In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
eBook - ePub
Psychological Processes and Advertising Effects
Theory, Research, and Applications
- 318 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Psychological Processes and Advertising Effects
Theory, Research, and Applications
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Table of contents
- Cover
- Half-Title Page
- Title Page
- Copyright Page
- Original Title Page
- Original Copyright Page
- Table of Contents
- Preface
- List of Contributors
- Introduction
- PART I: AFFECTIVE REACTIONS TO ADVERTISING
- PART II: PERSUASION
- PART III: PSYCHOLOGICAL PROCESSES DURING TELEVISION VIEWING
- PART IV: INVOLVEMENT
- Author Index
- Subject Index
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Yes, you can access Psychological Processes and Advertising Effects by Linda F. Alwitt, Andrew A. Mitchell, Linda F. Alwitt,Andrew A. Mitchell in PDF and/or ePUB format, as well as other popular books in Psychology & History & Theory in Psychology. We have over 1.5 million books available in our catalogue for you to explore.