No, Virginia, It's Not True What They Say about Publicity's "Implied Third-Party Endorsement" Effect

Public Relations Review

Volumn 25, Issue 3, 1999, Pages 331-350

  Hallahan, Kirk ^a  

^a Department of Environmental and Radiological Health Sciences   (United States)

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[No Author keywords available]

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EID: 0348166915     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0363-8111(99)00022-3     Document Type: Article

References (74)

1. This article's title is drawn from the title of one the most complete early discussions of publicity's implied third-party endorsement effect: Richard M. Detwiler, "Yes, Virginia, It's All True - What They Say About Third Party Endorsement," Public Relations Journal 29 (May 1974), pp. 10-11.
2. Morris B. Rotman, "PR is Still a Necessary Adjunct to Efficient Marketing Today," Advertising and Sales Promotion (September 3, 1973.), pp. 13; Kenneth Roman and Jane Mass, The New How to Advertise (New York: St. Martin's Press, 1993), p. 102; Joan Aho Ryan and George H. Lemmond, "Thinking Like a Brand Manager," Public Relations Journal 45 (August 1989), pp. 27-28; Jeff Blyskal and Marie Blyskal, PR: How the Public Relations Industry Writes the News (New York: William Morrow, 1985), p. 172.
3. Morris B. Rotman, "PR is Still a Necessary Adjunct to Efficient Marketing Today," Advertising and Sales Promotion (September 3, 1973.), pp. 13; Kenneth Roman and Jane Mass, The New How to Advertise (New York: St. Martin's Press, 1993), p. 102; Joan Aho Ryan and George H. Lemmond, "Thinking Like a Brand Manager," Public Relations Journal 45 (August 1989), pp. 27-28; Jeff Blyskal and Marie Blyskal, PR: How the Public Relations Industry Writes the News (New York: William Morrow, 1985), p. 172.
4. Morris B. Rotman, "PR is Still a Necessary Adjunct to Efficient Marketing Today," Advertising and Sales Promotion (September 3, 1973.), pp. 13; Kenneth Roman and Jane Mass, The New How to Advertise (New York: St. Martin's Press, 1993), p. 102; Joan Aho Ryan and George H. Lemmond, "Thinking Like a Brand Manager," Public Relations Journal 45 (August 1989), pp. 27-28; Jeff Blyskal and Marie Blyskal, PR: How the Public Relations Industry Writes the News (New York: William Morrow, 1985), p. 172.
5. Morris B. Rotman, "PR is Still a Necessary Adjunct to Efficient Marketing Today," Advertising and Sales Promotion (September 3, 1973.), pp. 13; Kenneth Roman and Jane Mass, The New How to Advertise (New York: St. Martin's Press, 1993), p. 102; Joan Aho Ryan and George H. Lemmond, "Thinking Like a Brand Manager," Public Relations Journal 45 (August 1989), pp. 27-28; Jeff Blyskal and Marie Blyskal, PR: How the Public Relations Industry Writes the News (New York: William Morrow, 1985), p. 172.
6. Rina Alcalay and Shahnaz Taplin, "Community Health Campaigns: From Theory to Action," in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105-129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, "Persuasion, Resistance and Attitude Change," in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
7. Rina Alcalay and Shahnaz Taplin, "Community Health Campaigns: From Theory to Action," in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105-129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, "Persuasion, Resistance and Attitude Change," in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
8. Rina Alcalay and Shahnaz Taplin, "Community Health Campaigns: From Theory to Action," in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105-129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, "Persuasion, Resistance and Attitude Change," in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
9. Rina Alcalay and Shahnaz Taplin, "Community Health Campaigns: From Theory to Action," in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105-129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, "Persuasion, Resistance and Attitude Change," in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
10. Rina Alcalay and Shahnaz Taplin, "Community Health Campaigns: From Theory to Action," in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105-129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, "Persuasion, Resistance and Attitude Change," in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
