Psychological Processes and Advertising Effects: Theory, Research, and Applications

Name: Psychological Processes and Advertising Effects: Theory, Research, and Applications
Brand: Taylor & Francis
SKU: 9780367498955
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by Linda F. Alwitt

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ISBN13: 9780367498955
Binding: Paperback
Subject: N/A
Publisher: Taylor & Francis
Publisher Imprint: Routledge
Publication Date: July 20, 2023
Pages: 318
Original Price: GBP 34.99
Language: English
Edition: N/A
Item Weight: 484 grams
BISAC Subject(s): General

About The Book

In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

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