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Books > Social sciences > Psychology > Social, group or collective psychology
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Psychological Processes and Advertising Effects - Theory, Research, and Applications (Hardcover)
Loot Price: R4,042
Discovery Miles 40 420
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Psychological Processes and Advertising Effects - Theory, Research, and Applications (Hardcover)
Series: Psychology Revivals
Expected to ship within 12 - 19 working days
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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.
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