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Understanding Advertising
Effectiveness from a Psychological
Perspective: The Importance of
Attitudes and Attitude Strength
Derek D. Rucker, Richard E. Petty and
Joseph R. Priester
Advertising is persuasion, and persuasionis not advertising, is better conceptualized as a
a science. but an art. Advertising is the art of science. As a science, we can adopt theoretical
persuasion. perspectives and examine empirical findings
to understand factors that contribute to
William Bernbach, quoted in Stephen Fox, successful advertising. To this end, we draw
The Mirror Makers, 1984.
on the vast scientific literature in psychology
to understand some of the underpinnings of
Like Bembach, one of advertisings greatest
pioneers, many have directly linked the study successful advertising.
of advertising to the study of persuasion.
For instance, previous volumes on advertising
CHAPTER OVERVIEW
have included chapters that integrate work
from the persuasion literature (Tellis, 1998,
2004). Indeed, one of the dominant goals This chapter provides a framework for under
of advertising is to persuade the consumer standing the factors that contribute to adver
of the benefits of a product or service and tising effectiveness by attending to two rich
to stimulate a purchase. While we are like literatures in the domain of persuasio
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