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9781138966147: Advertising Exposure, Memory and Choice
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ISBN 10: 1138966142 ISBN 13: 9781138966147
Editorial: Psychology Press, 2016

Sinopsis

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.

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Acerca del autor

Andrew A. Mitchell

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Editorial
Psychology Press
Año de publicación
2016
Idioma
Inglés
ISBN 10 
1138966142
ISBN 13 
9781138966147
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
360
Editor
Mitchell Andrew A.
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania

Otras ediciones populares con el mismo título

9780805806854: Advertising Exposure, Memory and Choice (Advertising and Consumer Psychology)

Edición Destacada

ISBN 10:  0805806857 ISBN 13:  9780805806854
Editorial: Psychology Press, 1993
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