Conceptual Models of How Advertising Works to Persuade Individuals

Abstract

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

Excerpt

UVA-M-0681

Rev. Apr. 8, 2015

Conceptual Models of How Advertising Works to Persuade Individuals

Even though it has been an intimate part of our lives for nearly a half a century, advertising remains an enigma.

—Robert Heath

Advertising Strategy as Context

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Keywords: advertising, decision making