Linda F. Alwitt Leo Burnett U.S.A.
Andrew A. Mitchell University of Toronto
The chapters in this volume make a number of important contributions to our understanding of the persuasion process and have a number of implications for advertisers in developing and testing advertising campaigns. The first section of these concluding remarks contains a discussion of the contribution of the papers toward providing a better understanding of the persuasion process. The implications of the papers for advertising practitioners are discussed in the second section.
As mentioned in the introduction, the dominant model of the persuasion process in the early to mid 1970s was one where individuals actively processed the content of the message in a persuasive communication. According to this model, which has been termed the high involvement/verbal response model, individuals had to go through a series of independent stages that included attention, comprehension, yielding and retention of the message in order for persuasion to occur. Since then, considerable effort has been directed at identifying alternative models of the persuasion process, the mediators that affect this process and the variables that determine which of the alternative models may be operating. The chapters in this volume provide further insights into