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Full Description
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. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.
Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book.
Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
Contents
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
