The psychology of advertising

The psychology of advertising / Bob M. Fennis and Wolfgang Stroebe.

"The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing...

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Bibliographic Details
Main Authors: Fennis, Bob Michaël, 1968- (Author), Stroebe, Wolfgang (Author)
Format: eBook
Language:English
Published: Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, [2021]
Edition:Third edition.
Subjects:
Advertising > Psychological aspects.
Consumer behavior > Psychological aspects.
Consumers > Attitudes.
Advertising > Psychological aspects
Consumer behavior > Psychological aspects
Consumers > Attitudes
Online Access:Click for online access
Table of Contents:
  • Chapter 1. Setting the stage
  • Chapter 2. How consumers acquire and process information from advertising
  • Chapter 3. How advertising affects consumer memory
  • Chapter 4. How consumers form attitudes towards products
  • Chapter 5. How consumers yield to advertising: Principles of persuasion and attitude change
  • Chapter 6. How advertising influences buying behaviour
  • Chapter 7. Beyond persuasion: Achieving consumer compliance witthouth changing attitudes
  • Chapter 8. Advertising in the new millennium: How the Internet affects consumer judgement and choice.

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