The psychology of advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2016
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xi, 438 Seiten Illustrationen, Diagramme |
| ISBN: | 9781848723061 9781848723054 |
Internformat
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| 245 | 1 | 0 | |a The psychology of advertising |c Bob M. Fennis and Wolfgang Stroebe |
| 250 | |a Second edition | ||
| 264 | 1 | |a London ; New York |b Routledge, Taylor & Francis Group |c 2016 | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
PREFACE
1 Setting the stage
THE ORIGINS OF MODERN DAY ADVERTISING 3
THE FUNCTIONS OF ADVERTISING 6
THE EFFECTS OF ADVERTISING: A PSYCHOLOGICAL
PERSPECTIVE 12
CONSUMER RESPONSES 13
SOURCE AND MESSAGE VARIABLES IN ADVERTISING 17
ADVERTISING IN CONTEXT: INTEGRATED MARKETING
COMMUNICATIONS AND THE PROMOTIONAL MIX 24
CLASSIC AND CONTEMPORARY APPROACHES OF
CONCEPTUALIZING ADVERTISING EFFECTIVENESS 30
PLAN OF THE BOOK 42
SUMMARY AND CONCLUSIONS 44
2 How consumers acquire and process
information from advertising
PREATTENTIVE ANALYSIS 49
FOCAL ATTENTION 58
COMPREHENSION 71
ELABORATIVE REASONING 75
SUMMARY AND CONCLUSIONS 80
ix
1
47
v
CONTENTS
3 How advertising affects consumer memory 83
THE STRUCTURE AND FUNCTION OF HUMAN MEMORY 84
IMPLICATIONS FOR ADVERTISING 102
CAN ADVERTISING DISTORT MEMORY? 120
SUMMARY AND CONCLUSIONS 122
4 How consumers form attitudes towards products 125
WHAT IS AN ATTITUDE? A MATTER OF CONTENTION 126
ATTITUDE STRENGTH 135
ATTITUDE FORMATION 145
ATTITUDE STRUCTURE 162
THE FUNCTIONS OF ATTITUDES AND ATTITUDE OBJECTS 166
SUMMARY AND CONCLUSIONS 174
5 How consumers yield to advertising: principles of
persuasion and attitude change 179
THE YALE REINFORCEMENT APPROACH 180
THE INFORMATION PROCESSING MODEL OF MCGUIRE 182
THE COGNITIVE RESPONSE MODEL 185
DUAL PROCESS THEORIES OF PERSUASION 188
ASSESSING THE INTENSITY OF PROCESSING 193
PERSUASION BY A SINGLE ROUTE: THE UNIMODEL 211
STRATEGIES TO ATTRACT ATTENTION AND TO LOWER
RESISTANCE TO ADVERTISING 213
SUMMARY AND CONCLUSIONS 239
6 How advertising influences buying behaviour 243
THE ATTITUDE-BEHAVIOUR RELATIONSHIP! A BRIEF HISTORY 244
PREDICTING SPECIFIC BEHAVIOUR: THE REASONED ACTION
APPROACH 247
NARROWING THE INTENTION-BEHAVIOUR GAP: FORMING
IMPLEMENTATION INTENTIONS 254
IMPLICATIONS FOR ADVERTISING 257
BEYOND REASONS AND PLANS: THE AUTOMATIC INSTIGATION OK
BEHAVIOUR 259
IMPLICATIONS FOR ADVERTISING: THE RETURN OF THE HIDDEN
PERSUADERS 276
SUMMARY AND CONCLUSIONS 281
VI
CONTENTS
7 Beyond persuasion: achieving consumer compliance
without changing attitudes 285
SOCIAL INFLUENCE AND COMPLIANCE WITHOUT PRESSURE 287
THE PRINCIPLE OF RECIPROCITY 292
THE PRINCIPLE OF COMMITMENT/CONSISTENCY 296
THE PRINCIPLE OF SOCIAL VALIDATION 302
THE PRINCIPLE OF LIKING 307
THE PRINCIPLE OF AUTHORITY 311
THE PRINCIPLE OF SCARCITY 315
THE PRINCIPLE OF CONFUSION 318
MINDLESSNESS REVISITED: THE LIMITED-RESOURCE ACCOUNT 321
SUMMARY AND CONCLUSIONS 323
8 Advertising in the new millennium: how the Internet
affects consumer judgement and choice 327
FEATURES OF ONLINE ADVERTISING 330
WHEN DOES ONLINE ADVERTISING PROMOTE PERSUASION? 333
HOW DOES ONLINE ADVERTISING PROMOTE PERSUASION? THE ROLE OF
CONSCIOUS VERSUS UNCONSCIOUS PROCESSES 341
SUPPLEMENTING REGULAR ONLINE ADVERTISING: PERSUASION VIA
DECISION SUPPORT SYSTEMS 348
UNINTENDED AND INCIDENTAL EFFECTS OF BEING ONLINE ON CONSUMER
COGNITION (AND WHAT THEY MEAN FOR ONLINE ADVERTISING) 351
BEYOND ONLINE ADVERTISING: PERSUASION VIA ONLINE INTERPERSONAL
COMMUNICATION 356
