Living in a Social World
Psy 324: Advanced Social Psychology
Fall, 1996
Miami University

Social Psychological Factors Underlying the Impact of Advertising

Jon Gresko, Lynn Kennedy, & James Lesniak

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Psychology in advertising has long been used as an effective means to sell a product or service. Understanding the underlying concepts that affect human psychology can help a company better sell their product or alternatively can help a consumer understand marketing strategies that get them to buy products.

Persuasion is the changing of attitudes by presenting information about another attitude. This information is then processed one of two ways: centrally or peripherally. If it is processed centrally the attitude change is more likely to have permanence. If......

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