Conceptual Models of How Advertising Works to Persuade Individuals

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as Ford are also great examples of companies that primarily use their advertisements to create a feeling in the consumer that is purposed for driving a behavior.

The Multilevel Hierarchy of Effects Model is more comprehensive and integrative as it uses a combination of all three models to assert that advertising works in multiple ways and different messages are required at different times to driving a purchase decision. This model is arguably much more realistic, especially in today’s society when consumers have an inordinate number of choices and there are so many mediums to deliver an advertisement. For instance, an ad I see online for a sale may drive a very impulsive behavior to buy it where as if I saw an ad for the same product on TV, it may not lead to as quick of a purchasing decision.

The Elaboration Likelihood Model illustrates how attitudes are shaped, formed and reinforced by persuasive arguments. The basic idea is that when someone is presented with information, some level of “elaboration” occurs, otherwise known as an attempt to evaluate, remember and accept/reject a message. There can either be a high level or low level of elaboration and depending on the level, the message will either be processed centrally or peripherally. The goal is to get the information processed centrally as that means the audience is more engaged and attracted to the message. A great example of a company that illustrates this model is Amazon. Amazon prides itself on delivering a user friendly experience, with a variety of options for product selection and readily available information and reviews on all the products offered. People can either process product information on Amazon peripherally if they are filtering based on price and free shipping, or centrally if they are searching based on rating and reviews. For a company like Amazon that faces competitors who include stores where people can interact with knowledgeable sales reps, it is critical to make product information readily accessible.

The method in which people process information and are persuaded to buy a product is complex and can be completely unique for every person. None of these five models can truly answer how or why every person will be persuaded by an advertisement, however these models can help companies understand how shaping attitudes can also shape behaviors. Persuasion at its core is communication and requires a strong clear message to be delivered from one party to another. It is also an attempt to influence which requires you to understand your audience and determine if a low or high involvement process is needed to drive action. In addition, these models demonstrate that persuasion is not coercion and it is up to the individual to form or change their attitude. Finally, persuasion can reinforce attitudes and most audiences have opinions that be need to be reinforced from time to time (such as in the case of cognitive dissonance).