This volume presents issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues; and new applications of consumer psychology to other fields, such as examining health behaviour.

This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising.
Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's...