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Psychology of Advertising

ISBN-10: 0415442737
ISBN-13: 9780415442732
Edition: 2010
List price: $40.00 Buy it from $14.83
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Description: This book discusses key topics from social and consumer psychology. Questions are addressed such as: What impact does advertising have on consumer behaviour? How do consumers make sense of advertising messages? What messages get across and why?

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Book details

List price: $40.00
Copyright year: 2010
Publisher: Taylor & Francis Group
Publication date: 5/28/2010
Binding: Hardcover
Pages: 344
Size: 7.00" wide x 9.75" long x 1.00" tall
Weight: 1.694
Language: English

This book discusses key topics from social and consumer psychology. Questions are addressed such as: What impact does advertising have on consumer behaviour? How do consumers make sense of advertising messages? What messages get across and why?

Preface
Setting the stage
The Origins of Modern Day Advertising
The Functions of Advertising
The Effects of Advertising: A Psychological Perspective
Consumer Responses
Source and Message Variables in Advertising
Advertising in Context: Integrated Marketing Communications and the Promotional Mix
Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness
Plan of the Book
Summary and Conclusions
How consumers acquire and process information from advertising
Preattentive Analysis
Focal Attention
Comprehension
Elaborative Reasoning
Summary and Conclusions
How advertising affects consumer memory
The Structure and Function of Human Memory
Implications for Advertising
Can Advertising Distort Memory?
Summary and Conclusions
How consumers form attitudes towards products
What is an Attitude? A Matter of Contention
Are Attitudes Stable or Context-Dependent?
How do we form Attitudes?
How Attitudes are Structured
Attitude Functions: Why People Hold Attitudes
Attitude Strength
Summary and Conclusions
How consumers yield to advertising: Principles of persuasion and attitude change
The Yale Reinforcement Approach
The Information Processing Model of Mcguire
The Cognitive Response Model
Dual Process Theories of Persuasion
Assessing the Intensity of Processing
Persuasion by a Single Route: The Unimodel
Lowering Resistance to Advertising
Summary and Conclusions
How advertising influences buying behaviour
The Attitude-Behaviour Relationship: A Brief History
Predicting Specific Behaviour: The Reasoned Action Approach
Narrowing the Intention-Behaviour Gap: Forming Implementation Intentions
Implications For Advertising
Beyond Reasons and Plans: The Automatic Instigation of Behaviour
Implications for Advertising: The Return of the Hidden Persuaders
Summary and Conclusions
Beyond persuasion: Achieving consumer compliance without changing attitudes
Social Influence and Compliance without Pressure
The Principle of Reciprocity
The Principle of Commitment/Consistency
The Principle of Social Validation
The Principle of Liking
The Principle of Authority
The Principle of Scarcity
The Principle of Confusion
Mindlessness Revisited: The Limited-Resource Account
Summary and Conclusions
Notes
References
Glossary
Author Index
Subject Index

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