The Psychology of Advertising

Höfundar: Bob M Fennis; Wolfgang Stroebe (Útgáfa: 4)
The Psychology of Advertising

Kaup valmöguleikar

The Psychology of Advertising offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice. This newly updated fourth edition includes a new chapter on social media advertising that considers how brands and social media influencers affects consumer judgement and choice.

The book also includes new coverage on the impact of the psychology of advertising on firm performance or consumer behaviour, the application of theory to real-life adverts, and how the psychology of advertising was affected by the covid pandemic. The book offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements.

Nánar um bókina

Útgefandi
Taylor & Francis
ISBN
9781040343654
Print ISBN
9781032596136
Format
ePub
Útgáfa
4
Höfundar
Bob M Fennis; Wolfgang Stroebe
Tungumál
English
Útgefið
2025-05-14
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Endorsements
  • Half Title
  • Title
  • Copyright
  • Contents
  • Preface
  • 1 Setting the stage
  • The origins of modern-day advertising
  • Advertising in practice: the nuts and bolts of the industry
  • Roles and professions in the advertising industry
  • The functions of advertising
  • The effects of advertising: a psychological perspective
  • Consumer responses
  • Consumer involvement: classic and contemporary conceptualizations
  • Source and message variables in advertising
  • Advertising in context: integrated marketing communications and the promotional mix
  • Classic and contemporary approaches of conceptualizing advertising effectiveness
  • Qualifying our understanding of the psychology of advertising: the replication crisis in psychological research
  • Plan of the book
  • Summary and conclusions
  • 2 How consumers acquire and process information from advertising
  • Preattentive analysis
  • Focal attention
  • Comprehension
  • Elaborative reasoning
  • Summary and conclusions
  • 3 How advertising affects consumer memory
  • The structure and function of human memory
  • Implications for advertising
  • Can advertising distort memory?
  • Summary and conclusions
  • 4 How consumers form attitudes towards products
  • What is an attitude? A matter of contention
  • Attitude formation
  • Attitude structure
  • Attitude strength
  • Summary and conclusions
  • 5 How consumers yield to advertising: Principles of persuasion and attitude change
  • Theories of persuasion
  • Applying theories of persuasion to advertising
  • Summary and conclusions
  • 6 How advertising influences buying behaviour
  • The attitude–behaviour relationship: a brief history
  • Predicting specific behaviour: the reasoned action approach
  • The relationship between attitudes, goals and intentions
  • Reformulating the standard model: the theory of reasoned goal pursuit
  • Narrowing the intention–behaviour gap: forming implementation intentions
  • Implications for advertising
  • Beyond reasons and plans: the automatic instigation of behaviour
  • Implications for advertising: the return of the hidden persuaders
  • Goals, habits and behaviour
  • The role of mindsets in goal-directed information processing and behaviour
  • Online shopping, impulse buying and product returns
  • Summary and conclusions
  • 7 Beyond persuasion: Achieving consumer compliance without changing attitudes
  • Social influence vs regular advertising
  • The role of automaticity and mindlessness
  • Mindless influence and the role of heuristics
  • The principle of reciprocity
  • The principle of commitment/consistency
  • The principle of social validation
  • The principle of liking
  • The principle of authority
  • The principle of scarcity
  • Explaining the impact of the principle of scarcity
  • The principle of confusion
  • Explaining the impact of the principle of confusion
  • Mindlessness revisited: the role of self-control
  • Nudging
  • Summary and conclusions
  • 8 Online vs offline advertising: Similarities and differences in impact and underlying processes
  • Types of online advertising
  • Features of online advertising: the potential for targeting
  • Translating digital footprints into ads
  • Targeting and privacy concerns
  • How online targeting could derail: the Cambridge Analytica case
  • How profitable is online targeting?
  • When does online advertising promote persuasion?
  • How does online advertising promote persuasion? The role of deliberate (conscious) vs impulsive (non-conscious) processes
  • Supplementing regular online advertising: persuasion via decision support systems
  • Backfire effects of decision support systems on persuasion
  • Unintended and incidental effects of being online on consumer cognition (and what they mean for online advertising)
  • Summary and conclusions
  • References
  • Glossary
  • Index