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Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
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Book Description
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.
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
Get Book Here
Book Description
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.
Author: Andrew A. Mitchell
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 349
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Book Description
Author: Hong Cheng
Publisher: John Wiley & Sons
ISBN: 1118378458
Category : Language Arts & Disciplines
Languages : en
Pages : 574
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Book Description
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author: Esther Thorson
Publisher: Psychology Press
ISBN: 113478029X
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Author: Abraham Tesser
Publisher: John Wiley & Sons
ISBN: 0470998504
Category : Psychology
Languages : en
Pages : 704
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Book Description
This volume on intraindividual processes is one of a set of four handbooks in the social psychology field and covers social cognition, attitudes, and attribution theory. Includes contributions by academics and other experts from around the world to ensure a truly international perspective. Provides a comprehensive overview of classic and current research and likely future trends. Fully referenced chapters and bibliographies allow easy access to further study. Now available in full text online via xreferplus, the award-winning reference library on the web from xrefer. For more information, visit www.xreferplus.com
Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693161
Category : Business & Economics
Languages : en
Pages : 463
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Book Description
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
Author: Todd R Schachtman
Publisher: OUP USA
ISBN: 0199735964
Category : Education
Languages : en
Pages : 588
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Book Description
Organisms survive and succeed because of their ability to learn and adapt to changing circumstances and new demands. As discussed in the chapters of the present volume, an appreciation of the mechanisms and principles of learning and conditioning is fundamental to any analysis of normal behavior as well as to an informed understanding of our well being (including examination of such issues as anxiety and fear, brain-immune system interactions, drug addiction and abuse, emotional learning, and social behavior) and mental health (for example, autism, depression, helplessness and schizophrenia). The twenty-three chapters in this volume, written by a distinguished collection of internationally renowned scholars, articulate the basic, yet sophisticated, way in which learning and conditioning processes influence our everyday behaviors, both normal and maladaptive, and help explain a variety of clinically important phenomena and disorders.
Author: David A. Aaker
Publisher: Psychology Press
ISBN: 1317759826
Category : Business & Economics
Languages : en
Pages : 406
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Book Description
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author: Bagozzi, Richard
Publisher: McGraw-Hill Education (UK)
ISBN: 0335207227
Category : Psychology
Languages : en
Pages : 238
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Book Description
Ouvrage théorique permettant d'appréhender les attitudes et comportement des consommateurs et examinant comment le marketing peut influencer les processus.
Author: Gerard J. Tellis
Publisher: SAGE Publications
ISBN: 1452262713
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
