Diversity in advertising : broadening the scope of research directions /

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"All successful advertisers in the 21st century must understand the importance of diversity in American society. At the core of this is the recognition and acknowledgment of an inclusive society. Characteristics such as gender, age, ethnicity, lifestyle orientation, etc., are extremely importan...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Williams, Jerome D., 1947-, Lee, Wei-Na, 1957-, Haugtvedt, Curtis P., 1958-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Mahwah, N.J. : Lawrence Erlbaum, 2004.
Colección:Advertising and consumer psychology.
Temas:
Advertising > Psychological aspects.
Communication in marketing.
Consumers > Attitudes.
Publicité > Aspect psychologique.
Communication en marketing.
Consommateurs > Attitudes.
BUSINESS & ECONOMICS > Advertising & Promotion.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Part I. Historical Perspectives on Diversity and Advertising : Where We've Been and Where We are
  • 1. Diversity in Advertising : A Summary and Research Agenda / Wei-Na Lee, Carrie La Ferle and Jerome D. Williams
  • 2. Science for Sale : Psychology's Earliest Adventures in American Advertising / Ludy T. Benjamin, Jr.
  • Part II. The Dark Side of Diversity in Advertising : Discrimination, Prejudice, and Bias
  • 3. On The Predictive Utility of the Implicit Association Test : Current Research and Future Directions / Michael J. Sargent
  • 4. Demystifying the Nonconscious : Unintentional Discrimination in Society and the Media / Robert W. Livingston
  • 5. Interethnic Ideology in Advertising : A Social Psychological Perspective / Christopher Wolsko, Bernadette Park, and Charles M. Judd, Bernd Wittenbrink
  • 6. It's Not Just What You Think, It's Also How You Think : Prejudice as Biased Information Processing / Patrick T. Vargas, Denise Sekaquaptewa, William von Hippel
  • 7. The Transmission of Prejudice : What Do Our Marketing Strategies Really Reinforce? / David W. Schumann
  • 8. When Perceptions Affect Broadcasting In The Public Interest : Advertising Media Buyers As An Economic Hurdle for Black-Oriented Radio Stations / Caryl A. Cooper
  • 9. Language In Multicultural Advertising : Words And Cognitive Structure / David Luna, Laura A. Peracchio
  • 10. Ethnic Influences on Communication Patterns : Word-of-Mouth, Traditional and Non-traditional Media Usage / Wei-Na Lee, Carrie La Ferle, and Marye Tharp
  • 11. Discovering Brand Equity through Psycho-Linguistic Methods / Robert Pennington
  • Part IV. The Influencing Role of Social and Information Contexts In Diversity in Advertising
  • 12. Consumer Distinctiveness and Advertising Persuasion / Sonya A. Grier, Anne M. Brumbaugh
  • 13. Diversity In Advertising : The Influence Of Contextual Conditioning Effects On Attitudes / Johan de Heer (1), Sjaak (J.). G. Bloem (2) & Sofie E.W.M. Paijmans (3)
  • Part V. The Influencing Role of Source Effects in Diversity in Advertising
  • 14. Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising / Joan Scattone Spira
  • 15. Moving Beyond Race : The Role Of Ethnic Identity In Evaluating Celebrity Endorsers / Devon DelVecchio, Ronald C. Goodstein 16. "Michael Jordan Who?" : The Impact of Other-Race-Contact in Celebrity Endorser Recognition / Geraldine R. Henderson and Jerome D. Williams
  • Part VI. Broadening the Concept of Diversity : Going Beyond Black and White
  • 17. Diversity : Population Vs Market / Geraldine Fennell, Consultant, and Joel Saegert
  • 18. It Must Be the Cues : Racial Differences in Adolescents' Responses to Culturally Embedded Ads / Osei Appiah
  • 19. The Case for Separation of Asian-American Ethnic Groups As We Consider Our Target Market Strategies / David W. Schumann, Jinkook Lee, Kittichai Watchravesringkan
  • 20. Mainstream Marketers Advertise To Gays And Lesbians : Strategic Issues And Research Agenda / Timothy B. Greenlee
  • 21. Targeting Consumer Segments Based On Sexual Orientation : Can Advertisers Swing Both Ways? / Gillian Oakenfull
  • 22. Health Promotion and Interactive Technology : Do Gender Differences Matter in Message Design? / Pat Stout and Jorge Villegas
  • 23. The Presence of Religious Symbols And Values In Advertising / David Fairfield, Madeline Johnson
  • 24. Ethics, Machiavellianism, and Social Values : Implications for Advertising / Swee Hoon Ang, Jerome D. Williams.

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