publication . Research . 2007

Emotional Persuasion in Advertising: A Hierarchy-of-Processing Model

Heath, R;
Restricted English
  • Published: 19 Dec 2007
  • Country: United Kingdom
There is a widespread belief that effective advertising works persuasively within an information processing paradigm. High attention is regarded as being of critical importance in facilitating this process, and emotional content is seen as supporting information processing by raising levels of attention. Recent research, however, suggests that emotional content in advertising can influence brand favourability even when rational content has no effect. This article explores the psychology behind the processing of emotion and attention, and presents a ‘hierarchy-of-processing’ model which shows how advertising can influence brand choice without the need for informa...
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