Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising

Abstract

This paper argues that "quasi-experimental data" provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs). These data are obtained from studies in which some key variables have been controlled in the design. These EGs are described as normative statements, i.e., "evidence-based principles. " Using data from 240 pairs of print advertisements from five editions of the Which Ad Pulled Best series, the authors analyzed 56 of the advertising principles (listed) from Persuasive Advertising by J. Scott Armstrong (New York: Palgrave Macmillan, forthcoming). These data controlled for target market, product, size of the advertisement, media, and in half the cases, for the brand. The advertisements differed, however, e.g. in illustrations, headlines, and text. The findings from the quasi-experimental analyses were consistent with field experiments for all seven principles where such comparisons were possible. Furthermore, for 26 principles they unanimously corroborated the available laboratory experiments as well as the meta-analyses for seven principles. In short, the quasi-experimental findings always agreed with experimental findings, even though the quasi-experimental analyses, and some of the experimental analyses, involved small samples, and often used different criteria. From an issue of JAR devoted to `empirical generalisations': the papers were first presented at a conference at

Evidence on the Effects of Mandatory Disclaimers in Advertising

“…Twain's insight is consistent with the evidence on resistance to persuasion summarized in Armstrong (2010). When consumers are told that they should not or may not do something that they are currently free to do, their desire to engage in the behavior increases.…”

“…Prior research shows that for high-involvement products, advertisements should contain only material that is relevant to consumers' decisions (Armstrong 2010). Given that the disclaimer provides information on organizational arrangements among the AAID, American Dental Association, and Florida Board of Dentistry only, it is hard to see why it would be relevant to potential customers or to anyone advising them.…”

“…Much research has been done on how to improve readership and the evidence has been summarized in the form of principles (Armstrong 2010). For effective communication of information, message text should be large enough so that even those with reduced vision can read it, be placed on a white background in columns and in a standard serif typeface.…”

Illusions in regression analysis

“…The directional effects differed for 8 of the 24 comparisons (Armstrong and Patnaik 2009). My conclusion is that analyses of non-experimental are often misleading.…”

Guidelines for Science: Evidence and Checklists

“…Armstrong and Patnaik (2009) examined the directional consistency of the effects of conformance with persuasion principles estimated from quasi-experimental data when compared with estimates from controlled experiments. The number of quasi-experimental studies that related to each principle ranged from 6 to 118, with an average of 31.…”