Peter Wright

TL;DR: In this article, the authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts and discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.

TL;DR: Designing effective marketing programs requires forecasting the choice strategy a consumer will use in a given decision environment and both simplifying and optimizing considerations may affect the design of these programs.

TL;DR: In this article, the authors conceptualized the process by which perceived advertising expense acts as a cue to quality and found that knowledge of cost-related campaign elements can evoke advertising expense inferences that influence quality predictions, and these inferences may be spontaneous.

TL;DR: This paper explored the content of people's conceptions of how television advertising influences its audience and found that lay people and researchers share many basic beliefs about the psychology of persuasion but also indicate some dissimilarities in these groups' persuasion knowledge.