Advertising Principles - Evidence-based principles

Evidence on Principles


Evidence on principles 


New Evidence on Principles

New Evidence



The following references were used to create, test, and illustrate principles. The articles can be accessed on the Internet by inserting the title of the paper in a Google Advanced Search, while the books can be accessed via Amazon. (Scott Armstrong’s papers can be accessed by clicking on the titles.)

Videos on research studies

This section presents videos that illustrate evidence for the persuasion principles.


Principle of the day:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

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