Visual Marketing

From Attention to Action

Buch | Softcover

320 Seiten

2019
Psychology Press Ltd (Verlag)
978-0-367-86667-9 (ISBN)

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This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception, visual cognition and action and choice. The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take.

Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.

Michel Wedel is Distinguished University Professor and PepsiCo Chair in Consumer Science at University of Maryland. Rik Peters is Professor at Department of Marketing, Tilberg School of Economics and Management.

M. Wedel, R. Pieters, Introduction to Visual Marketing. Part 1. Visual Attention and Perception. K. Rayner, M.S. Castelhano, Eye Movements During Reading, Scene Perception, Visual Search and While Looking at Print Advertisements. R. Pieters, M. Wedel, The Informativeness of Eye-Movements for Visual Marketing: Six Cornerstones. N.T. Tavassoli, The Effect of Selecting and Ignoring on Liking. Part 2. Visual Cognition. E.F. McQuarrie, Differentiating the Pictorial Element in Advertising: A Rhetorical Perspective. E. Greenleaf, P. Raghubir, Geometry in the Market Place. P. Raghubir, Are Visual Perception Biases Hard-Wired? A. Krishna, Spatial Perception Research: An Integrative Review of Length, Area, Volume, and Number Perception. Part 3. Action and Choice. J. Meyers-Levy, R. Zhu, Perhaps the Store Made You Purchase It: Toward an Understanding of Structural Aspects of Indoor Shopping Environments. P. Chandon, J.W. Hutchinson, E.T. Bradlow, S.H. Young, Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data. H. Cho, N. Schwarz, H. Song, Images and Preference: A Feeling-as-Information Analysis. Epilogue. C. Janiszewski, Rethinking Visual Communication Research: Updating Old Constructs and Considering New Metaphors.

Erscheinungsdatum	23.12.2019
Reihe/Serie	Marketing and Consumer Psychology Series
Verlagsort	Hove
Sprache	englisch
Maße	152 x 229 mm
Gewicht	453 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-367-86667-6 / 0367866676
ISBN-13	978-0-367-86667-9 / 9780367866679
Zustand	Neuware