Christa Jean-Baptiste

Mentor: Rita Rosenthal, Professor in Communication

Title: Persuasion & Auto Insurance: How Processing Routes Affect Advertisement Effectiveness

This research aims to investigate the effectiveness of auto insurance advertisements in regard to the 4 most basic demographic data collected for Liberty Mutual, Allstate, Progressive and State Farm. This paper presents a brief analysis of several advertisements from each company in an attempt to decipher the appeals being used and how those appeals may target specific demographic groups. Using the Elaboration Likelihood Model as the main framework, the author attempts to make conclusions about how the different demographic groups are processing the advertisements at hand and how effective they are for those groups.