Bob M Fennis, Wolfgang Stroebe

The Psychology of Advertising (eBook, PDF)

• Format: PDF

Produktbeschreibung

The book offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 496
• Erscheinungstermin: 14. Mai 2025
• Englisch
• ISBN-13: 9781040343623
• Artikelnr.: 73628613

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.