ABSTRACT
Over the last 20 years, considerable progress has been made in advancing our theoretical understanding of the psychological effects of advertising. Early in this period, research focused on identifying mediators of advertising exposure on attitude formation and change. This research has indicated that the number of support and counterarguments generated during exposure to an advertisement (Wright, 1973), attitude toward the ad (Mitchell & Olson, 1981), and beliefs about the advertised product (Lutz, 1975) mediate attitude formation or change.
