Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising
J. Scott ArmstrongThe Wharton School
Sandeep PatnaikGallup and Robinson
INTRODUCTION
Progress in advertising depends upon the use of cumulative knowledge. This knowledge can be transformed into empirical generalizations (EGs). In this article, we discuss a type of EG that we refer to as “evidence-based principles,” or, more simply, as principles.
We describe the types of evidence that can be used to develop principles. We then describe the quasi-experimental data on full-page print advertisements that we used to assess advertising principles. Finally, we examine the validity of the analyses...