Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. This volume is the result of the 6th Annual Advertising and Consumer Behavior Conference, designed to bring together researchers and practitioners from both psychology and advertising.
Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. This volume is the result of the 6th Annual Advertising and Consumer Behavior Conference, designed to bring together researchers and practitioners from both psychology and advertising.
Eddie M. Clark, PhD is a Professor of Psychology at Saint Louis University (SLU). His research examines close relationships (infidelity, relationship maintenance, love) and health (health attitudes and behaviors, culturally appropriate health communication, the relationship between religiosity and health). He has authored or co-authored over 70 articles and book chapters. He serves on the editorial boards of the Journal of Social Psychology, Journal of Social and Personal Relationships, and as an associate editor of PsycCRITIQUES-APA Review of Books. Timothy C. Brock has published articles and book chapters on a wide variety of topics in the psychology of persuasion, including effects of salesperson-consumer similarity on purchasing behavior; the role of cognitive responses in determining acceptance of persuasive messages; processing of unintelligible persuasive messages; and the effect of cognitive tuning on attitude change persistence. He has authored, coauthored, and edited nine books, most on attitudes and persuasion. Dr. Brock is currently Professor of psychology at Ohio State University. David W. Stewart holds the President's Chair in Marketing and Law at Loyola Marymount University, USA. He is a former editor of the Journal of Marketing and the Journal of the Academy of Marketing Science and is the current editor of the Journal of Public Policy and Marketing. He is a co-founder and current chair of MASB and has consulted for a wide array of corporations, government agencies, and not-for-profit organizations.
Inhaltsangabe
Contents: Preface. D.W. Stewart Introduction. Part I: Historical and Contemporary Perspectives on Advertising Research.J.C. Maloney The First 90 Years of Advertising Research. G.J. Tellis Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities. Part II: Attention Processes in the Response to Advertising. B.S. Tolley L. Bogart How Readers Process Newspaper Advertising. C. Pechmann D.W. Stewart The Psychology of Comparative Advertising. R.W. Olshavsky Attention as an Epiphenomenon: Some Implications for Advertising. J. Meyers-Levy Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences. Part III: Advertising and the Processes of Attitude Formation and Change.T.B. Heath G.J. Gaeth Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systematic Model. S.E. Middlestadt M. Fishbein D.K-S. Chan The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change? L.A. Brannon T.C. Brock Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual Ideal and Product "Selves." J.J. Wheatley G. Brooker Music and Spokesperson Effects on Recall and Cognitive Response to a Radio Advertisement. Part IV: Affect and Advertising.M.P. Gardner Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States. B.G. Englis The Role of Affect in Political Advertising: Voter Emotional Responses to the Nonverbal Behavior of Politicians. Part V: Advertising Price.R.M. Schindler How to Advertise Price. Part VI: Advertising and Health.M. Slater J. Flora Is Health Behavior Consumer Behavior? Health Behavior Determinants Audience Segmentation and Designing Media Health Campaigns. E.M. Clark T.C. Brock Warning Label Location Advertising and Cognitive Responding. L. Percy M.R. Lautman Advertising Weight Loss and Eating Disorders.
Contents: Preface. D.W. Stewart Introduction. Part I: Historical and Contemporary Perspectives on Advertising Research.J.C. Maloney The First 90 Years of Advertising Research. G.J. Tellis Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities. Part II: Attention Processes in the Response to Advertising. B.S. Tolley L. Bogart How Readers Process Newspaper Advertising. C. Pechmann D.W. Stewart The Psychology of Comparative Advertising. R.W. Olshavsky Attention as an Epiphenomenon: Some Implications for Advertising. J. Meyers-Levy Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences. Part III: Advertising and the Processes of Attitude Formation and Change.T.B. Heath G.J. Gaeth Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systematic Model. S.E. Middlestadt M. Fishbein D.K-S. Chan The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change? L.A. Brannon T.C. Brock Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual Ideal and Product "Selves." J.J. Wheatley G. Brooker Music and Spokesperson Effects on Recall and Cognitive Response to a Radio Advertisement. Part IV: Affect and Advertising.M.P. Gardner Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States. B.G. Englis The Role of Affect in Political Advertising: Voter Emotional Responses to the Nonverbal Behavior of Politicians. Part V: Advertising Price.R.M. Schindler How to Advertise Price. Part VI: Advertising and Health.M. Slater J. Flora Is Health Behavior Consumer Behavior? Health Behavior Determinants Audience Segmentation and Designing Media Health Campaigns. E.M. Clark T.C. Brock Warning Label Location Advertising and Cognitive Responding. L. Percy M.R. Lautman Advertising Weight Loss and Eating Disorders.
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