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Home→The Westburn Dictionary of Marketing→P→Palda, Kristian

Palda, Kristian

Definition:
Canadian academic who in 1966 voiced serious misgivings about the HIERARCHY-OF-EFFECTS model of advertising effect in a widely quoted and reprinted journal article. Despite his cogently argued objections and those of several equally respectable theoreticians in the intervening twenty-odd years, the hierarchy-of-effects remains the dominant conceptual underpinning of advertising practice - usually implicitly rather than explicitly.

Cross-References:
[hierarchy-of-effects]

Links:

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].