Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.

Chapter 5: Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength

Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength

Understanding advertising effectiveness from a psychological perspective: The importance of attitudes and attitude strength
Derek D.Rucker, Richard E.Petty, Joseph R.Priester

“Advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.”

William Bernbach, quoted in Stephen Fox, The Mirror Makers, 1984.

Like Bernbach, one of advertising's greatest pioneers, many have directly linked the study of advertising to the study of persuasion. For instance, previous volumes on advertising have included chapters that integrate work from the persuasion literature (Tellis, 1998, 2004). Indeed, one of the dominant goals of advertising is to persuade the consumer of the benefits of a product or service and to stimulate a purchase. While we ...

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