The psychology of advertising Fennis, Bob M.

Table of Contents:


1. Setting the Stage.

2. How Consumers Acquire and Process Information from Advertising.

3. How Advertising Affects Consumer Memory.

4. How Consumers Form Attitudes Towards Products.

5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change.

6. How Advertising Influences Buying Behaviour.

7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes.

Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charity (even to causes we have not heard of before), voting for political candidates (even of questionable reputation), 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 book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume such as:

What impact does advertising have on consumer behaviour? What causes this impact?
What are the psychological processes responsible for the effectiveness of advertising?
How do consumers make sense of advertising messages?
What messages "get across" and when and why?



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