As a part of research projects in Theories of Persuasive Communication and Consumer Decision Making in Fall 1997, each seminar participant presents a theory of advertising, communication and consumer behavior. Agenda Setting Theory Cognitive Consistency Theory Cognitive Dissonance Theory Cognitive Response Theory Emotion in Advertising Functional Theory Hierarchy of Effects Learning Theory and Advertising Low-Involvement Theory Mere Exposure and Attitude Formation Nonverbal Communication One-sided vs. Two-sided Messages Order Effects Theory Personality Theory in Persuasion and Advertising Selective Perception Social Influence Theory Social Judgment Theory Theory of Reasoned Action I

Advisor: John D. Leckenby
Department of Advertising
The University of Texas at Austin