11. Richard Detwiler, op. cit., p. 10.
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17. Webster's Ninth New Collegiate Dictionary (Springfield. MA: Merriam Webster, 1988), p. 411.
18. Ibid, p. 984.
19. Steve Coombs, "Editorial Endorsements and Electoral Outcomes," in Michael B. MacKuen and Steve Coombs (eds.), More than News: Media Power in Public Affairs (Beverly Hills, CA: Sage Publications, 1981), pp. 181-191; Cecilie Gaziano, "Chain Newspaper Homogeneity and Presidential Endorsements, 1972-1988," Journalism Quarterly 66 (1989), pp. 836-845; Bryon St. Dizier, "The Effect of Newspaper Endorsements and Party Identification on Voting Choice," Journalism Quarterly 62 (1985), pp. 589-594.
20. Steve Coombs, "Editorial Endorsements and Electoral Outcomes," in Michael B. MacKuen and Steve Coombs (eds.), More than News: Media Power in Public Affairs (Beverly Hills, CA: Sage Publications, 1981), pp. 181-191; Cecilie Gaziano, "Chain Newspaper Homogeneity and Presidential Endorsements, 1972-1988," Journalism Quarterly 66 (1989), pp. 836-845; Bryon St. Dizier, "The Effect of Newspaper Endorsements and Party Identification on Voting Choice," Journalism Quarterly 62 (1985), pp. 589-594.
21. Steve Coombs, "Editorial Endorsements and Electoral Outcomes," in Michael B. MacKuen and Steve Coombs (eds.), More than News: Media Power in Public Affairs (Beverly Hills, CA: Sage Publications, 1981), pp. 181-191; Cecilie Gaziano, "Chain Newspaper Homogeneity and Presidential Endorsements, 1972-1988," Journalism Quarterly 66 (1989), pp. 836-845; Bryon St. Dizier, "The Effect of Newspaper Endorsements and Party Identification on Voting Choice," Journalism Quarterly 62 (1985), pp. 589-594.
22. Robert B. Archibald, Clyde A. Haulman, and Carlisle E. Moody Jr. "Quality. Price, Advertising and Published Quality Ratings," Journal of Consumer Research 9 (1983.), pp. 347-356; Howard Beales, Michael B. Mazis, Steven C. Salop, and Richard Staelin, "Consumer Search and Public Policy," Journal of Consumer Research 8 (June 1981), pp. 11-22. See also Ronald D. Anderson, Jack L. Engledow, and Helmut Becker, "How Consumer Reports Subscribers See Advertising," Journal of Advertising Research 18 (December 1978), pp. 29-34; Michael J. Houston, "Consumer Evaluations of Product Information Sources," in James H. Leigh and Claude R. Martin (eds.), Current Issues and Research in Advertising (Ann Arbor: University of Michigan Graduate School of Business Administration, 1979), pp. 135-144; Hans B. Thorelli and Jack K. Engledow, "Information Seekers and Information Systems: A Policy Perspective," Journal of Marketing 44 (1980), pp. 9-27.
23. Robert B. Archibald, Clyde A. Haulman, and Carlisle E. Moody Jr. "Quality. Price, Advertising and Published Quality Ratings," Journal of Consumer Research 9 (1983.), pp. 347-356; Howard Beales, Michael B. Mazis, Steven C. Salop, and Richard Staelin, "Consumer Search and Public Policy," Journal of Consumer Research 8 (June 1981), pp. 11-22. See also Ronald D. Anderson, Jack L. Engledow, and Helmut Becker, "How Consumer Reports Subscribers See Advertising," Journal of Advertising Research 18 (December 1978), pp. 29-34; Michael J. Houston, "Consumer Evaluations of Product Information Sources," in James H. Leigh and Claude R. Martin (eds.), Current Issues and Research in Advertising (Ann Arbor: University of Michigan Graduate School of Business Administration, 1979), pp. 135-144; Hans B. Thorelli and Jack K. Engledow, "Information Seekers and Information Systems: A Policy Perspective," Journal of Marketing 44 (1980), pp. 9-27.
24. Robert B. Archibald, Clyde A. Haulman, and Carlisle E. Moody Jr. "Quality. Price, Advertising and Published Quality Ratings," Journal of Consumer Research 9 (1983.), pp. 347-356; Howard Beales, Michael B. Mazis, Steven C. Salop, and Richard Staelin, "Consumer Search and Public Policy," Journal of Consumer Research 8 (June 1981), pp. 11-22. See also Ronald D. Anderson, Jack L. Engledow, and Helmut Becker, "How Consumer Reports Subscribers See Advertising," Journal of Advertising Research 18 (December 1978), pp. 29-34; Michael J. Houston, "Consumer Evaluations of Product Information Sources," in James H. Leigh and Claude R. Martin (eds.), Current Issues and Research in Advertising (Ann Arbor: University of Michigan Graduate School of Business Administration, 1979), pp. 135-144; Hans B. Thorelli and Jack K. Engledow, "Information Seekers and Information Systems: A Policy Perspective," Journal of Marketing 44 (1980), pp. 9-27.
