How Advertising Works: What Do We Really Know?
回顾了250多篇文献，归纳了广告影响消费者的模型，总结了五个关于广告如何起作用的普遍结论，并提出未来研究方向。
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize five generalizations about how advertising works and propose directions for further research. Advertising effects are classified into intermediate effects, for example, on consumer beliefs and attitudes, and behavioral effects, which relate to purchasing behavior, for example, on brand choice. The generalizations suggest that there is little support for any hierarchy, in the sense of temporal sequence, of effects. The authors propose that advertising effects should be studied in a space, with affect, cognition, and experience as the three dimensions. Advertising's positioning in this space should be determined by context, which reflects advertising's goal diversity, product category, competition, other aspects of mix, stage of product life cycle, and target market.