How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness

Heuristic versus systematic information processing and the use of source versus message cues in persuasion.

Shelly Chaiken · Journal of Personality and Social Psychology · 1980 · 5K citations

Behavioral Decision Making, Persuasive Technology, Information Seeking +22

An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

Scott MacKenzie, Richard J. Lutz · Journal of Marketing · 1989 · 2.1K citations

Customer Satisfaction, A Ad Formation, Targeted Advertising +17

The Impact of Television Advertising: Learning Without Involvement

Herbert E. Krugman · Public Opinion Quarterly · 1965 · 1.5K citations

Consumer Uncertainty, Targeted Advertising, Consumer Research +24

Heuristic and systematic information processing within and beyond the persuasion context.

Shelly Chaiken, Akiva Liberman, Alice H. Eagly · 1989 · 1.4K citations

Systematic Information Processing, Cognitive Science, Behavioral Sciences +14

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

Scott MacKenzie, Richard J. Lutz, George E. Belch · Journal of Marketing Research · 1986 · 1.1K citations

Customer Satisfaction, Targeted Advertising, Consumer Research +17