Psychological Processes and Advertising Effects
Psychological Processes and Advertising Effects

Author: Linda F. Alwitt

Publisher: Taylor & Francis

Published: 2022-02-16

Total Pages: 318

ISBN-13: 1000549127

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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.

Advertising Exposure, Memory and Choice
Advertising Exposure, Memory and Choice

Author: Andrew A. Mitchell

Publisher: Psychology Press

Published: 2013-06-17

Total Pages: 359

ISBN-13: 1134756984

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Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

Attention, Attitude, and Affect in Response To Advertising
Attention, Attitude, and Affect in Response To Advertising

Author: Eddie M. Clark

Publisher: Psychology Press

Published: 2019-10-25

Total Pages: 346

ISBN-13: 1317783379

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Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Advances in National Brand and Private Label Marketing
Advances in National Brand and Private Label Marketing

Author: Francisco J. Martinez-Lopez

Publisher: Springer Nature

Published: 2020-05-13

Total Pages: 178

ISBN-13: 3030477649

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This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?

Attitudes and Opinions
Attitudes and Opinions

Author: Stuart Oskamp

Publisher: Psychology Press

Published: 2005-01-15

Total Pages: 593

ISBN-13: 1135618615

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Notable advances resulting from new research findings, measurement approaches, widespread uses of the Internet, and increasingly sophisticated approaches to sampling and polling, have stimulated a new generation of attitude scholars. This extensively revised edition captures this excitement, while remaining grounded in scholarly research. Attitudes and Opinions, 3/e maintains one of the main goals of the original edition--breadth of coverage. The book thoroughly reviews both implicit and explicit measures of attitudes, the structure and function of attitudes, the nature of public opinion and polling, attitude formation, communication of attitudes and opinions, and the relationship between attitudes and behaviors, as well as theories and research on attitude change. Over 2,000 references support the book's scientific integrity. The authors' second goal is to demonstrate the relevance of the topic to people's lives. Subsequently, the second part of the book examines many of the topics and research findings that are salient in the world today--political and international attitudes (including terrorism), voting behavior, racism and prejudice, sexism and gender roles, and environmental attitudes. This thoroughly revised new edition features: *an entirely new chapter on implicit measures attitudes; *a new chapter on environmental attitudes; *updated opinion poll data throughout the book; *additional material on time trends in attitudes about many issues; and *expanded, updated sections on international attitudes reflecting the events of 9/11 and the subsequent invasions of Afghanistan and Iraq. Attitudes and Opinions' broad and interdisciplinary perspective makes this an ideal text in courses on attitudes, public opinion, survey research, or persuasion, taught in a variety of departments including psychology, communication, marketing, sociology, and political science.