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The Differential Impact Of Comparative Advertising On Novice And Expert Consumers
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Book Synopsis How Audiences Decide by : Richard O. Young
Download or read book How Audiences Decide written by Richard O. Young and published by Routledge. This book was released on 2011-03-01 with total page 525 pages. Available in PDF, EPUB and Kindle. Book excerpt: How Audiences Decide: A Cognitive Approach to Business Communication is a comprehensive introduction to persuasive communication in the context of business. It summarizes relevant theories and findings from the fields of cognitive science, social cognition, leadership, team cognition, psycholinguistics, and behavioral economics. By illuminating the thought processes of many different audiences, from consumers to Wall Street analysts to CEOs, it helps communicators better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques—including those concerning persuasive speaking and writing, interviews and group meetings, content and style, typography and nonverbal behaviors, charts and images, rational arguments and emotional appeals—and examines the empirical evidence supporting each of them.
Book Synopsis Persuasive Communication by : Richard O. Young
Download or read book Persuasive Communication written by Richard O. Young and published by Routledge. This book was released on 2016-07-15 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences—from investors to CEOs—to help students better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques, richly illustrated with compelling examples, including resumes, speeches, and slide presentations, to help students recognize persuasive methods that do, and do not, work. A detailed analysis of the emotions and biases that go into decision making arms students with perceptive insights into human behavior and helps them apply this understanding with various decision-making aids. Students will learn how to impact potential employers, clients, and other audiences essential to their success. This book will prove fascinating to many, and especially useful for students of persuasion, rhetoric, and business communication.
Book Synopsis Dissertation Abstracts International by :
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2002 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis American Doctoral Dissertations by :
Download or read book American Doctoral Dissertations written by and published by . This book was released on 1989 with total page 760 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Journal of Economic Literature written by and published by . This book was released on 1989 with total page 1198 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Assimilation and Contrast in Social Psychology by : Diederik A. Stapel
Download or read book Assimilation and Contrast in Social Psychology written by Diederik A. Stapel and published by Taylor & Francis US. This book was released on 2007 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the importance and amount of research activity devoted to assimilation and contrast processes by social psychologists, there has been no volume that is devoted to this topic. Assimilation and Contrast in Social Psychology consists of original essays on classic and contemporary developments concerning assimilation and contrast. The editors have invited a set of leading researchers who represent a wide range of theory, evidence and application of these phenomena. The book will also include a chapter presenting a historical survey of relevant developments in psychophysics and social and cognitive psychology. A closing chapter will provide a synthesis and suggest future directions. This volume is suitable for professionals, graduate students and advanced undergraduates.
Book Synopsis The Ecosystem of e-Business: Technologies, Stakeholders, and Connections by : Jennifer J. Xu
Download or read book The Ecosystem of e-Business: Technologies, Stakeholders, and Connections written by Jennifer J. Xu and published by Springer. This book was released on 2019-06-27 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes revised selected papers from the 17th Workshop on e-Business, WeB 2018, which took place in Santa Clara, CA, USA, in December 2018. The purpose of WeB is to provide an open forum for e-Business researchers and practitioners world-wide, to share topical research findings, explore novel ideas, discuss success stories and lessons learned, map out major challenges, and collectively chart future directions for e-Business. The WeB 2018 theme was “The Ecosystem of e-Business: Technologies, Stakeholders, and Connections.” There was a total of 47 submissions and 41 papers were presented at the conference. Of these, 19 revised papers are presented in this volume. These contributions are organized in the following topical sections: social, policy, and privacy issues; e-market; FinTech; and artificial intelligence.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Consumer Behavior by : James F. Engel
Download or read book Consumer Behavior written by James F. Engel and published by South Western Educational Publishing. This book was released on 1993 with total page 936 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Economics of Health and Health Care by : Sherman Folland
Download or read book The Economics of Health and Health Care written by Sherman Folland and published by Taylor & Francis. This book was released on 2017-06-26 with total page 724 pages. Available in PDF, EPUB and Kindle. Book excerpt: Folland, Goodman, and Stano’s bestselling The Economics of Health and Health Care text offers the market-leading overview of all aspects of Health Economics, teaching through core economic themes, rather than concepts unique to the health care economy. The Eighth Edition of this key textbook has been revised and updated throughout, and reflects changes since the implementation of the Affordable Care Act (ACA). In addition to its revised treatment of health insurance, the text also introduces the key literature on social capital as it applies to individual and public health, as well as looking at public health initiatives relating to population health and economic equity, and comparing numerous policies across Western countries, China, and the developing world. It provides up-to-date discussions on current issues, as well as a comprehensive bibliography with over 1,100 references. Extra material and teaching resources are now also available through the brand new companion website, which provides full sets of discussion questions, exercises, presentation slides, and a test bank. This book demonstrates the multiplicity of ways in which economists analyze the health care system, and is suitable for courses in Health Economics, Health Policy/Systems, or Public Health, taken by health services students or practitioners.
Book Synopsis The Salience of Marketing Stimuli by : Gianluigi Guido
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 2001-04-30 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication.
Book Synopsis JMR, Journal of Marketing Research by :
Download or read book JMR, Journal of Marketing Research written by and published by . This book was released on 1997 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 1784 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 Consumer Behavior by : Roger D. Blackwell
Download or read book Consumer Behavior written by Roger D. Blackwell and published by South Western Educational Publishing. This book was released on 2001 with total page 600 pages. Available in PDF, EPUB and Kindle. Book excerpt: A textbook which focuses on economic, demographic and sociocultural trends, serving to alert students to the many aspects that impact buyer behaviour and long-term strategic planning. The EKB model as well as core chapter information, has been updated to reflect the impact of technology on consumer behaviour. In addition, there is inclusion of information detailing psychological processes and their affects on consumer behaviour.
Book Synopsis Consumer Behavior and Marketing Strategy by : J. Paul Peter
Download or read book Consumer Behavior and Marketing Strategy written by J. Paul Peter and published by Irwin Professional Publishing. This book was released on 1996 with total page 792 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.
Book Synopsis Conceptualizing, Measuring, and Managing Customer-based Brand Equity by : Kevin Lane Keller
Download or read book Conceptualizing, Measuring, and Managing Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 1991 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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.
