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This book showcases papers presented at the annual Advertising and
Consumer Psychology Conference. The contributors -- active scholars
with both practitioner and academic backgrounds -- share an
interest in the general area of psychographics, values, and
lifestyle in advertising. The interdisciplinary and international
mix of authors bring a diverse perspective to this volume, which is
divided into four nonorthogonal sections. The first section deals
with theoretical and conceptual issues in advertising research,
while the second section presents chapters devoted to improving
methodology. The final two sections illustrate how value,
lifestyle, and psychographic research have been used to understand
differences among people. The first of these final two sections
emphasizes differences among people at different times (commonly
called trend research), and the second emphasizes differences among
people across national boundaries. Collectively, these chapters
illustrate how practical state-of-the-art research in values,
lifestyles, and psychographics can be. Thoughtful consideration of
values, lifestyles, and psychographics as they are manifested in
quality research can improve advertising and marketing practice,
and can help the business community deliver products and services
that are more in line with consumers' needs.
This book showcases papers presented at the annual Advertising and
Consumer Psychology Conference. The contributors -- active scholars
with both practitioner and academic backgrounds -- share an
interest in the general area of psychographics, values, and
lifestyle in advertising.
The interdisciplinary and international mix of authors bring a
diverse perspective to this volume, which is divided into four
nonorthogonal sections. The first section deals with theoretical
and conceptual issues in advertising research, while the second
section presents chapters devoted to improving methodology. The
final two sections illustrate how value, lifestyle, and
psychographic research have been used to understand differences
among people. The first of these final two sections emphasizes
differences among people at different times (commonly called trend
research), and the second emphasizes differences among people
across national boundaries.
Collectively, these chapters illustrate how practical
state-of-the-art research in values, lifestyles, and psychographics
can be. Thoughtful consideration of values, lifestyles, and
psychographics as they are manifested in quality research can
improve advertising and marketing practice, and can help the
business community deliver products and services that are more in
line with consumers' needs.
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