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Testimonial
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==Research== Research by Martin, Wentzel and Tomczak (2008) found that the effectiveness of testimonials depends on the degree to which consumers are influenced by normative pressure and the quality of the product features highlighted. Results showed that people influenced by peer pressure place a greater emphasis on the testimonial than on the attribute information. In contrast, people who ignore the opinions of others are more influenced by attribute information.<ref>{{cite journal |last1=Martin |first1=Brett A. S. |last2=Wentzel |first2=Daniel |last3=Tomczak |first3=Torsten |year=2008 |title=Effects of Susceptibility to Normative Influence and Type of Testimonial on Attitudes toward Print Advertising |work=Journal of Advertising |volume=37 |issue=1 |pages=29β43 |doi=10.2753/JOA0091-3367370103}}</ref>
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