Rent 9780415442732 | The Psychology of Advertising

Summary Table of Contents Author Biography

This book discusses key topics from social and consumer psychology. Questions are addressed such as: What impact does advertising have on consumer behaviour? How do consumers make sense of advertising messages? What messages get across and why?

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Preface	p. ix
Setting the stage	p. 1
The Origins of Modern Day Advertising	p. 2
The Functions of Advertising	p. 5
The Effects of Advertising: A Psychological Perspective	p. 10
Consumer Responses	p. 12
Source and Message Variables in Advertising	p. 15
Advertising in Context: Integrated Marketing Communications and the Promotional Mix	p. 22
Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness	p. 27
Plan of the Book	p. 38
Summary and Conclusions	p. 39
How consumers acquire and process information from advertising	p. 41
Preattentive Analysis	p. 43
Focal Attention	p. 51
Comprehension	p. 63
Elaborative Reasoning	p. 66
Summary and Conclusions	p. 70
How advertising affects consumer memory	p. 73
The Structure and Function of Human Memory	p. 74
Implications for Advertising	p. 90
Can Advertising Distort Memory?	p. 106
Summary and Conclusions	p. 109
How consumers form attitudes towards products	p. 111
What is an Attitude? A Matter of Contention	p. 112
Are Attitudes Stable or Context-Dependent?	p. 118
How do we form Attitudes?	p. 120
How Attitudes are Structured	p. 133
Attitude Functions: Why People Hold Attitudes	p. 136
Attitude Strength	p. 140
Summary and Conclusions	p. 149
How consumers yield to advertising: Principles of persuasion and attitude change	p. 153
The Yale Reinforcement Approach	p. 154
The Information Processing Model of Mcguire	p. 156
The Cognitive Response Model	p. 158
Dual Process Theories of Persuasion	p. 160
Assessing the Intensity of Processing	p. 165
Persuasion by a Single Route: The Unimodel	p. 182
Lowering Resistance to Advertising	p. 184
Summary and Conclusions	p. 192
How advertising influences buying behaviour	p. 195
The Attitude-Behaviour Relationship: A Brief History	p. 196
Predicting Specific Behaviour: The Reasoned Action Approach	p. 198
Narrowing the Intention-Behaviour Gap: Forming Implementation Intentions	p. 202
Implications For Advertising	p. 205
Beyond Reasons and Plans: The Automatic Instigation of Behaviour	p. 207
Implications for Advertising: The Return of the Hidden Persuaders	p. 220
Summary and Conclusions	p. 225
Beyond persuasion: Achieving consumer compliance without changing attitudes	p. 229
Social Influence and Compliance without Pressure	p. 231
The Principle of Reciprocity	p. 235
The Principle of Commitment/Consistency	p. 238
The Principle of Social Validation	p. 244
The Principle of Liking	p. 248
The Principle of Authority	p. 252
The Principle of Scarcity	p. 256
The Principle of Confusion	p. 258
Mindlessness Revisited: The Limited-Resource Account	p. 261
Summary and Conclusions	p. 262
Notes	p. 267
References	p. 271
Glossary	p. 303
Author Index	p. 317
Subject Index	p. 327
Table of Contents provided by Ingram. All Rights Reserved.

Bob M. Fennis works as a Professor in Cognitive Behaviour at the Department of Marketing at Groningen University. His research interests include persuasion, social influence processes and the dynamics of "automatic" consumer behaviour. His research focuses on such issues as the effectiveness of marketing and selling techniques, advertising effects, and nonconscious influences on consumer goal pursuit and purchase behaviour. Wolfgang Stroebe is Professor of Social Psychology at Utrecht University. He is a former president of the European Association of Social Psychology, a Fellow of numerous psychological societies (e.g., BPS, APS) and co-editor (with Miles Hewstone) of the European Review of Social Psychology. One of his major research interests is strategies of attitude and behaviour change, and he has published widely on this topic.

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