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Cognitive And Affective Responses To Advertising
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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.
Book Synopsis The Cognitive and Affective Responses of Adolescents to Print Advertisements by : Kellah Mauldin Edens
Download or read book The Cognitive and Affective Responses of Adolescents to Print Advertisements written by Kellah Mauldin Edens and published by . This book was released on 1992 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Consumers' Affective Responses to Advertising by : Sharon Javie
Download or read book Consumers' Affective Responses to Advertising written by Sharon Javie and published by . This book was released on 1992 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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.
Book Synopsis Cognitive and Affective Responses to Humorous Advertisements by : Steven L. Michaels
Download or read book Cognitive and Affective Responses to Humorous Advertisements written by Steven L. Michaels and published by . This book was released on 1997 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Imagery-evoking Advertising Strategies and the Interrelationships Among Cognitive and Affective Responses to Radio Commercials by : Darryl W. Miller
Download or read book Imagery-evoking Advertising Strategies and the Interrelationships Among Cognitive and Affective Responses to Radio Commercials written by Darryl W. Miller and published by . This book was released on 1994 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Cognitive and Affective Responses of Adolescents to Point Advertisements by : Kellah M. Edens
Download or read book The Cognitive and Affective Responses of Adolescents to Point Advertisements written by Kellah M. Edens and published by . This book was released on 1992 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Emotions, Advertising and Consumer Choice by : Flemming Hansen
Download or read book Emotions, Advertising and Consumer Choice written by Flemming Hansen and published by Copenhagen Business School Press DK. This book was released on 2007 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.
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.
Book Synopsis Handbook of Consumer Psychology by : Curtis P. Haugtvedt
Download or read book Handbook of Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2018-12-07 with total page 1892 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Book Synopsis Affective, Attitudinal, and Cognitive Responses to Music in Modern U.S. Political Advertising by : Jonathan Elliot Ezell
Download or read book Affective, Attitudinal, and Cognitive Responses to Music in Modern U.S. Political Advertising written by Jonathan Elliot Ezell and published by . This book was released on 2012 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation investigated attitudinal, affective, and cognitive responses to musical and message content in modern U.S. political advertising by manipulating musical tempo, message valence, and music-message congruity as a function of musical modality in a within-subjects laboratory experiment. Conceptually, the present research adds to the understanding of the effects of music-message congruity by comparing it to music-message ambiguity; modally congruent messages featured either major- or minor-key musical content (when positive or negative, respectively), while musical content in modally ambiguous messages did not contain sufficient information to be classified as either major- or minor-key. Methodologically, a novel design was devised with the intent to control for verbal-visual content and isolate responses to musical content in the context of advertising messages. This design produced unexpected confounds for several of the dependent variables, particularly tests of memory and self-reported affective response. Initial findings were insignificant, with the exception of attitudinal measures relating to hedonic evaluation, which found significant main effects for music-message congruity and message valence, as well as an interaction between message valence and tempo, in the expected directions. Subsequent analysis of facial electromyography data along the zygomaticus major and corrugator supercilii muscle groups found that participants differed significantly in their responses to the independent variables based upon their level of political sophistication. Politically sophisticated participants exhibited psychophysiological affective contrast and the politically unsophisticated exhibited affective assimilation for the independent variables of music-message congruity, message valence, and musical tempo. The affective responses of political sophisticates that were inferred psychophysiologically were inconsistent with self-reported hedonic evaluation of the sample as a whole. These findings suggest that further research concerning the use of music as an affective cue is warranted, and that more thorough investigation of the role of political sophistication in affective and cognitive judgments be undertaken. Discrepancies between evaluative and psychophysiological results confirm the utility of response triangulation in experimental settings. For practical purposes, these results suggest the importance of utilizing affective content including music in different ways depending on the needs of the message and the level of topical sophistication estimated in the target audience.
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.
Book Synopsis Measuring Advertising Effectiveness by : William D. Wells
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Book Synopsis Affect and Social Behavior by : Bert S. Moore
Download or read book Affect and Social Behavior written by Bert S. Moore and published by Cambridge University Press. This book was released on 1990-03-30 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: This 1990 book provides an examination of research and theory into the role that emotion plays in influencing social behavior. The contributors investigate a number of important domains such as aggression, altruism, romantic attraction, and consumer behavior and the role that affect plays in instigating and regulating these behaviors.
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.
Book Synopsis The Influence of Emotional and Cognitive Responses on Advertising Effects by : Paige Meredith Leapaldt
Download or read book The Influence of Emotional and Cognitive Responses on Advertising Effects written by Paige Meredith Leapaldt and published by . This book was released on 2003 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Role of Affective Responses, Creative Executions, and Viewer Characteristics in Mediating Viewers' Reactions to Direct Response TV Commercials by : Glen Nowak
Download or read book The Role of Affective Responses, Creative Executions, and Viewer Characteristics in Mediating Viewers' Reactions to Direct Response TV Commercials written by Glen Nowak and published by . This book was released on 1990 with total page 694 pages. Available in PDF, EPUB and Kindle. Book excerpt:
