Consumers’ Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories
提出了一个整合广告说服模型，梳理了信息处理文献中的主要理论和实证发现，描述了人们处理说服性信息并形成判断的三种策略，以及判断修正阶段，对广告从业者具有指导意义。
In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered in the information-processing literature. The authors begin by reviewing this literature, placing particular emphasis on the assorted processes or mechanisms that have been suggested to mediate persuasion. To consolidate this material, the authors propose a framework that delineates three alternative strategies that people may use to process persuasive communications and form judgments, in which each strategy represents a different level of cognitive resources that is employed during message processing. In addition, the framework identifies a judgment correction stage that allows people to attempt to correct their initial judgments for biases that they perceive may have affected such judgments. The authors add to this by identifying particular processes that appear to mediate when and how these judgment formation and judgment correction processes operate. They also attempt to foster growth by specifying some of the critical issues and gaps in the knowledge that appear to impede further progress. Finally, the authors clarify how the proposed framework can inform the decisions advertising practitioners make about advertising execution and media factors.