Read Books Online and Download eBooks, EPub, PDF, Mobi, Kindle, Text Full Free.
Download The Effect Of Involvement And Knowledge On Ad Processing full books in PDF, epub, and Kindle. Read online The Effect Of Involvement And Knowledge On Ad Processing ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Author : Chin-I. Wang
Publisher :
ISBN 13 :
Total Pages : 364 pages
Book Rating : 4.:/5 (89 download)
Download or read book The Effect of Involvement and Knowledge on Ad Processing written by Chin-I. Wang and published by . This book was released on 1995 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert East
Publisher : Springer Science & Business Media
ISBN 13 : 0387233776
Total Pages : 125 pages
Book Rating : 4.3/5 (872 download)
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.
Author : Haksik Lee
Publisher :
ISBN 13 :
Total Pages : 316 pages
Book Rating : 4.3/5 (129 download)
Download or read book Moderating Roles of Involvement in Information Processing Routes and Message Acceptance for Differing Numbers of Ad Repetitions written by Haksik Lee and published by . This book was released on 1987 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Victoria J. Blakely
Publisher :
ISBN 13 :
Total Pages : 226 pages
Book Rating : 4.:/5 (261 download)
Download or read book The role of processing involvement and ad size in consumer information processing of yellow pages advertising written by Victoria J. Blakely and published by . This book was released on 1991 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Annie Hagen Danbury
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (847 download)
Download or read book An Analysis of the Involvement Construct in the Information Processing of Advertising Messages written by Annie Hagen Danbury and published by . This book was released on 2007 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This research investigated the role of felt involvement in processing advertising messages by means of a 3x2 factorial experiment with control. The experiment was designed to examine the effects of advertising exposure on the decoding process with a risk and pleasure treatment for three product categories. Overall, results from 583 respondents provide strong support for the influence of affective components of involvement in the evaluation of advertising information in both high and medium involvement situations. Specifically, risk and pleasure antecedents were examined to determine their relative impact on involvement, information processing, and outcomes of the decoding process in terms of recall and attitudes to the advertisement. The involvement construct was found to be relatively stable, but the affective antecedents, pleasure and sign, influenced the decoding process and its outcomes after advertising exposure. Evidence from this research suggests that cognitive processing of advertising messages is simpler than has been assumed in the advertising and consumer behaviour literature to date as information processing is driven predominantly by affect. Pleasure appeals were also found to be particularly effective across product categories. Purchase risk was perceived to be very low or non-existent at the time of advertising exposure. Insight into the underlying processes that influence the decoding of advertising is also provided. This suggests that advertising situations are specific and based on the relative importance of the product, the nature of involvement, advertising appeal, user status, proximity of the next purchase, attitude to advertising and potentially gender identification.
Author : Linda F. Alwitt
Publisher : Taylor & Francis
ISBN 13 : 1000549127
Total Pages : 318 pages
Book Rating : 4.0/5 (5 download)
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.
Author : Gianluigi Guido
Publisher : Springer Science & Business Media
ISBN 13 : 1461516218
Total Pages : 308 pages
Book Rating : 4.4/5 (615 download)
Download or read book The Salience of Marketing Stimuli written by Gianluigi Guido and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.
Author : Andrew A. Mitchell
Publisher : Psychology Press
ISBN 13 : 1134757050
Total Pages : 389 pages
Book Rating : 4.1/5 (347 download)
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 389 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.
Author : Glen Nowak
Publisher :
ISBN 13 :
Total Pages : 218 pages
Book Rating : 4.:/5 (89 download)
Download or read book The Effects of Product Involvement, Message Appeal, and Viewing Condition on Memory and Evaluation of Television Commercials written by Glen Nowak and published by . This book was released on 1986 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kavita Sharma
Publisher : Virago Press
ISBN 13 :
Total Pages : 208 pages
Book Rating : 4.3/5 (91 download)
Download or read book Impact of Consumer Involvement on Consumer Behaviour written by Kavita Sharma and published by Virago Press. This book was released on 2000 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business is marketing and successful marketing requires an understanding of consumer behaviour. Consumer involvement is a key variable affecting the decision making process for a product. Knowledge of the nature and types of consumer involvement is a prerequisite for gaining insight into consumer behaviour. The present study operationalises the concept in the context of select products. It holds various strategic and managerial implications for marketers and researchers, primarily in the area of communications and market segmentation.
Author : Richard Jackson Harris
Publisher : Lawrence Erlbaum Associates
ISBN 13 :
Total Pages : 344 pages
Book Rating : 4.F/5 ( download)
Download or read book Information Processing Research in Advertising written by Richard Jackson Harris and published by Lawrence Erlbaum Associates. This book was released on 1983 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kirk Hallahan
Publisher :
ISBN 13 :
Total Pages : 572 pages
Book Rating : 4.:/5 (89 download)
Download or read book Product Publicity Versus Advertising written by Kirk Hallahan and published by . This book was released on 1995 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Mark S. Maiville
Publisher :
ISBN 13 :
Total Pages : 384 pages
Book Rating : 4.3/5 (129 download)
Download or read book The Effect of Product Experience, Involvement and Attitude- Object-specificity in Advertising on Overall Attitude, Attitude Toward the Act, and Behavioral Intention written by Mark S. Maiville and published by . This book was released on 1993 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Mark Alden Callister
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (139 download)
Download or read book Relevancy and Expectancy : Incongruency's Effect on High- and Low-involvement Consumers' Processing of Ad Information (PHD). written by Mark Alden Callister and published by . This book was released on 1997 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Constantina Kavadas
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (11 download)
Download or read book The Effects of Risk Disclosure and Ad Involvement on Consumers' Recall, Behavioral Intentions, Attitude Towards the Ad and Brand in DTC Advertisements written by Constantina Kavadas and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: During the past decade pharmaceutical companies have increased their direct to consumer advertising (DTC). Unlike advertisements of other products, these ads contain both the benefits and potential risks of the product. Similar to ads employing fear appeals as a method of persuasion, theories in fear appeals may be used to predict and explain the behavior of consumers exposed to varying amount of risk information. An experimental study was performed to examine the impact of risk disclosure variations in print ads on high and low involved participants and examine if a relationship between theories in fear appeal persuasion and risk disclosure in DTC advertising may exist. The study was a 2 (involvement level) x 3 (disclosure of risk information) factorial design. The dependant variables of the study were: recall of information, attitude towards the ad and brand, and behavioral intentions. Significant differences were observed between participants for recall of information and their attitude towards the brand. Moreover, findings from research in fear appeals used in advertisements were applicable in predicting some of the differences between high and low involved participants' attitudes towards the varying amounts of risk information.
Author : William L. Wilkie
Publisher :
ISBN 13 :
Total Pages : 100 pages
Book Rating : 4.3/5 (512 download)
Download or read book Consumer Information Processing written by William L. Wilkie and published by . This book was released on 1976 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jerry A. Rosenblatt
Publisher :
ISBN 13 :
Total Pages : 68 pages
Book Rating : 4.:/5 (743 download)
Download or read book Interactive Effects in Information Processing written by Jerry A. Rosenblatt and published by . This book was released on 1987 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt:
