Advertising Exposure Memory And Choice
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Advertising Exposure Memory And Choice
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Author : Andrew A. Mitchell
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Advertising Exposure Memory And Choice written by Andrew A. Mitchell and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
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
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Author : Andrew A. Mitchell
language : en
Publisher:
Release Date : 1993
Advertising Exposure Memory And Choice written by Andrew A. Mitchell and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Advertising categories.
Advertising Exposure Memory And Choice
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Author : Andrew A. Mitchell
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Advertising Exposure Memory And Choice written by Andrew A. Mitchell and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
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.
The Psychology Of Advertising
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Author : Bob M. Fennis
language : en
Publisher: Psychology Press
Release Date : 2010-07-12
The Psychology Of Advertising written by Bob M. Fennis and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-12 with Business & Economics categories.
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
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Author : Flemming Hansen
language : en
Publisher: Copenhagen Business School Press DK
Release Date : 2007
Emotions Advertising And Consumer Choice written by Flemming Hansen and has been published by Copenhagen Business School Press DK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
"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
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Author : Bob Michaël Fennis
language : en
Publisher: Routledge
Release Date : 2010
The Psychology Of Advertising written by Bob Michaël Fennis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness."Frank R. Kardes, College of Business, University of Cincinnati, USA "This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" Peeter Verlegh, Rotterdam School of Mangement, Erasmus University, The Netherlands 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 Subile and implicit, but sometimes blatant and impossible to overlook. 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.
Measuring Advertising Effectiveness
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Author : William D. Wells
language : en
Publisher: Psychology Press
Release Date : 2014-03-05
Measuring Advertising Effectiveness written by William D. Wells and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-05 with Business & Economics categories.
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Online Consumer Psychology
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Author : Curtis P. Haugtvedt
language : en
Publisher: Psychology Press
Release Date : 2005-03-23
Online Consumer Psychology written by Curtis P. Haugtvedt and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-23 with Business & Economics categories.
Addresses many of the issues created by the Internet and goes beyond the topic of advertising and the web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
The Salience Of Marketing Stimuli
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Author : Gianluigi Guido
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
The Salience Of Marketing Stimuli written by Gianluigi Guido and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.
The Psychology Of Advertising
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Author : Bob M. Fennis
language : en
Publisher: Psychology Press
Release Date : 2015-12-22
The Psychology Of Advertising written by Bob M. Fennis and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-22 with Psychology categories.
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.