Due to the fact that advertising works in a multidimensional environment,
advertising research in the academic field is made up of an integration
of various fields of studies, such as marketing, psychology, sociology,
and even neuroscience.
At the core of this research is consumers, the people that determine the final results of any advertisement. Therefore, many scholars have tried to understand how advertising affects consumers in order to formulate advertising effectiveness and to predict consequent consumer behavior.
Although there are thousands of books, journal articles, research papers, and unpublished studies dealing with the matter of advertising effectiveness, they can be categorized by the following four representative perspectives.
Based on the assumption that advertising must have, consciously or unconsciously,
some mental effect on consumer behavior, the following perspectives are examined:
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