The Psychology of Advertising
Seiten
2015
|
2nd New edition
Psychology Press Ltd (Verlag)
978-1-84872-305-4 (ISBN)
Psychology Press Ltd (Verlag)
978-1-84872-305-4 (ISBN)
- Titel ist leider vergriffen;
keine Neuauflage - Artikel merken
Zu diesem Artikel existiert eine Nachauflage
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.
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.
Bob M. Fennis is Professor of Consumer Behaviour in the Department of Marketing at the University of Groningen in the Netherlands. Wolfgang Stroebe is Professor of Social Psychology at the University of Groningen in the Netherlands.
1. Setting the Stage 2. How consumers acquire and process information from advertising 3. How advertising affects consumer memory 4. How consumers form attitudes towards products 5. How consumers yield to advertising: principles of persuasion and attitude change 6. How advertising influences buying behavior 7. Beyond persuasion: achieving consumer compliance without changing attitudes 8. Advertising in the New Millennium: How the internet affects consumer judgment and choice
| Erscheint lt. Verlag | 10.12.2015 |
|---|---|
| Zusatzinfo | 40 Line drawings, black and white; 16 Halftones, black and white; 56 Illustrations, black and white |
| Verlagsort | Hove |
| Sprache | englisch |
| Maße | 174 x 246 mm |
| Gewicht | 930 g |
| Themenwelt | Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie |
| Geisteswissenschaften ► Psychologie ► Sozialpsychologie | |
| Sozialwissenschaften ► Kommunikation / Medien | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-84872-305-9 / 1848723059 |
| ISBN-13 | 978-1-84872-305-4 / 9781848723054 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
neue Beschäftigte erfolgreich integrieren
Buch | Softcover (2024)
Hogrefe (Verlag)
CHF 36,90
wirkungsvolle Modelle, kommentierte Falldarstellungen, zahlreiche …
Buch (2023)
Julius Beltz (Verlag)
CHF 99,95
