Bob M. Fennis, Wolfgang Stroebe

The Psychology of Advertising (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 478
• Erscheinungstermin: 7. Oktober 2020
• Englisch
• ISBN-13: 9781000180367
• Artikelnr.: 60025940

Autorenporträt

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

1. Setting the stage. 2. How consumers acquire and process information from
advertising. 3. How advertising affects consumer memory. 4. How consumers
form attitudes towards products. 5. How consumers yield to advertising:
Principles of persuasion and attitude change. 6. How advertising influences
buying behaviour. 7. Beyond persuasion: Achieving consumer compliance
without changing attitudes. 8. Online vs. Offline advertising: Similarities
and differences in impact and underlying processes. References. Glossary.