25. Robert B. Archibald, Clyde A. Haulman, and Carlisle E. Moody Jr. "Quality. Price, Advertising and Published Quality Ratings," Journal of Consumer Research 9 (1983.), pp. 347-356; Howard Beales, Michael B. Mazis, Steven C. Salop, and Richard Staelin, "Consumer Search and Public Policy," Journal of Consumer Research 8 (June 1981), pp. 11-22. See also Ronald D. Anderson, Jack L. Engledow, and Helmut Becker, "How Consumer Reports Subscribers See Advertising," Journal of Advertising Research 18 (December 1978), pp. 29-34; Michael J. Houston, "Consumer Evaluations of Product Information Sources," in James H. Leigh and Claude R. Martin (eds.), Current Issues and Research in Advertising (Ann Arbor: University of Michigan Graduate School of Business Administration, 1979), pp. 135-144; Hans B. Thorelli and Jack K. Engledow, "Information Seekers and Information Systems: A Policy Perspective," Journal of Marketing 44 (1980), pp. 9-27.
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38. Hovland and Weiss, op. cit.; Steven G. Harkins and Richard E. Petty, "Information Utility and the Multiple Source Effect," Journal of Personality and Social Psychology 52 (1987.), pp. 260-268; David J. Moore, Richard Reardon, and John C. Mowen, "Source Independence in Multiple Advertising Appeals: The Confederate Effect," in Thomas K. Srull (ed.), Advances in Consumer Research 16 (1989), pp. 719-722.
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41. Robert E. Smith and Shelby D. Hunt. "Attributional Processes and Effects in Promotional Situations," Journal of Consumer Research 5 (1978.), pp. 149-158; Cornelia Pechmann, "Predicting When Two-Sided Ads Will be More Effective than One-Sided Ads: The Role of Correlational and Correspondent Inferences," Journal of Marketing Research XXIX (1992), pp. 441-453; Lauren A. Swanson, "The Persuasive Effect of Volunteering Negative Information in Advertising," International Journal of Advertising 6 (1987), pp. 237-248.
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48. Peter L. Wright. "Factors Affecting Consumer Resistance to Advertising," Journal of Consumer Research 3 (1975.), pp. 1-9; Peter L. Wright, "Cognitive Responses to Mass Media Advocacy" in Richard E. Petty, Thomas M. Ostrom, and Timothy C. Brock (eds.), Cognitive Responses in Persuasion (Hillsdale, NJ: Lawrence Erlbaum, 1981) pp. 263-282.
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50. Robert L. Settle and Linda L. Golden, "Attribution Theory and Advertiser Credibility," Journal of Marketing Research 11 (1974), pp. 181-185; Richard M. Sparkman Jr., "The Discounting Principle in Perception of Advertising," in Andrew Mitchell (ed.), Advances in Consumer Research 9 (Ann Arbor, MI: Association for Consumer Research, 1982), pp. 277-280.
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52. Theodore Levitt, The Marketing Mode (New York: McGraw-Hill, 1969), p. 255.
53. Ernest F. Larkin, "Consumer Perceptions of the Media and Their Advertising Content," Journal of Advertising 6 (Spring 1979), pp. 5-7, 48.
54. L. Scott Ward, Daniel B. Wackman, and Ellen Wartella, How Children Learn to Buy: The Development of Consumer Information Processing Skills (Beverly Hills, CA: Sage Publications, 1977); Merrie Brucks, Gary M. Armstrong, and Marvin E. Goldberg, "Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach," Journal of Consumer Research 14 (1988), pp. 471-482; Thomas O'Guinn and Ronald J. Faber, "Mass Communication and Consumer Behavior," in Harold Kassarjian and Thomas S. Robertson (eds.), Handbook of Consumer Behavior (Englewood Cliffs, NJ: Prentice-Hall, 1991), pp. 349-400.
