PT  - JOURNAL ARTICLE
AU  - Boyd, Henry C.
TI  - Persuasive Talk: Is It What You Say or How You Say It?
AID  - 10.2501/S0021849906060090
DP  - 2006 Mar 01
TA  - Journal of Advertising Research
PG  - 84--92
VI  - 46
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/46/1/84.short
4100  - http://www.journalofadvertisingresearch.com/content/46/1/84.full
SO  - J Advert Res2006 Mar 01; 46
AB  - This article introduces a new framework for copy testing. It reveals how the quality of advertising-specific elements (as perceived by the viewer) function to trigger persuasion. Building on McGuire's general theory of personality and persuasion, the proposed model suggests that delivery quality engenders emotional response, whereas dialogue quality elicits attitudinal and behavioral response. In general, preliminary findings support the proposed model.