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This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1962, Maloney presents surprising evidence against the conventional view that an advertisement must be believed before it can influence attitudes or behaviour. Using an experimental survey he looks at the importance of dissonant non-belief and draws the crucial distinction between curiosity and disbelief.
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