--Advertising is effective in changing attitudes, and principles of social psychology can help us understand when and how advertising works.
--Social psychologists study which communicators can deliver the most effective messages to which types of message recipients.
--Communicators are more effective when they help their recipients feel good about themselves. Attractive, similar, trustworthy, and expert communicators are examples of effective communicators.
--Attitude change that occurs over time, particularly when we no longer discount the impact of a low-credibility communicator, is known as the sleeper effect.
--The messages that we deliver may be processed either spontaneously or thoughtfully. When we are processing messages only spontaneously, our feelings are more likely to be important, but when we process the message thoughtfully, cognition prevails.
--Both thoughtful and spontaneous messages can be effective, in different situations and for different people.
--One approach to improving an individual's ability to resist persuasion is to help the person create a strong attitude. Procedures such as forewarning and inoculation can help increase attitude strength and thus reduce subsequent persuasion.
--Taken together, the evidence for the effectiveness of subliminal advertising is weak, and its effects may be limited to only some people and only some conditions.