You've probably seen the National Highway Traffic Safety Administration ads on drunken driving, advising motorists to "drive sober or get pulled over." You may have seen ads from Drop It and Drive, a ...

Through planned advertising, a small business can use products to persuade consumers to buy. The trick is to find products that have a motivating meaning to consumers. The meaning of a product can ...

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 ...

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 ...