Effects of Advertising Content and Levels of Advertising Repetition on Brand Cognitive Structure PDF Download
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Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 31
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Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 31
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Author: Andrew A. Mitchell
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 32
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Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134757050
Category : Business & Economics
Languages : en
Pages : 389
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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: George E. Belch
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 728
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Author: Jerry Corrie Olson
Publisher:
ISBN:
Category : Consumers
Languages : en
Pages : 34
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Author: Linda F. Alwitt
Publisher: Routledge
ISBN: 1000549151
Category : Psychology
Languages : en
Pages : 300
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Book Description
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.
Author: Batten, Barton, Durstine & Osborn, Inc. Research Department
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 42
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Author: Eddie M. Clark
Publisher: Psychology Press
ISBN: 1317783379
Category : Business & Economics
Languages : en
Pages : 346
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Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
Author: Jerry Corrie Olson
Publisher:
ISBN:
Category :
Languages : en
Pages : 22
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Author: Jerry Corrie Olson
Publisher:
ISBN:
Category :
Languages : en
Pages : 42
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