The Psychology of Advertising
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The Psychology of Advertising
Beschrijving
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Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook.
This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of…
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With Perlego (The Spotify for Books) you get unlimited access to
more than 250,000 professional and self-development books in one
simple space for one simple price. You can learn on the go with our
mobile app!
Advertising is a ubiquitous and powerful force, seducing us into
buying wanted and sometimes unwanted products and services,
donating to charitable causes, voting for political candidates, and
changing our health-related lifestyles for better or worse. The
impact of advertising is often subtle and implicit, but sometimes
blatant and impossible to overlook.
This revised and fully updated new edition of The Psychology of
Advertising offers a comprehensive and state-of-the-art overview of
the psychological findings on the impact of advertising, and
discusses the research in the context of recent developments in the
fields of social and consumer psychology. Key questions covered in
the volume include:
- What impact does advertising have on consumer behavior? What causes this impact?
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- What are the psychological processes responsible for the effectiveness of advertising?
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- How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why?
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- How do new online and digital technologies affect consumer judgement and choice?
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Engagingly written, and including a comprehensive glossary of
frequently used concepts, The Psychology of Advertising is a unique
and invaluable resource for advanced undergraduate and graduate
students, and for researchers and lecturers in social psychology,
marketing, and communications. It is also a valuable guide for
professionals working in advertising, public health, public
services and political communication.
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