J. Meyers-levy et P. Malaviya, Consumers' processing of persuasive advertisements: An integrative framework of persuasion theories, J MARKET, 63, 1999, pp. 45-60
In this article, the authors propose an integrative model of advertising pe
rsuasion that orders the major theories and empirically supported generaliz
ations about persuasion that have been offered in the information-processin
g literature. The authors begin by reviewing this literature, placing parti
cular emphasis on the assorted processes or mechanisms that have been sugge
sted to mediate persuasion. To consolidate this material, the authors propo
se 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 emplo
yed during message processing. In addition, the framework identifies a judg
ment correction stage that allows people to attempt to correct their initia
l 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 proc
esses operate. They also attempt to foster growth by specifying some of the
critical issues and gaps in the knowledge that appear to impede further pr
ogress. Finally, the authors clarify how the proposed framework can inform
the decisions advertising practitioners make about advertising execution an
d media factors.