Developing Successful Communication Strategies: A Test of an Integrated Framework for Effective Communication1

Authors

  • Bas van den Putte,

    Corresponding author
    1. Department of Communication University of Amsterdam Amsterdam, The Netherlands
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  • Godfried Dhondt

    1. Department of Communication University of Amsterdam Amsterdam, The Netherlands
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    • 3

      Godfried Dhondt is now at Dexter Communication and Personal Management, Amsterdam, The Netherlands.


  • 1

    The authors thank Stichting Wetenschappelijk Onderzoek Commerciële Communicatie (foundation for scientific research into commercial communication) for funding this study.

Correspondence concerning this article should be addressed to Bas van den Putte, ASCoR, Department of Communication, University of Amsterdam, Kloveniersburgwal 48, 1012 CX Amsterdam, The Netherlands. E-mail: s.j.h.m.vandenputte@uva.nl

Abstract

In studies of advertising, many communication strategies have been formulated, but little research has been carried out on the process of deciding what strategy can be used best in a particular situation. In social psychology, models have been developed that specify a number of behavioral determinants. Though communication practitioners often use these models, scientific proof of the effectiveness of persuasive messages based on these models is largely absent. In this study, knowledge from advertising studies and social psychology is combined in an integrated framework for effective communication. In an experiment on chocolate-bar buying behavior, we prove that by making use of this framework, we can predict which advertising strategy is the most effective.

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