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Advertising Exposure, Memory and Choice

2013-06-17 Business & Economics
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Release : 2013-06-17
Genre : Business & Economics
Kind : eBook
Book Rating : 984/5 ( reviews)

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Book Synopsis Advertising Exposure, Memory and Choice by : Andrew A. Mitchell

Download or read book Advertising Exposure, Memory and Choice written by Andrew A. Mitchell. This book was released on 2013-06-17. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

Advertising Exposure, Memory, and Choice

1993 Advertising
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Release : 1993
Genre : Advertising
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Advertising Exposure, Memory, and Choice by : Andrew A. Mitchell

Download or read book Advertising Exposure, Memory, and Choice written by Andrew A. Mitchell. This book was released on 1993. Available in PDF, EPUB and Kindle. Book excerpt:

The Psychology of Advertising

2010-07-12 Business & Economics
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Release : 2010-07-12
Genre : Business & Economics
Kind : eBook
Book Rating : 238/5 ( reviews)

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Book Synopsis The Psychology of Advertising by : Bob M. Fennis

Download or read book The Psychology of Advertising written by Bob M. Fennis. This book was released on 2010-07-12. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charity (even to causes we have not heard of before), voting for political candidates (even of questionable reputation), and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume such as: What impact does advertising have on consumer behaviour? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? What messages "get across" and when and why? This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language. The authors have included a glossary of frequently used concepts which assists student comprehension, making it a unique and invaluable volume for advanced undergraduate and graduate students as well as researchers and lecturers in social psychology, marketing, and communications. It is also a useful resource for professionals working in advertising, public health, public services and political communication.

Emotions, Advertising and Consumer Choice

2007 Business & Economics
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Release : 2007
Genre : Business & Economics
Kind : eBook
Book Rating : 984/5 ( reviews)

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Book Synopsis Emotions, Advertising and Consumer Choice by : Flemming Hansen

Download or read book Emotions, Advertising and Consumer Choice written by Flemming Hansen. This book was released on 2007. Available in PDF, EPUB and Kindle. Book excerpt: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.

The Psychology of Advertising

2015-12-08 Business & Economics
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Author :
Release : 2015-12-08
Genre : Business & Economics
Kind : eBook
Book Rating : 061/5 ( reviews)

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Book Synopsis The Psychology of Advertising by : Bob M. Fennis

Download or read book The Psychology of Advertising written by Bob M. Fennis. This book was released on 2015-12-08. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charity (even to causes we have not heard of before), voting for political candidates (even of questionable reputation), and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume such as: What impact does advertising have on consumer behaviour? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? What messages "get across" and when and why? This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language. The authors have included a glossary of frequently used concepts which assist student comprehension, making it a unique and invaluable volume for advanced undergraduate and graduate students, as well as researchers and lecturers in social psychology, marketing, and communications. It is also a useful resource for professionals working in advertising, public health, public services and political communication.

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