SUMMARY AND CONCLUSIONS 361
REFERENCES 365
GLOSSARY 407
AUTHOR INDEX 423
SUBJECT INDEX 435
vii
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. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook.
This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include:
• What impact does advertising have on consumer behaviour? What causes this impact?
• What are the psychological processes responsible for the effectiveness of advertising?
• How do consumers make sense of advertising messages? Which messages get across successfully and when, and why?
• How do new online and digital technologies affect consumer judgement and choice?
Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services, and political communication.
|
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| author | Fennis, Bob M. 1968- Stroebe, Wolfgang 1941- |
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| author_facet | Fennis, Bob M. 1968- Stroebe, Wolfgang 1941- |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 659.101/9 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.101/9 |
| dewey-search | 659.101/9 |
| dewey-sort | 3659.101 19 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Psychologie Wirtschaftswissenschaften |
| edition | Second edition |
| format | Book |
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| language | English |
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| spelling | Fennis, Bob M. 1968- Verfasser (DE-588)141634375 aut The psychology of advertising Bob M. Fennis and Wolfgang Stroebe Second edition London ; New York Routledge, Taylor & Francis Group 2016 xi, 438 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Psychologie Advertising Psychological aspects Consumers Attitudes Kaufverhalten (DE-588)4073331-2 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Werbewirkung (DE-588)4189647-6 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 s Werbewirkung (DE-588)4189647-6 s Verbraucherverhalten (DE-588)4062644-1 s Kaufverhalten (DE-588)4073331-2 s DE-604 Stroebe, Wolfgang 1941- Verfasser (DE-588)134194640 aut Erscheint auch als Online-Ausgabe 978-1-315-68103-0 (DE-604)BV044518387 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028687170&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028687170&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Fennis, Bob M. 1968- Stroebe, Wolfgang 1941- The psychology of advertising Psychologie Advertising Psychological aspects Consumers Attitudes Kaufverhalten (DE-588)4073331-2 gnd Werbepsychologie (DE-588)4140889-5 gnd Werbewirkung (DE-588)4189647-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | The psychology of advertising |
| title_auth | The psychology of advertising |
| title_exact_search | The psychology of advertising |
| title_full | The psychology of advertising Bob M. Fennis and Wolfgang Stroebe |
| title_fullStr | The psychology of advertising Bob M. Fennis and Wolfgang Stroebe |
| title_full_unstemmed | The psychology of advertising Bob M. Fennis and Wolfgang Stroebe |
| title_short | The psychology of advertising |
| title_sort | the psychology of advertising |
| topic | Psychologie Advertising Psychological aspects Consumers Attitudes Kaufverhalten (DE-588)4073331-2 gnd Werbepsychologie (DE-588)4140889-5 gnd Werbewirkung (DE-588)4189647-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Psychologie Advertising Psychological aspects Consumers Attitudes Kaufverhalten Werbepsychologie Werbewirkung Verbraucherverhalten |
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