How ads work: Persuasion

 

There has been a growing stream of research focusing on the application of rhetorical figures in advertising. Resonance, a rhetorical figure based on a visual-verbal interaction, is the issue of inter ...

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in c ...

This article introduces a new framework for copy testing. It reveals how the quality of advertising-specific elements (as perceived by the viewer) function to trigger persuasion. Building on McGuire’s ...

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a ...

This paper searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands. Initi ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

Mark Earls, Ogilvy executive planning director, argues that human behaviour is better understood by thinking of consumers as herd animals (rather than individual decision makers). He then goes on to ...

This robust structural modeling study, with over 23,000 responses to 240 advertising messages, found that affect when measured by a visual measure of emotional response dominates over cognition for pr ...

A tailpiece about `strong persuasion' in a non-advertising context (Aeschylus' Oresteia, Ted Hughes' translation), in contrast with the way advertising works.

An exploratory study of how the general public perceives specific TV ads has shown that about half do not see them as differentiating the brand, or as giving information about it. Hence there is then ...

Discusses models of how communication (or at least persuasion) works. The most effective messages are ones which 'entice (the receivers) into mental collaboration': successful communication cannot be ...

Experiments suggest that attitudes to ads are based on whether emotions deviate positively or negatively from their previous levels, and that people prefer ‘improving’ emotions. The beneficial effects ...

The presentation of qualitatively equivalent data in different formats can have a considerable impact on consumer preferences and evaluations. The perceived differences between options are more powerf ...

To examine the apparent power of appeals urging consumers to imagine the product experience, three studies were undertaken to explore the mediating role of imagery accessibility. Research demonstrated ...

Little information exists on the use (or not) of shopping lists, though it is known that such behaviour affects purchase activity. This exploratory study examines the list as a moderator of purchase b ...

Spectacular, themed environments have been theorised as places where play is limited and consumer agency is overpowered. In a multiperspectival ethnographic engagement with the Entertainment and Sport ...

The article investigates how consumers respond to influence attempts by interpersonal marketing agents such as salespeople and service personnel. The consumer is conceptualised as a goal-directed indi ...

The paper examines personal/consumer behaviour in terms of the success or failure in achieving set goals. It suggests that though those who set themselves goals (in, for example, saving money) may per ...

Based on recent theories of persuasion knowledge and rhetorical figures in advertising, the paper suggests conditions under which rhetoricals are likely to enhance argument elaboration (low salience o ...

The authors suggest that liking and disliking appear asymmetrically linked in memory. Experiments were undertaken which suggested, amongst other things, that liking queries about objects are answered ...

Three experiments provide support for the Attitude Strength, Consideration and Choice Model, which hypotheses (a) that attitude strength moderates the influence of attitudes on consideration and (b) c ...

Two types of goal are identified in the literature, ideals (based on hopes, wishes and aspirations) and oughts (duties, responsibilities etc). The paper explores the impact of these two goals on consu ...

The authors suggest that attitude functions (knowledge, value expressive, etc) can help explain and predict purchase intervals. The effects of such functions are contingent on contextual factors, whic ...

The paper suggests that buyer demand for a product can depend directly and indirectly on the marketing efforts of ‘other products’ in different categories. A behavioural rationale for the existence of ...

The authors examine the effect of the level of effort required to obtain a loyalty program reward on consumers’ perception of the programme’s attractiveness. It is suggested that in some conditions, i ...

The article examines whether brand-switching elasticities derived from logit choice models are overestimated as a result of a rational consumer adjustment of purchase timed to coincide with promotion ...

Prior research had suggested that competitive interference was undesirable given its negative effects on brand-attribute recall. The authors propose that competitive interference may be beneficial und ...

The paper examines how time constraints influence consumers’ product evaluation over different levels of price information. A model incorporating both the motivational and resource effects of time con ...

The paper notes than an object capable of satisfying need (for example, food) becomes more valuable as the need for it intensifies, and this could be called a valuation effect. It then suggests a seco ...