〈畅销书〉受众心理与广告效果（英文版）.pdfVIP

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