Conceptual Models of How Advertising Wor...
Farris, Paul W.;de...
Conceptual Models of How Advertising Works to Persuade Individuals
Farris, Paul W.; de la Pena Calderon, Tania
M-0681 | Published December 8, 2003 | 6 pages. Technical Note
Collection: Darden School of Business
Product Details
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.
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