The Psychology of Advertising
- ISBN-10
- 0415442737
- ISBN-13
- 9780415442732
- Series
- The Psychology of Advertising
- Category
- Business & Economics
- Pages
- 331
- Language
- English
- Published
- 2010
- Publisher
- Routledge
- Authors
- Wolfgang Stroebe, Bob Michaël Fennis
Description
"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness."Frank R. Kardes, College of Business, University of Cincinnati, USA "This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" Peeter Verlegh, Rotterdam School of Mangement, Erasmus University, The Netherlands Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charity (even to causes we have not heard of before) voting for political candidates (even of questionable reputation) and changing our health-related lifestyles for better or worse. The impact of advertising is often Subile and implicit, but sometimes blatant and impossible to overlook. This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising and to discuss this research in the context of recent developments in the fields of social and consumer psychology.It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language.
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