Visual Marketing

From Attention to Action
Herausgeber: Wedel, Michel; Pieters, Rik

• Broschiertes Buch

Produktbeschreibung

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception, visual cognition and action and choice. The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take. Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.

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Produktdetails

• Verlag: Psychology Press
• Seitenzahl: 320
• Erscheinungstermin: 10. Dezember 2019
• Englisch
• Abmessung: 229mm x 152mm x 17mm
• Gewicht: 466g
• ISBN-13: 9780367866679
• ISBN-10: 0367866676
• Artikelnr.: 69890574

Autorenporträt

Michel Wedel is Distinguished University Professor and PepsiCo Chair in Consumer Science at University of Maryland. Rik Peters is Professor at Department of Marketing, Tilberg School of Economics and Management.

Inhaltsangabe

M. Wedel
R. Pieters
Introduction to Visual Marketing. Part 1. Visual Attention and Perception. K. Rayner
M.S. Castelhano
Eye Movements During Reading
Scene Perception
Visual Search and While Looking at Print Advertisements. R. Pieters
M. Wedel
The Informativeness of Eye-Movements for Visual Marketing: Six Cornerstones. N.T. Tavassoli
The Effect of Selecting and Ignoring on Liking. Part 2. Visual Cognition. E.F. McQuarrie
Differentiating the Pictorial Element in Advertising: A Rhetorical Perspective. E. Greenleaf
P. Raghubir
Geometry in the Market Place. P. Raghubir
Are Visual Perception Biases Hard-Wired? A. Krishna
Spatial Perception Research: An Integrative Review of Length
Area
Volume
and Number Perception. Part 3. Action and Choice. J. Meyers-Levy
R. Zhu
Perhaps the Store Made You Purchase It: Toward an Understanding of Structural Aspects of Indoor Shopping Environments. P. Chandon
J.W. Hutchinson
E.T. Bradlow
S.H. Young
Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data. H. Cho
N. Schwarz
H. Song
Images and Preference: A Feeling-as-Information Analysis. Epilogue. C. Janiszewski
Rethinking Visual Communication Research: Updating Old Constructs and Considering New Metaphors.