The psychology of advertising
By: Bob M. Fennis and Wolfgang Stroebe.
Contributors: Stroebe, Wolfgang.
Publisher: Psychology Press
Published: 2010
Place of publication: New York
Language: eng
Number of pages: 329
ISBN-13: 9780415442732
Subjects: Advertising -- Psychological aspects; Consumers -- Attitudes
Notes: Includes bibliographical references and index.
Table of contents: title: Setting the stage; title: How consumers acquire and process information from advertising; title: How advertising affects consumer memory; title: How consumers form attitudes towards products; title: How consumers yield to advertising: principles of persuasion and attitude change 6. how advertising influences buying behaviour; title: Beyond persuasion achieving consumer compliance without changing attitudes.