The Effects Of Attitude Toward The Ad On Attitude Toward The Brand

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Psychological Processes and Advertising Effects

Author : Linda F. Alwitt
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.

Advertising Exposure, Memory and Choice

Author : Andrew A. Mitchell
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.

Advances in National Brand and Private Label Marketing

Author : Francisco J. Martinez-Lopez
Publisher : Springer Nature
ISBN 13 : 3030477649
Total Pages : 191 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Advances in National Brand and Private Label Marketing by : Francisco J. Martinez-Lopez

Download or read book Advances in National Brand and Private Label Marketing written by Francisco J. Martinez-Lopez and published by Springer Nature. This book was released on 2020-05-13 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?

Advertising Stimulus Effects

Author : Larry Percy
Publisher :
ISBN 13 : 9781862741300
Total Pages : 55 pages
Book Rating : 4.7/5 (413 download)

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Book Synopsis Advertising Stimulus Effects by : Larry Percy

Download or read book Advertising Stimulus Effects written by Larry Percy and published by . This book was released on 1991 with total page 55 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Attitudes and Opinions

Author : Stuart Oskamp
Publisher : Psychology Press
ISBN 13 : 1135618615
Total Pages : 593 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Attitudes and Opinions by : Stuart Oskamp

Download or read book Attitudes and Opinions written by Stuart Oskamp and published by Psychology Press. This book was released on 2005-01-15 with total page 593 pages. Available in PDF, EPUB and Kindle. Book excerpt: Notable advances resulting from new research findings, measurement approaches, widespread uses of the Internet, and increasingly sophisticated approaches to sampling and polling, have stimulated a new generation of attitude scholars. This extensively revised edition captures this excitement, while remaining grounded in scholarly research. Attitudes and Opinions, 3/e maintains one of the main goals of the original edition--breadth of coverage. The book thoroughly reviews both implicit and explicit measures of attitudes, the structure and function of attitudes, the nature of public opinion and polling, attitude formation, communication of attitudes and opinions, and the relationship between attitudes and behaviors, as well as theories and research on attitude change. Over 2,000 references support the book's scientific integrity. The authors' second goal is to demonstrate the relevance of the topic to people's lives. Subsequently, the second part of the book examines many of the topics and research findings that are salient in the world today--political and international attitudes (including terrorism), voting behavior, racism and prejudice, sexism and gender roles, and environmental attitudes. This thoroughly revised new edition features: *an entirely new chapter on implicit measures attitudes; *a new chapter on environmental attitudes; *updated opinion poll data throughout the book; *additional material on time trends in attitudes about many issues; and *expanded, updated sections on international attitudes reflecting the events of 9/11 and the subsequent invasions of Afghanistan and Iraq. Attitudes and Opinions' broad and interdisciplinary perspective makes this an ideal text in courses on attitudes, public opinion, survey research, or persuasion, taught in a variety of departments including psychology, communication, marketing, sociology, and political science.

The Influence of Advertising's Affective Qualities on Consumer Response

Author : Alvin J. Silk
Publisher : Franklin Classics Trade Press
ISBN 13 : 9780353240636
Total Pages : 100 pages
Book Rating : 4.2/5 (46 download)

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Book Synopsis The Influence of Advertising's Affective Qualities on Consumer Response by : Alvin J. Silk

Download or read book The Influence of Advertising's Affective Qualities on Consumer Response written by Alvin J. Silk and published by Franklin Classics Trade Press. This book was released on 2018-11-10 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work has been selected by scholars as being culturally important and is part of the knowledge base of civilization as we know it. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. To ensure a quality reading experience, this work has been proofread and republished using a format that seamlessly blends the original graphical elements with text in an easy-to-read typeface. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.

Digital Advertising

Author : Shelly Rodgers
Publisher : Taylor & Francis
ISBN 13 : 1317225465
Total Pages : 466 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Digital Advertising by : Shelly Rodgers

Download or read book Digital Advertising written by Shelly Rodgers and published by Taylor & Francis. This book was released on 2017-02-17 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Perspectives on Design and Digital Communication II

Author : Nuno Martins
Publisher : Springer Nature
ISBN 13 : 3030758672
Total Pages : 447 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Perspectives on Design and Digital Communication II by : Nuno Martins

Download or read book Perspectives on Design and Digital Communication II written by Nuno Martins and published by Springer Nature. This book was released on 2021-05-29 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers new empirical findings fostering advances in the areas of digital and communication design, web, multimedia and motion design, graphic design, branding, and related ones. It includes original contributions by authoritative authors based on the best papers presented at the 4th International Conference on Digital Design and Communication, Digicom 2020, together with some invited chapters written by leading international researchers. They report on innovative design strategies supporting communication in a global, digital world, and addressing, at the same time, key individual and societal needs. This book is intended to offer a timely snapshot of technologies, trends and challenges in the area of design, communication and branding, and a bridge connecting researchers and professionals of different disciplines, such as graphic design, digital communication, corporate, UI Design and UX design. Chapter “Definition of a Digital Tool to Create Physical Artifacts: The Case of the Gamers4Nature Project” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Brand Attachment

