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