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A five-tier model of human needs. Advertising can appeal to different levels of needs, from physiological to self-actualization.

Pursuit of happiness leads to a cycle of desire and gratification. Advertising exploits this by presenting products as new sources of happiness, emphasizing continuous consumption.

Limited availability increases desirability. Advertising denotes scarcity through limited-time offers or exclusive products to prompt quicker consumer decisions.

People desire consistency in their beliefs, attitudes, and behaviors. Ads can either alleviate dissonance or create a state that can only be resolved by purchasing the product.

Two processing routes: heuristic is quick and effortless, systematic is detailed and critical. Ads use heuristic cues for quick decisions or systematic messaging for thoughtful decisions.

Attention, Interest, Desire, Action Principle. AIDA is used in advertising to structure the stages of consumer engagement and action towards a product.

Mental discomfort from conflicting thoughts or beliefs. Advertising can aim to resolve dissonance through product positioning or by changing consumer beliefs.

The process by which an innovation is adopted over time. Advertising aims to accelerate the adoption process by targeting different segments, from innovators to laggards.

Intentions predict behavior, influenced by attitudes and norms. In advertising, it is used to develop campaigns that shape consumer attitudes and perceived norms to drive intentions.

Long-term exposure to media shapes perceptions of reality. Advertising contributes to cultivation by repeatedly showing messages that reinforce certain products or lifestyles.

Habits are automatic behaviors formed through repetition. Advertising encourages product use by creating easy-to-repeat routines and associating them with positive outcomes.

People look to others when determining proper behavior. Advertising uses social proof through user testimonials, reviews, and influencer endorsements to persuade consumers.

People tend to return favors. Advertising uses promotions or free samples to invoke the reciprocity principle, encouraging consumers to make purchases.

Behavior change is a process of stages: pre-contemplation, contemplation, preparation, action, and maintenance. Advertising targets different stages to move consumers towards a behavior change such as product adoption.

Behavior is prompted by motivation, ability, and triggers. In advertising, this model is used to craft messages that motivate consumers, ensuring they feel capable of taking action and providing clear triggers to do so.

Increased exposure to a stimulus improves its perception. Advertising capitalizes on this by frequently displaying brand messages to increase consumer preference.

Over time, people may forget the source of information but remember the message. Advertising utilizes this by creating memorable messages that persist even after the ad source is forgotten.

Consumers learn behavior and norms through social interactions. Advertising targets age groups to shape purchasing patterns and brand loyalty from an early age.

Behavior is influenced by intentions, control beliefs, and subjective norms. Advertising attempts to shape these components to drive specific consumer behaviors.

People infer their attitudes from their behaviors. Ads create situations where consumers can imagine using a product, thus influencing their perception and attitudes towards the brand.

Two routes to persuasion: central and peripheral. Application involves tailoring advertisement complexity based on the audience’s likelihood to process information.

Consumers use media to satisfy specific needs or desires. Advertising leverages this by creating content that satisfies these needs thus attracting consumer attention.

Behavior is a result of expected outcomes. Advertising influences expectations by suggesting certain rewards or benefits from using a product or service.

Learning occurs by observing others. Advertising uses endorsements and testimonials to illustrate desirable behavior and outcomes, thereby encouraging imitation.