres to beliefs which are plausible but unsubtantiated. This is demonstrated in the two cases of cognitive models of consumer response and advertisers' quest for the optimal budget. In this paper these contra-indicators of science are set in the context of advertising management.	en_UK
dc.language.iso	en	en_UK
dc.publisher	Cranfield School of Management	en_UK
dc.relation.ispartofseries	School of Management; Marketing and Logistics Discussion Paper; 86/2	en_UK
dc.relation.ispartofseries	Marketing and Logistics Paper; 86/2	en_UK
dc.title	Contra-indications of science in advertising research	en_UK
dc.type	Working Paper	en_UK