個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Conceptual Models of How Advertising Works to Persuade Individuals
內容大綱
This note provides a brief overview of some important perspectives on how advertising messages "work" to persuade consumers. The note reviews the traditional hierarchy of effects, cognitive dissonance, lower involvement, and elaboration by aspects models of consumer behavior.