This note provides a brief overview of some important perspectives on how advertising messages "work" to convince consumers. The note addresses the traditional hierarchy of effects, cognitive dissonance, reduced participation and development of aspects of the model of consumer behavior. "Hide
by Paul W. Farris, Tanya Calderon de la Pena 6 pages. Publication Date: December 8, 2003. Prod. #: UV2935-PDF-ENG
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