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1、UnderstandingAdvertisingEffectivenessfromaPsychologicalPerspective:TheImportanceofAttitudesandAttitudeStrengthDerekD.Rucker,RichardE.PettyandJosephR.Priester"Advertisingispersuasion,andpersuasionisnotadvertising,isbetterconceptualizedasaascience.butanart.Advertisingistheartofscience.Asascience,weca
2、nadopttheoreticalpersuasion."perspectivesandexamineempiricalfindingstounderstandfactorsthatcontributetoWilliamBernbach,quotedinStephenFox,successfuladvertising.Tothisend,wedrawTheMirrorMakers,1984.onthevastscientificliteratureinpsychologytounderstandsomeoftheunderpinningsofLikeBembach,oneofadvertis
3、ing'sgreatestsuccessfuladvertising.pioneers,manyhavedirectlylinkedthestudyofadvertisingtothestudyofpersuasion.Forinstance,previousvolumesonadvertisinghaveincludedchaptersthatintegrateworkCHAPTEROVERVIEWfromthepersuasionliterature(Tellis,1998,2004).Indeed,oneofthedominantgoalsThischapterprovidesafra
4、meworkforunderofadvertisingistopersuadetheconsumerstandingthefactorsthatcontributetoadverofthebenefitsofaproductorserviceandtisingeffectivenessbyattendingtotworichtostimulateapurchase.Whilewearelikeliteraturesinthedomainofpersuasion.First,mindedwithBembachwhenitcomestothewefocusonclassicandcontempo
5、rarytheonotionthatadvertisingistiedtopersuasion,reticalapproachestounderstandingattitudewedivergemarkedlyfromBembachinchange.Wediscussconceptualizationsandthatwebelievepersuasion,andthereforefindingsthathelpunderstandwhenvarious.......7574UNDERSTANDINGADVERTISINGEFFECTIVENESSFROMAPSYCHOLOGICALPERSP
6、ECTIVEHOWADVERTISINGWORKSelementsofadvertisementswillbesuccessfulcommercialforagreetingcardengendersSourcefactorsincludedvariablesassociatedContemporaryapproach:inpromotingfavourableattitudes.Second,warmfeelingsinanindividual,theextenttowiththepersondeliveringthemessage,suchTheelaborationlikelihood
7、modelwefocusonworkonattitudestrength.whichthatwarmthistransferredtothespecificasthecredibilityorattractivenessoftheTheprevalenceofconflictingstudiesposedAswillbediscussed,attitudestrengthisgreetingcardbrand
