Abstract
Advertising campaigns influence consumer behavior using key concepts that the behavioral sciences have mapped using controlled and randomized lab experiments. The aim of this bibliographic research article is, therefore, to present, articulate and discuss the main theories of social psychology regarding both attitude and behavior change. More specifically, this study seeks to reduce the distance between the theoretical-conceptual framework of psychology and the professional practice of advertising production, proposing an interface between these two universes and offering suggestions on how psychological insights could be applied to improve advertising effectiveness.
Keywords
Social influence; Attitude change; Behavior change; Consumer behavior; Advertising