Psychological processes and advertising effects : theory, research, and applications
著者
書誌事項
Psychological processes and advertising effects : theory, research, and applications
L. Erlbaum Associates, 1985
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注記
Papers from the Second Annual Conference on Advertising and Consumer Psychology held in Chicago, Ill., May 1983
Includes bibliographies and indexes
内容説明・目次
内容説明
There has been a dramatic transformation in our understanding of how advertising affects consumer behavior. Theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence have provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, memory, the processing of visual information, and affect have been incorporated into our models of advertising effects. Because of this, richer models of advertising affects that include these psychological processes have been developed. The chapters in this volume focus on the psychological processes which contribute to our understanding of how advertising works.
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