The Psychology of Advertising 3rd edition by Bob Fennis, Wolfgang Stroebe – Ebook PDF Instant Download/Delivery: 1000180381 , 9781000180381
Full download The Psychology of Advertising 3rd edition after payment
Product details:
ISBN 10: 1000180381
ISBN 13: 9781000180381
Author: Bob Fennis, Wolfgang Stroebe
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.
The Psychology of Advertising 3rd Table of contents:
Chapter 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
Can advertising create desires and boost materialism?
Assessing advertising effects on consumer responses
Source and message variables in advertising
Source credibility
Source attractiveness
Argument quality and message structure
Message sidedness
Argument-based and affect-based appeals
Advertising in context: integrated marketing communications and the promotional mix
Direct marketing
Interactive marketing
Sales promotion
Public relations
Personal selling
Classic and contemporary approaches of conceptualizing advertising effectiveness
Sales-response models
Early models of individual responses to advertising: hierarchy-of-effects models
Information processing research in advertising
Cognitive response approach
Dual process approaches
Unconscious processes in consumer behaviour
The replication crisis in psychology
Plan of the book
Summary and conclusions
Notes
Chapter 2 How consumers acquire and process information from advertising
Preattentive analysis
Feature analysis and semantic analysis
Matching activation
Preattentive processing and hedonic fluency
Focal attention
Salience
Vividness
Novelty
Categorization
Product and brand line extensions
Typicality and the pioneering advantage
Assimilation and contrast
Impression formation and impression correction
Comprehension
Seeing is believing
Miscomprehension and misleading advertising claims
Elaborative reasoning
Self-schema and elaborative reasoning
Consumer meta-cognition
Summary and conclusions
Chapter 3 How advertising affects consumer memory
The structure and function of human memory
The model of Atkinson and Shiffrin
Sensory memory
Working or short-term memory
Long-term memory
Evidence for the multi-systems view of memory
Problems with the model of Atkinson and Shiffrin
Levels of processing
The model of working memory of Baddeley and Hitch
Forms of long-term memory
Declarative or explicit memory
Implicit memory
Priming
Knowledge structures in long-term memory
Implications for advertising
The role of memory in judgements: on the ineffectiveness of traditional measures of advertising effectiveness
Implicit memory and the measurement of ad effectiveness
Memory-based versus online judgements
Memory factors in brand choice: the role of cognitive accessibility
Forgetting the message: advertising clutter and competitive interference
Competitive interference and memory for advertisements
Moderators of the impact of advertising clutter
Combating interference due to advertising clutter
Can advertising distort memory?
Summary and conclusions
Notes
Chapter 4 How consumers form attitudes towards products
What is an attitude? A matter of contention
Defining the concept
Implicit and explicit attitudes: challenging the unity of the attitude concept?
Implicit attitude measures and consumer behaviour
Are attitudes stable or context dependent?
Implications for the definition of the attitude concept
Attitude strength
Accessibility
Attitude importance
Attitude knowledge
Attitude certainty
Attitudinal ambivalence
Evaluative–cognitive consistency
Attitude strength and the context dependence of attitudinal judgements
Attitude formation
The formation of cognitively based evaluative responses
Attitudes based on direct experience versus memory
Using heuristics to form attitudes towards products
The formation of evaluative responses based on affective or emotional experience
Mere exposure
Classical and evaluative conditioning
Affect as information
The formation of evaluations based on behavioural information
Attitude structure
Expectancy–value models
Are beliefs the cause of attitudes?
Attitudes towards the advertisement and the dual mediation hypothesis
The functions of attitudes and attitude objects
Attitude functions: why people hold attitudes
Consumer goals and the functions of consumer goods
The relationship between attitudes, goals and intentions
Why people acquire goods
Utilitarian goals
Self-expression goals
Identity-building goals
Hedonic goals
Implications for advertising
Summary and conclusions
Notes
Chapter 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
The multiple-role assumption
Biased processing of information
Assessing the intensity of processing
Processing ability, processing intensity and attitude change
The impact of working knowledge on processing ability
The impact of distraction on processing ability
The impact of message repetition on processing ability
Processing motivation, processing intensity and attitude change
Personal relevance as motivator
Fear as a motivator
Individual differences in processing motivation
Processing intensity and stability of change
Simplifying dual process theories: the unimodel
Self-validation: a new process of persuasion
Strategies to attract attention to advertising
Humour in advertising
Humour, distraction and memory
Humour and liking for the ad and the brand
Humorous advertisements and brand choice
Limitations
Summary and conclusions
Sex in advertising
The impact of sexual advertisements on information processing
The impact of sexual advertising on attitudes
Conclusions
Strategies to lower resistance to advertising
Persuasion knowledge and reactance
Two-sided advertisements
Product placement
Native advertising
Sponsorship
Summary and conclusions
Notes
Chapter 6 How advertising influences buying behaviour
The attitude–behaviour relationship: a brief history
Predicting specific behaviour: the reasoned action approach
The standard model
Extending the standard model
Reformulating the standard model: the theory of reasoned goal pursuit
Narrowing the intention–behaviour gap: forming implementation intentions
Implications for advertising
Beyond reasons and plans: the automatic instigation of behaviour
Automatic and deliberate influence of attitudes
Automatic and deliberate influence of social norms
Automatic and deliberate influence of goals
Goals, habits and behaviour
The role of mindsets in goal-directed information processing and behaviour
Goal conflict and impulsive behaviour
Implications for advertising: the return of the hidden persuaders
Summary and conclusions
Note
Chapter 7 Beyond persuasion: Achieving consumer compliance without changing attitudes
Social influence and compliance without pressure
The principle of reciprocity
The door-in-the-face technique
That’s-not-all technique
Beyond reciprocity
Product samples as reciprocity traps
The principle of commitment/consistency
Foot-in-the-door technique
Lowball technique
The principle of social validation
Reference groups
Individual differences and social proof
Motivation and social validation
Values and lifestyles
The principle of liking
Determinants of liking in social influence situations
Physical attractiveness
Similarity
Ingratiation
Bringing good news
The principle of authority
Symbols of authority
Authority and obedience
The principle of scarcity
The principle of confusion
Mindlessness revisited: the limited-resource account
Summary and conclusions
Note
Chapter 8 Advertising in the new millennium: How the Internet affects consumer judgement and choice
Features of online advertising
Big data, online tracking and privacy concerns
Three types of online advertising
When does online advertising promote persuasion?
A critical precursor to online persuasion: online trust
Building online trust
Online trust and regulatory focus
How banner ad placement and content affects online persuasion
How does online advertising promote persuasion? The role of conscious versus unconscious processes
Online heuristics
Supplementing regular online advertising: persuasion via decision support systems
Online stereotyping
Unintended and incidental effects of being online on consumer cognition (and what they mean for online advertising)
How Google affects consumer memory
Us and our devices
Implications for advertising: an online ‘truth effect’?
Beyond online advertising: persuasion via online interpersonal communication
Company effects of online chatter
How emotion affects online diffusion and diffusion affects online emotion
Summary and conclusions
Notes
References
Glossary
Author index
Subject index
People also search for The Psychology of Advertising 3rd:
the psychology of advertising bob fennis
psychology of ads
psychology of advertising examples
psychology of advertising and marketing
psychology behind advertising techniques
Tags: Bob Fennis, Wolfgang Stroebe, The Psychology