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Consumers' processing of persuasive advertisements: an integrative framework of persuasion theories

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A study is presented in which the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered in the information-processing literature. The study begins by reviewing this literature, placing particular emphasis on the assorted processes or mechanisms that have been suggested to mediate persuasion. To consolidate the material, the study proposes a framework that delineates 3 alternative strategies that people may use to process persuasive communications and form judgments, in which each strategy represents a different level of cognitive resources that is employed during message processing. The framework also identifies a judgment correction stage that allows people to attempt to correct their initial judgments for biases that they perceive may have affected such judgments. The study adds to this by identifying particular processes that appear to mediate when and how these judgment formation and judgment correction processes operate. They also attempt to foster growth by specifying some of the critical issues and gaps in the knowledge that appear to impede further progress. Finally, the study clarifies how the proposed framework can inform the decision advertising practitioners make about advertising execution and media factors.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Consumer advertising Behavioral Decision Theory studies
ISBN/ISSN	920703
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data