How Advertisers Influence Us via Rokeach’s BAV Model of Beliefs, Attitudes, and Values

BAVweb

We all know advertisers attempt to influence us . . . it’s pretty much their bread and butter.

How do they influence us? What’s one of the key mechanisms for influence? How to advertisers get us to actually care about their products? To feel as if they are much more important than they actually are?

In the 1950’s Milton Rokeach asked these very questions and developed a model of Beliefs, Attitudes, and Values (aka BAV Model) which shows that certain beliefs are more important to the personality construct than others and that advertisers typically attempt to link their more inconsequential product preferences with these deeper held beliefs, attitudes, or values.

Here’s a very brief video in which I summarize the BAV Model for my communication students at the university.

Feel free to check out and subscribe to my Youtube channel at http://www.youtube.com/user/briandavidphillips for more.

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