Persuasion knowledge refers to consumers’ awareness and understanding of the tactics, intentions and strategies employed by advertisers to influence attitudes and behaviour. Rooted in cognitive and ...

What makes a political ad effective? Are positive campaign ads better than negative ones? Should ads be more or less pushy? According to new research, the answer to all of these questions is a ...

Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology ...

What’s going on in a person’s head when a set of arguments actually changes their opinion? Is it the rational analysis of evidence? Is it a simple emotional reaction? In truth, it could be either of ...

Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

Chances are, you remember an ad slogan or jingle from your youth. You might not even like it, but you’ll never forget it. That’s because repetition is one of the simplest techniques of persuasion used ...