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Conceptual Models of How Advertising Works to Persuade Individuals
Farris, Paul W.; de la Pena Calderon, Tania Technical Note M-0681 / Published December 8, 2003 / 6 pages.
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Product Overview

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.

  • Overview

    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.

  • Learning Objectives