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

ISBN-13: 9780367498801 / Angielski / Twarda / 2021 / 318 str.

Alwitt, Linda F.

Opis

In the 1980s our understanding of how advertising affects consumer behaviour was undergoing a dramatic transformation. However, there were still many unanswered questions. Originally published in 1985, the chapters in this volume provide insights into these questions.

Spis treści

Preface.  Introduction Linda F. Alwitt and Andrew A. Mitchell  Part 1: Affective Reactions to Advertising  1. How Advertising Works at Contact Rajeev Batra and Michael L. Ray  2. Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework Richard J. Lutz  3. The Influence of Affective Reactions to Advertising: Direct and Indirect Mechanisms of Change Danny L. Moore and J. Wesley Hutchinson  Part 2: Persuasion  4. Central and Peripheral Routes to Persuasion: The Role of Message Repetition John T. Cacioppo and Richard E. Petty  5. Conceptual and Methodological Issues in Examining the Relationship Between Consumer Memory and Judgment Meryl Lichtenstein and Thomas K. Srull  6. The Relationship Between Advertising Recall and Persuasion: An Experimental Investigation Ann E. Beattie and Andrew A. Mitchell  7. A Reliable Sleeper Effect in Persuasion: Implications for Opinion Change Theory and Research Anthony R. Pratkanis and Anthony G. Greenwald  Part 3: Psychological Processes During Television Viewing  8. Online Cognitive Processing of Television Daniel R. Anderson  9. EEG Activity Reflects the Content of Commercials Linda F. Alwitt  Part 4: Involvement  10. Cognitive Theory and Audience Involvement Anthony G. Greenwald and Clark Leavitt  11. The Effect of People/Product Relationships on Advertising Processing Peter Cushing and Melody Douglas-Tate  12. Understanding Consumers’ Cognitive Structures: The Relationship of Levels of Abstraction to Judgements of Psychological Distance and Preference Thomas J. Reynolds, Jonathan Gutman and John A. Fiedler  13. Concluding Remarks Linda F. Alwitt and Andrew A. Mitchell.  Author Index.  Subject Index.

O autorze

Linda F. Alwitt, Andrew A. Mitchell