0
Your cart

Your cart is empty

Books > Business & Economics > Economics > International economics > International trade

Buy Now

Advertising Exposure, Memory and Choice (Paperback) Loot Price: R1,617
Discovery Miles 16 170
Advertising Exposure, Memory and Choice (Paperback): Andrew A. Mitchell

Advertising Exposure, Memory and Choice (Paperback)

Andrew A. Mitchell

 (sign in to rate)
Loot Price R1,617 Discovery Miles 16 170 | Repayment Terms: R152 pm x 12*

Bookmark and Share

Expected to ship within 12 - 19 working days

Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

General

Imprint: Psychology Press
Country of origin: United Kingdom
Release date: August 2016
First published: 1997
Editors: Andrew A. Mitchell
Dimensions: 229 x 152 x 26mm (L x W x T)
Format: Paperback
Pages: 360
ISBN-13: 978-1-138-96614-7
Categories: Books > Business & Economics > Economics > International economics > International trade > General
Promotions
LSN: 1-138-96614-2
Barcode: 9781138966147

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!

You might also like..

American Opinion on Trade - Preferences…
Alexandra Guisinger Hardcover R3,492 Discovery Miles 34 920
China - Trade, Foreign Direct…
Yanqing Jiang Hardcover R2,848 R2,344 Discovery Miles 23 440
Finance of International Trade
Eric Bishop Paperback R1,702 Discovery Miles 17 020
IMF and World Bank Sponsored Structural…
Kwadwo Konadu-Agyemang Paperback R1,287 Discovery Miles 12 870
Principles of International Economic Law
Matthias Herdegen Hardcover R5,567 Discovery Miles 55 670
Trading in Oil Futures and Options
Sally Clubley Hardcover R2,474 Discovery Miles 24 740
The International Steel Trade
Peter Fish Hardcover R4,559 Discovery Miles 45 590
Principles of International Logistics
Jose L Tongzon Paperback R1,118 Discovery Miles 11 180
The Law and Economics of International…
Alan O. Sykes Hardcover R4,491 Discovery Miles 44 910
Ethical Value Networks in International…
Warwick E. Murray, John Overton, … Hardcover R3,479 Discovery Miles 34 790
Observations on the Effects of the Corn…
Thomas Robert Malthus Paperback R355 Discovery Miles 3 550
Observations on the Effects of the Corn…
Thomas Robert Malthus Paperback R354 Discovery Miles 3 540

See more

Partners