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Advertising Exposure, Memory and Choice (Paperback)
Loot Price: R1,525
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Advertising Exposure, Memory and Choice (Paperback)
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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.
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