Abstract
A point that is often overlooked is that “who” says something, or “how” it is said, is as important as “what” is being said—and vice versa. Some years ago, Tannenbaum and Osgood (at the University of Illinois) developed what was called the “congruity principle” to provide a predictive model for linking these factors. The field of attitude measurement in which they worked is closely allied to the persuasive purposes of advertising. The following use of relatively sophisticated research techniques should be of particular interest to those in the field of mass consumer persuasion who have heretofore considered “attitudes” or “images” and the various techniques of advertising as separate concepts, whose possible interrelationships need not be considered.
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