The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers.
The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers.
Bob M. Fennis is Professor of Consumer Behaviour at the University of Groningen, the Netherlands. He has published extensively on the psychology of persuasion and social influence and the role of consumer self-regulation in these processes. Wolfgang Stroebe , Professor Emeritus of Utrecht University, is now Visiting Professor at the University of Groningen, the Netherlands. He has (co-)authored numerous books and scientific articles on social and health psychology.
Inhaltsangabe
Preface 1. Setting the Stage The Origins of Modern-day Advertising Advertising in Practice: The Nuts and Bolts of the Industry The Functions of Advertising The Effects of Advertising: A Psychological Perspective Consumer Responses Source and Message Variables in Advertising Advertising in Context: Integrated Marketing Communications and the Promotional Mix Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness Plan of the Book Summary and Conclusions 2. How Consumers Acquire and Process Information from Advertising Preattentive Analysis Focal Attention Comprehension Elaborative Reasoning Summary and Conclusions 3. How Advertising Affects Consumer Memory The Structure and Function of Human Memory Implications for Advertising Can Advertising Distort Memory? Summary and Conclusions 4. How Consumers Form Attitudes Towards Products What is an Attitude? A Matter of Contention Attitude Strength Attitude Formation Attitude Structure The Functions of Attitudes and Attitude Objects Summary and Conclusions 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change The Yale Reinforcement Approach The Information Processing Model of McGuire The Cognitive Response Model Dual Process Theories of Persuasion Assessing the Intensity of Processing Simplifying Dual Process Theories: The Unimodel Self-Validation: A New Process of Persuasion Strategies to Attract Attention to Advertising Strategies to Lower Resistance to Advertising Summary and Conclusions 6. How Advertising Influences Buying BehaviourThe Attitude-Behaviour Relationship: A Brief History Predicting Specific Behaviour: The Reasoned Action Approach Narrowing the Intention-Behaviour Gap: Forming Implementation Intentions Implications for Advertising Beyond Reasons and Plans: The Automatic Instigation of Behaviour Implications for Advertising: The Return of the Hidden Persuaders Summary and Conclusions 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing AttitudesSocial Influence and Compliance Without Pressure The Principle of Reciprocity The Principle of Commitment/Consistency The Principle of Social Validation The Principle of Liking The Principle of Authority The Principle of Scarcity The Principle of Confusion Mindlessness Revisited: The Limited-Resource Account Summary and Conclusions 8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice Features of Online Advertising When does Online Advertising Promote Persuasion? How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious Processes Supplementing Regular Online Advertising: Persuasion via Decision Support Systems Unintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising) Beyond Online Advertising: Persuasion via Online Interpersonal Communication Summary and Conclusions References Glossary Author Index Subject Index
Preface 1. Setting the Stage The Origins of Modern-day Advertising Advertising in Practice: The Nuts and Bolts of the Industry The Functions of Advertising The Effects of Advertising: A Psychological Perspective Consumer Responses Source and Message Variables in Advertising Advertising in Context: Integrated Marketing Communications and the Promotional Mix Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness Plan of the Book Summary and Conclusions 2. How Consumers Acquire and Process Information from Advertising Preattentive Analysis Focal Attention Comprehension Elaborative Reasoning Summary and Conclusions 3. How Advertising Affects Consumer Memory The Structure and Function of Human Memory Implications for Advertising Can Advertising Distort Memory? Summary and Conclusions 4. How Consumers Form Attitudes Towards Products What is an Attitude? A Matter of Contention Attitude Strength Attitude Formation Attitude Structure The Functions of Attitudes and Attitude Objects Summary and Conclusions 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change The Yale Reinforcement Approach The Information Processing Model of McGuire The Cognitive Response Model Dual Process Theories of Persuasion Assessing the Intensity of Processing Simplifying Dual Process Theories: The Unimodel Self-Validation: A New Process of Persuasion Strategies to Attract Attention to Advertising Strategies to Lower Resistance to Advertising Summary and Conclusions 6. How Advertising Influences Buying BehaviourThe Attitude-Behaviour Relationship: A Brief History Predicting Specific Behaviour: The Reasoned Action Approach Narrowing the Intention-Behaviour Gap: Forming Implementation Intentions Implications for Advertising Beyond Reasons and Plans: The Automatic Instigation of Behaviour Implications for Advertising: The Return of the Hidden Persuaders Summary and Conclusions 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing AttitudesSocial Influence and Compliance Without Pressure The Principle of Reciprocity The Principle of Commitment/Consistency The Principle of Social Validation The Principle of Liking The Principle of Authority The Principle of Scarcity The Principle of Confusion Mindlessness Revisited: The Limited-Resource Account Summary and Conclusions 8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice Features of Online Advertising When does Online Advertising Promote Persuasion? How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious Processes Supplementing Regular Online Advertising: Persuasion via Decision Support Systems Unintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising) Beyond Online Advertising: Persuasion via Online Interpersonal Communication Summary and Conclusions References Glossary Author Index Subject Index
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