Conceptual Models of How Advertising Works to Persuade Individuals

6 Pages Posted: 16 Jun 2009

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Tania de la Pena Calderon

University of Virginia - Darden School of Business

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

. . .

Keywords: advertising, decision making

Suggested Citation

Farris, Paul and de la Pena Calderon, Tania, Conceptual Models of How Advertising Works to Persuade Individuals. Darden Case No. UVA-M-0681. Available at SSRN: https://ssrn.com/abstract=1420580

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( 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

Tania De la Pena Calderon

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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