Advertising Stimulus Effects: A Review

Abstract

In an earlier review of the literature dealing with executional effects in advertising (Percy 1983), an effort was made to integrate all of the relevant literature from psychology and other disciplines that was broadly applicable to communication, and hence to advertising. The follow-up review by Gelb, Hong and Zinkhan (1985) leaned more heavily upon literature more directly related to advertising, and that is the thrust of this review as well. Generally, this review is restricted to those articles appearing after 1984. Occasionally, however, a previously reviewed article may be mentioned because of its relevance to more recent work.