55. L. Scott Ward, Daniel B. Wackman, and Ellen Wartella, How Children Learn to Buy: The Development of Consumer Information Processing Skills (Beverly Hills, CA: Sage Publications, 1977); Merrie Brucks, Gary M. Armstrong, and Marvin E. Goldberg, "Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach," Journal of Consumer Research 14 (1988), pp. 471-482; Thomas O'Guinn and Ronald J. Faber, "Mass Communication and Consumer Behavior," in Harold Kassarjian and Thomas S. Robertson (eds.), Handbook of Consumer Behavior (Englewood Cliffs, NJ: Prentice-Hall, 1991), pp. 349-400.
56. L. Scott Ward, Daniel B. Wackman, and Ellen Wartella, How Children Learn to Buy: The Development of Consumer Information Processing Skills (Beverly Hills, CA: Sage Publications, 1977); Merrie Brucks, Gary M. Armstrong, and Marvin E. Goldberg, "Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach," Journal of Consumer Research 14 (1988), pp. 471-482; Thomas O'Guinn and Ronald J. Faber, "Mass Communication and Consumer Behavior," in Harold Kassarjian and Thomas S. Robertson (eds.), Handbook of Consumer Behavior (Englewood Cliffs, NJ: Prentice-Hall, 1991), pp. 349-400.
57. Jack M. McLeod, Zhongdang Pan, and Diane M. Rucinski, "Processing News and Advertising: Same Strategies and Same Effects?," paper presented to the Association for Education in Journalism and Mass Communication, August 1988, Portland, OR.
58. Jacob Jacoby and Wayne D. Hoyer, "Viewer Miscomprehension of Televised Communication: Selected Findings," Journal of Marketing 46 (1982.), pp. 12-26. See also Jacob Jacoby and Wayne D. Hoyer, "The Comprehension/Miscomprehension of Print Communication: Selected Findings," Journal of Consumer Research 15 (1989), pp. 434-443.
59. Jacob Jacoby and Wayne D. Hoyer, "Viewer Miscomprehension of Televised Communication: Selected Findings," Journal of Marketing 46 (1982.), pp. 12-26. See also Jacob Jacoby and Wayne D. Hoyer, "The Comprehension/Miscomprehension of Print Communication: Selected Findings," Journal of Consumer Research 15 (1989), pp. 434-443.
60. Ivan L. Preston and Steven E. Scharbach, "Advertising: More Than Meets the Eye?," Journal of Advertising Research 11 (1971), pp. 19-24. See also Ivan L. Preston, "Logic and Illogic in the Advertising Process," Journalism Quarterly 44 (1967), pp. 231-239; Ivan L. Preston and Lawrence Bowen, "Perceiving Advertisements as Emotional, Rational and Irrational," Journalism Quarterly 48 (1971), pp. 74-84.
61. Ivan L. Preston and Steven E. Scharbach, "Advertising: More Than Meets the Eye?," Journal of Advertising Research 11 (1971), pp. 19-24. See also Ivan L. Preston, "Logic and Illogic in the Advertising Process," Journalism Quarterly 44 (1967), pp. 231-239; Ivan L. Preston and Lawrence Bowen, "Perceiving Advertisements as Emotional, Rational and Irrational," Journalism Quarterly 48 (1971), pp. 74-84.
62. Ivan L. Preston and Steven E. Scharbach, "Advertising: More Than Meets the Eye?," Journal of Advertising Research 11 (1971), pp. 19-24. See also Ivan L. Preston, "Logic and Illogic in the Advertising Process," Journalism Quarterly 44 (1967), pp. 231-239; Ivan L. Preston and Lawrence Bowen, "Perceiving Advertisements as Emotional, Rational and Irrational," Journalism Quarterly 48 (1971), pp. 74-84.
63. Patricia Anderson and Sharon M. Abbott, "Comparing Infomercial and Commercial on a Newspaper Cable Television Channel," in Michael J. Houston and Richard J. Lutz (eds.), Marketing Communications - Theory and Research (Chicago, IL: American Marketing Association Proceedings Series, 1985), pp. 140-144.
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65. Glen T. Cameron, "Does Publicity Outperform Advertising? An Experimental Test of the Third-Party Endorsement," Journal of Public Relations Research 6 (1994.), pp. 185-207.
66. Alain d'Astous and Claude Hébert, "Une Étude Comparative Des Effets De La Publicité Ecrite Conventionnelle Et Du Public-Reportage," in T. Schellinick (ed.), Marketing: Proceedings of the Annual Conference of the Administrative Sciences Association of Canada. (Niagara Falls, Ontario: Administrative Sciences Association of Canada, 1991), pp. 102-112.
67. Kirk Hallahan, op. cit.
68. Dulcie Straughan, Glen L. Bleske, and Xinshu Zhao, "Modeling Format and Source Effects of an Advocacy Message," paper presented to Association for Education in Journalism and Mass Communication, August 1994, Atlanta, GA.
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