The psychology of advertising
The psychology of advertising
- Third edition
- Routledge, 2021
- xii, 466 p. 25 cm.
1. Setting the Stage — The Origins of Modern — day Advertising — Advertising in Practice: The Nuts and Bolts of the Industry — The Functions of Advertising — The Effects of Advertising: A Psychological Perspective — Consumer Responses — Source and Message Variables in Advertising — Advertising in Context: Integrated Marketing Communications and the Promotional Mix — Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness — Plan of the Book — Summary and Conclusions — 2. How Consumers Acquire and Process Information from Advertising — Preattentive Analysis — Focal Attention — Comprehension — Elaborative Reasoning — Summary and Conclusions — 3. How Advertising Affects Consumer Memory — The Structure and Function of Human Memory — Implications for Advertising — Can Advertising Distort Memory? — Summary and Conclusions — 4. How Consumers Form Attitudes Towards Products — What is an Attitude? A Matter of Contention — Attitude Strength — Attitude Formation — Attitude Structure — The Functions of Attitudes and Attitude Objects — Summary and Conclusions — 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change — The Yale Reinforcement Approach — The Information Processing Model of McGuire — The Cognitive Response Model — Dual Process Theories of Persuasion — Assessing the Intensity of Processing — Simplifying Dual Process Theories: The Unimodel — Self — Validation: A New Process of Persuasion — Strategies to Attract Attention to Advertising — Strategies to Lower Resistance to Advertising — Summary and Conclusions — 6. How Advertising Influences Buying Behaviour — The Attitude — Behaviour Relationship: A Brief History — Predicting Specific Behaviour: The Reasoned Action Approach — Narrowing the Intention — Behaviour Gap: Forming Implementation Intentions — Implications for Advertising — Beyond Reasons and Plans: The Automatic Instigation of Behaviour — Implications for Advertising: The Return of the Hidden Persuaders — Summary and Conclusions — 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes — Social Influence and Compliance Without Pressure — The Principle of Reciprocity — The Principle of Commitment/Consistency — The Principle of Social Validation — The Principle of Liking — The Principle of Authority — The Principle of Scarcity — The Principle of Confusion — Mindlessness Revisited: The Limited — Resource Account — Summary and Conclusions — 8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice — Features of Online Advertising — When does Online Advertising Promote Persuasion? — How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious Processes — Supplementing Regular Online Advertising: Persuasion via Decision Support Systems — Unintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising) — Beyond Online Advertising: Persuasion via Online Interpersonal Communication — Summary and Conclusions.
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 how scientific research can inform marketing practice. ; Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book. ; Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
9780367346393
HF COMMERCE
Advertising--Psychological aspects.
Consumers--Attitudes.
1. Setting the Stage — The Origins of Modern — day Advertising — Advertising in Practice: The Nuts and Bolts of the Industry — The Functions of Advertising — The Effects of Advertising: A Psychological Perspective — Consumer Responses — Source and Message Variables in Advertising — Advertising in Context: Integrated Marketing Communications and the Promotional Mix — Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness — Plan of the Book — Summary and Conclusions — 2. How Consumers Acquire and Process Information from Advertising — Preattentive Analysis — Focal Attention — Comprehension — Elaborative Reasoning — Summary and Conclusions — 3. How Advertising Affects Consumer Memory — The Structure and Function of Human Memory — Implications for Advertising — Can Advertising Distort Memory? — Summary and Conclusions — 4. How Consumers Form Attitudes Towards Products — What is an Attitude? A Matter of Contention — Attitude Strength — Attitude Formation — Attitude Structure — The Functions of Attitudes and Attitude Objects — Summary and Conclusions — 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change — The Yale Reinforcement Approach — The Information Processing Model of McGuire — The Cognitive Response Model — Dual Process Theories of Persuasion — Assessing the Intensity of Processing — Simplifying Dual Process Theories: The Unimodel — Self — Validation: A New Process of Persuasion — Strategies to Attract Attention to Advertising — Strategies to Lower Resistance to Advertising — Summary and Conclusions — 6. How Advertising Influences Buying Behaviour — The Attitude — Behaviour Relationship: A Brief History — Predicting Specific Behaviour: The Reasoned Action Approach — Narrowing the Intention — Behaviour Gap: Forming Implementation Intentions — Implications for Advertising — Beyond Reasons and Plans: The Automatic Instigation of Behaviour — Implications for Advertising: The Return of the Hidden Persuaders — Summary and Conclusions — 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes — Social Influence and Compliance Without Pressure — The Principle of Reciprocity — The Principle of Commitment/Consistency — The Principle of Social Validation — The Principle of Liking — The Principle of Authority — The Principle of Scarcity — The Principle of Confusion — Mindlessness Revisited: The Limited — Resource Account — Summary and Conclusions — 8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice — Features of Online Advertising — When does Online Advertising Promote Persuasion? — How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious Processes — Supplementing Regular Online Advertising: Persuasion via Decision Support Systems — Unintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising) — Beyond Online Advertising: Persuasion via Online Interpersonal Communication — Summary and Conclusions.
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 how scientific research can inform marketing practice. ; Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book. ; Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
9780367346393
HF COMMERCE
Advertising--Psychological aspects.
Consumers--Attitudes.
