Attitude Change through Visual Imagery in Advertising
- 1 June 1980
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 9 (2) , 10-16
- https://doi.org/10.1080/00913367.1980.10673313
Abstract
A new theory of the way in which advertising can influence consumers' attitudes toward products is proposed. The theory is based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude. A supportive experiment is presented and the persuasive function of visual imagery in advertising is discussed.Keywords
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