Bob M. Fennis, Wolfgang Stroebe

Broschiertes Buch

The Psychology of Advertising

Beschreibung

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on 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.

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. This revised and fully updated third edition of The Psychology of Advertising 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. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book.

Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.

Autor

Bob M. Fennis is Professor of Consumer Behaviour at the University of Groningen, the Netherlands. He has published extensively on the psychology of persuasion and social influence and the role of consumer self-regulation in these processes. Wolfgang Stroebe , Professor Emeritus of Utrecht University, is now Visiting Professor at the University of Groningen, the Netherlands. He has (co-)authored numerous books and scientific articles on social and health psychology.

Produktdetails

• Verlag: Routledge / Taylor & Francis
• 3. Aufl.
• Seitenzahl: 466
• Erscheinungstermin: 8. Oktober 2020
• Englisch
• Abmessung: 246mm x 174mm x 26mm
• Gewicht: 860g
• ISBN-13: 9780367346393
• ISBN-10: 0367346397
• Artikelnr.: 59995381

Rezensionen

"Fennis and Stroebe wrote the essential introduction for anyone who wants to understand how advertising really works. There is no other text like this" -- Luk Warlop, BI Norwegian Business School and President of the European Marketing Academy.

Praise for previous edition:



"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable." - Dinah Bisdee, King's College London, UK, in Social Psychological Review



"The Psychology

of Advertising is a rich source of ideas about methodology, theory, and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing, and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services, and political communication who are interested in responding to Dill Scott's call for educating practitioners in psychology." - Debra Merskin, University of Oregon, in PsycCRITIQUES



"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness." - Frank R. Kardes, College of Business, University of Cincinnati, USA



"This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" - Peeter Verlegh, Rotterdam School of Management, Erasmus University, The Netherlands