Abstract

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Conceptual Models of How Advertising Works to Persuade Individuals

Paul Farris
University of Virginia (UVA) - Darden Graduate School of Business Administration

Ervin Shames
University of Virginia (UVA) - Darden Graduate School of Business Administration

Darden Case No. UVA-M-0681

Abstract:
This note provides a brief overview of some important perspectives on how advertising messages "work" to persuade consumers. The note reviews the traditional hierachy of effects, cognitive dissonance, lower involvement, and elaboration by aspects models of consumer behavior.

Keywords: advertising, decision making

Working Paper Series

Date posted: June 16, 2009 ; Last revised: August 04, 2009

Suggested Citation

Farris, Paul and Shames, Ervin, Conceptual Models of How Advertising Works to Persuade Individuals. Darden Case No. UVA-M-0681. Available at SSRN: http://ssrn.com/abstract=1420580

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Contact Information

Paul Farris (Contact Author) University of Virginia (UVA) - Darden Graduate School of Business Administration ( email ) P.O. Box 6550 Charlottesville, VA 22906-6550 United States 434-924-0524 (Phone) HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm
Ervin Shames University of Virginia (UVA) - Darden Graduate School of Business Administration ( email ) P.O. Box 6550 Charlottesville, VA 22906-6550 United States HOME PAGE: http://www.darden.virginia.edu/faculty/shames.htm

Abstract

Date posted: June 16, 2009 ; Last revised: August 04, 2009

Suggested Citation

Contact Information

Paul Farris (Contact Author)

Ervin Shames