Attention, Attitude, and Affect in Response To Advertising

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Author :
Publisher : Psychology Press
ISBN 13 : 1317783379
Total Pages : 346 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

Download or read book Attention, Attitude, and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Attention, Attitude, and Affect in Response To Advertising

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Author :
Publisher : Psychology Press
ISBN 13 : 1317783387
Total Pages : 339 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

Download or read book Attention, Attitude, and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

The Oxford Handbook of Music and Advertising

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Author :
Publisher : Oxford University Press
ISBN 13 : 0190691271
Total Pages : 954 pages
Book Rating : 4.1/5 (96 download)

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Book Synopsis The Oxford Handbook of Music and Advertising by : James Deaville

Download or read book The Oxford Handbook of Music and Advertising written by James Deaville and published by Oxford University Press. This book was released on 2021-01-18 with total page 954 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and comprehensive attempt to date to address the important intersections of music and advertising. Handbook chapters are self-contained yet share borders with other contributions within a given section and across the major sections of the book, so readers can either study one topic of particular interest or read through to gain an understanding of the broader issues at stake. Within the book's Introduction, each editor has provided an overview of the unifying themes for the section for which they were responsible, with brief summaries of individual contributions at the beginnings of the sections. The lists of recommended readings at the end of chapters are intended to assist readers in finding further literature about the topic. An overview of industry practices by a music insider is provided in the Appendix, giving context for the three parts of the book.

Research Handbook of Innovation and Creativity for Marketing Management

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Author :
Publisher : Edward Elgar Publishing
ISBN 13 : 0857937952
Total Pages : 264 pages
Book Rating : 4.8/5 (579 download)

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Book Synopsis Research Handbook of Innovation and Creativity for Marketing Management by : Eric Shiu

Download or read book Research Handbook of Innovation and Creativity for Marketing Management written by Eric Shiu and published by Edward Elgar Publishing. This book was released on 2017-04-28 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.

The Psychology of Advertising

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Author :
Publisher : Psychology Press
ISBN 13 : 1317398947
Total Pages : 711 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis The Psychology of Advertising by : Bob M. Fennis

Download or read book The Psychology of Advertising written by Bob M. Fennis and published by Psychology Press. This book was released on 2015-12-22 with total page 711 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Psychological Processes and Advertising Effects

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Author :
Publisher : Taylor & Francis
ISBN 13 : 1000549127
Total Pages : 318 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Handbook of Attitudes, Volume 2: Applications

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Author :
Publisher : Routledge
ISBN 13 : 1351712349
Total Pages : 610 pages
Book Rating : 4.3/5 (517 download)

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Book Synopsis Handbook of Attitudes, Volume 2: Applications by : Dolores Albarracin

Download or read book Handbook of Attitudes, Volume 2: Applications written by Dolores Albarracin and published by Routledge. This book was released on 2018-10-10 with total page 610 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attitudes are evaluations of people, places, things, and ideas. They help us to navigate through a complex world. They provide guidance for decisions about which products to buy, how to travel to work, or where to go on vacation. They color our perceptions of others. Carefully crafted interventions can change attitudes and behavior. Yet attitudes, beliefs, and behavior are often formed and changed in casual social exchanges. The mere perception that other people—say, rich people— favor something may be sufficient to make another person favor it. People’s own actions also influence their attitudes, such that they adjust to be more supportive of the actions. People’s belief systems even change to align with and support their preferences, which at its extreme is a form of denial for which people lack awareness. These two volumes of The Handbook of Attitudes provide authoritative, critical surveys of theory and research about attitudes, beliefs, persuasion, and behavior from key authors in these areas. This second volume covers applications to measurement, behavior prediction, and interventions in the areas of cancer, HIV, substance use, diet, and exercise, as well as in politics, intergroup relations, aggression, migrations, advertising, accounting, education, and the environment.

Advertising Exposure, Memory and Choice

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Author :
Publisher : Psychology Press
ISBN 13 : 1134756984
Total Pages : 359 pages
Book Rating : 4.1/5 (347 download)

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Book Synopsis Advertising Exposure, Memory and Choice by : Andrew A. Mitchell

Download or read book Advertising Exposure, Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Effect of Advertising and Display

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Author :
Publisher : Springer Science & Business Media
ISBN 13 : 0387233776
Total Pages : 125 pages
Book Rating : 4.3/5 (872 download)

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Book Synopsis The Effect of Advertising and Display by : Robert East

Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.

Emotion in Advertising

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Author :
Publisher : Praeger
ISBN 13 :
Total Pages : 424 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Emotion in Advertising by : Stuart Agres

Download or read book Emotion in Advertising written by Stuart Agres and published by Praeger. This book was released on 1990-12-30 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.

Effects of Brand Placement in Advergames on Brand Memory and Brand Attitude

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Author :
Publisher :
ISBN 13 :
Total Pages : 306 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Effects of Brand Placement in Advergames on Brand Memory and Brand Attitude by : Mira Lee

Download or read book Effects of Brand Placement in Advergames on Brand Memory and Brand Attitude written by Mira Lee and published by . This book was released on 2004 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Nonverbal Communication in Advertising

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Publisher : Free Press
ISBN 13 :
Total Pages : 312 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Nonverbal Communication in Advertising by : Sidney Hecker

Download or read book Nonverbal Communication in Advertising written by Sidney Hecker and published by Free Press. This book was released on 1988 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Cognitive and Affective Responses to Advertising

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Author :
Publisher : Free Press
ISBN 13 :
Total Pages : 440 pages
Book Rating : 4.3/5 (97 download)

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Book Synopsis Cognitive and Affective Responses to Advertising by : Patricia Cafferata

Download or read book Cognitive and Affective Responses to Advertising written by Patricia Cafferata and published by Free Press. This book was released on 1989 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.

Handbook of Applied Cognition

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Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 978 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Handbook of Applied Cognition by : Raymond S. Nickerson

Download or read book Handbook of Applied Cognition written by Raymond S. Nickerson and published by John Wiley & Sons. This book was released on 1999-07-09 with total page 978 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cognitive psychology is the basis of many applications in almost every area of technology, business, industry, and education. This book provides workers in applied arenas with presentations of research aimed directly at the problems and issues that confront them. It will cover key areas including business and industry, computers and technology, education and information, and health and law.

Emotional Ads and Brand Learning

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Publisher :
ISBN 13 :
Total Pages : 504 pages
Book Rating : 4.:/5 (89 download)

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Book Synopsis Emotional Ads and Brand Learning by : Hsu-Hsien Annie Chi

Download or read book Emotional Ads and Brand Learning written by Hsu-Hsien Annie Chi and published by . This book was released on 1994 with total page 504 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Journal of Market Research

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Publisher :
ISBN 13 :
Total Pages : 404 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis International Journal of Market Research by :

Download or read book International Journal of Market Research written by and published by . This book was released on 2005 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Journal of Advertising

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Publisher :
ISBN 13 :
Total Pages : 862 pages
Book Rating : 4.E/5 ( download)

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Book Synopsis International Journal of Advertising by :

Download or read book International Journal of Advertising written by and published by . This book was released on 2010 with total page 862 pages. Available in PDF, EPUB and Kindle. Book excerpt: