The psychology of advertising /

Mostrar otras versiones (1)

"The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Fennis, Bob Michaël, 1968- (Autor), Stroebe, Wolfgang (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, [2021]
Edición:Third edition.
Temas:
Advertising > Psychological aspects.
Consumer behavior > Psychological aspects.
Consumers > Attitudes.
Publicité > Aspect psychologique.
Consommateurs > Comportement > Aspect psychologique.
Consommateurs > Attitudes.
Advertising > Psychological aspects
Consumer behavior > Psychological aspects
Consumers > Attitudes
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Chapter 1. Setting the stage
  • Chapter 2. How consumers acquire and process information from advertising
  • Chapter 3. How advertising affects consumer memory
  • Chapter 4. How consumers form attitudes towards products
  • Chapter 5. How consumers yield to advertising: Principles of persuasion and attitude change
  • Chapter 6. How advertising influences buying behaviour
  • Chapter 7. Beyond persuasion: Achieving consumer compliance witthouth changing attitudes
  • Chapter 8. Advertising in the new millennium: How the Internet affects consumer judgement and choice.

Ejemplares similares