Author : C. Whan Park
Publisher : Now Publishers Inc
ISBN 13 : 1601981007
Total Pages : 50 pages
Book Rating : 4.6/5 (19 download)

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Book Synopsis Brand Attachment by : C. Whan Park

Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Pervasive Advertising

Author : Jörg Müller
Publisher : Springer Science & Business Media
ISBN 13 : 0857293524
Total Pages : 363 pages
Book Rating : 4.8/5 (572 download)

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Book Synopsis Pervasive Advertising by : Jörg Müller

Download or read book Pervasive Advertising written by Jörg Müller and published by Springer Science & Business Media. This book was released on 2011-09-21 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at the future of advertising from the perspective of pervasive computing. Pervasive computing encompasses the integration of computers into everyday devices, like the covering of surfaces with interactive displays and networked mobile phones. Advertising is the communication of sponsored messages to inform, convince, and persuade to buy. We believe that our future cities will be digital, giving us instant access to any information we need everywhere, like at bus stops, on the sidewalk, inside the subway and in shopping malls. We will be able to play with and change the appearance of our cities effortlessly, like making flowers grow along a building wall or changing the colour of the street we are in. Like the internet as we know it, this digitalization will be paid for by adverts, which unobtrusively provide us suggestions for nearby restaurants or cafés. If any content annoys us, we will be able to effortlessly say so and change it with simple gestures, and content providers and advertisers will know what we like and be able to act accordingly. This book presents the technological foundations to make this vision a reality.

Attitudes And Persuasion

Author : Richard E Petty
Publisher : Routledge
ISBN 13 : 0429970706
Total Pages : 336 pages
Book Rating : 4.4/5 (299 download)

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Book Synopsis Attitudes And Persuasion by : Richard E Petty

Download or read book Attitudes And Persuasion written by Richard E Petty and published by Routledge. This book was released on 2018-02-20 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a needed survey of a truly remarkable number of different theoretical approaches to the related phenomena of attitude and belief change. It focuses on variable perspective theory which is far more deserving of attention than the present level of research activity.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Politics and the English Language

Author : George Orwell
Publisher : Renard Press Ltd
ISBN 13 : 1913724271
Total Pages : pages
Book Rating : 4.9/5 (137 download)

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Book Synopsis Politics and the English Language by : George Orwell

Download or read book Politics and the English Language written by George Orwell and published by Renard Press Ltd. This book was released on 2021-01-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: George Orwell set out ‘to make political writing into an art’, and to a wide extent this aim shaped the future of English literature – his descriptions of authoritarian regimes helped to form a new vocabulary that is fundamental to understanding totalitarianism. While 1984 and Animal Farm are amongst the most popular classic novels in the English language, this new series of Orwell’s essays seeks to bring a wider selection of his writing on politics and literature to a new readership. In Politics and the English Language, the second in the Orwell’s Essays series, Orwell takes aim at the language used in politics, which, he says, ‘is designed to make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind’. In an age where the language used in politics is constantly under the microscope, Orwell’s Politics and the English Language is just as relevant today, and gives the reader a vital understanding of the tactics at play. 'A writer who can – and must – be rediscovered with every age.' — Irish Times

Ask a Manager

Author : Alison Green
Publisher : Ballantine Books
ISBN 13 : 0399181822
Total Pages : 306 pages
Book Rating : 4.3/5 (991 download)

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Book Synopsis Ask a Manager by : Alison Green

Download or read book Ask a Manager written by Alison Green and published by Ballantine Books. This book was released on 2018-05-01 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together

Attention, Attitude, and Affect in Response To Advertising

Author : Eddie M. Clark
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.

ADKAR

Author : Jeff Hiatt
Publisher : Prosci
ISBN 13 : 9781930885509
Total Pages : 164 pages
Book Rating : 4.8/5 (855 download)

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Book Synopsis ADKAR by : Jeff Hiatt

Download or read book ADKAR written by Jeff Hiatt and published by Prosci. This book was released on 2006 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change.

Attitude Structure and Function

Author : Anthony R. Pratkanis
Publisher : Psychology Press
ISBN 13 : 131776658X
Total Pages : 477 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attitude Structure and Function by : Anthony R. Pratkanis

Download or read book Attitude Structure and Function written by Anthony R. Pratkanis and published by Psychology Press. This book was released on 2014-03-18 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: Utilizing "new wave" research including new psychological theories, new statistical techniques, and a stronger methodology, this collection unites a diversity of recent research perspectives on attitudes and the psychological functions of an attitude. The objective of the editors was to bring together the bits and pieces of validated data into one systematic and adequate set of general principles leading to the view of attitudes as predictions. As the volume reformulates old concepts, explores new angles, and seeks a relationship among various sub-areas, it also shows improvements in the sophistication of research designs and methodologies, the specifications of variables, and the precision in defining concepts.