Psychology of Advertising
portes grátis
Psychology of Advertising
Stroebe, Wolfgang; Fennis, Bob M
Taylor & Francis Ltd
05/2025
484
Mole
9781032596136
Pré-lançamento - envio 15 a 20 dias após a sua edição
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1. Setting the stage. 2. How consumers acquire and process information from advertising. 3. How advertising affects consumer memory. 4. How consumers form attitudes towards products. 5. How consumers yield to advertising: Principles of persuasion and attitude change. 6. How advertising influences buying behaviour. 7. Beyond persuasion: Achieving consumer compliance without changing attitudes. 8. Online vs. Offline advertising: Similarities and differences in impact and underlying processes. References. Glossary.
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consumer psychology;Advertising research;Political communication;Replication crisis;Psychological theories;influencing;consumer behavior;marketing;communication;integrated marketing;attitude change;persuasion;compliance
1. Setting the stage. 2. How consumers acquire and process information from advertising. 3. How advertising affects consumer memory. 4. How consumers form attitudes towards products. 5. How consumers yield to advertising: Principles of persuasion and attitude change. 6. How advertising influences buying behaviour. 7. Beyond persuasion: Achieving consumer compliance without changing attitudes. 8. Online vs. Offline advertising: Similarities and differences in impact and underlying processes. References. Glossary.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
