International Journals of Multidisciplinary
Research Academy (IJMRA)

Abstract:
This study investigates the psychological mechanisms underlying persuasion in advertising and their impact on consumer behavior. Grounded in classical persuasion theories — including Cialdini's principles of influence, the Elaboration Likelihood Model (ELM), and Social Learning Theory — the research examines how emotional appeal, social proof, scarcity, authority cues, and reciprocity shape consumer purchase intentions and brand attitudes. Using a quantitative cross-sectional design, data were collected from 80 respondents through a structured Likert-scale questionnaire and analyzed using SPSS (v.26) via descriptive statistics, Pearson correlation, and multiple regression analysis.
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