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Psychological Processes and Advertising Effects

1985
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Release : 1985
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Book Rating : 872/5 ( reviews)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt. This book was released on 1985. Available in PDF, EPUB and Kindle. Book excerpt: There has been a dramatic transformation in our understanding of how advertising affects consumer behavior. Theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence have provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, memory, the processing of visual information, and affect have been incorporated into our models of advertising effects. Because of this, richer models of advertising affects that include these psychological processes have been developed. The chapters in this volume focus on the psychological processes which contribute to our understanding of how advertising works.

Psychological Processes and Advertising Effects

2021-12-20
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Release : 2021-12-20
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Kind : eBook
Book Rating : 801/5 ( reviews)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt. This book was released on 2021-12-20. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behaviour was undergoing a dramatic transformation. However, there were still many unanswered questions. Originally published in 1985, the chapters in this volume provide insights into these questions.

Psychological Processes and Advertising Effects

2022-02-16 Psychology
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Release : 2022-02-16
Genre : Psychology
Kind : eBook
Book Rating : 127/5 ( reviews)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt. This book was released on 2022-02-16. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

The Psychology of Advertising

2015-12-22 Psychology
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Release : 2015-12-22
Genre : Psychology
Kind : eBook
Book Rating : 955/5 ( 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 2015-12-22. 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 charitable causes, voting for political candidates, 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 revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.

Television and Political Advertising

2013-12-16 Language Arts & Disciplines
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Release : 2013-12-16
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 297/5 ( reviews)

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Book Synopsis Television and Political Advertising by : Frank Biocca

Download or read book Television and Political Advertising written by Frank Biocca. This book was released on 2013-12-16. Available in PDF, EPUB and Kindle. Book excerpt: This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.

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