Psychology Revivals- Psychological Processes and Advertising Effects Theory, Research, and Applications

Uitgever: Routledge

Taal: Engels

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Engels
Hardcover
9780367498801
20 december 2021
318 pagina's

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Samenvatting

In the 1980s our understanding of how advertising affects consumer behaviour was undergoing a dramatic transformation. However, there were still many unanswered questions. Originally published in 1985, the chapters in this volume provide insights into these questions.

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.

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Taal: en
Bindwijze: Hardcover
Oorspronkelijke releasedatum: 20 december 2021
Aantal pagina's: 318

Betrokkenen

Hoofdredacteur: Linda F. Alwitt
Hoofduitgeverij: Routledge

Overige kenmerken

Product breedte: 156 mm
Product lengte: 234 mm
Studieboek: Nee
Verpakking breedte: 156 mm
Verpakking hoogte: 234 mm
Verpakking lengte: 234 mm
Verpakkingsgewicht: 750 g

EAN

EAN: 9780367498801

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Categorieën: Psychologie

Cognitieve psychologie

Emoties

Sociale psychologie

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Taal: Engels
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Studieboek of algemeen: Studieboeken
Beschikbaarheid: Leverbaar

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