Download or read book An Outline of an Experimental Investigation Measuring the Psychological Impact of Print Advertisements as Compared to Television Commercials written by and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Routledge. This book was released on 2022-02-16 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Download or read book Attention Attitude and Affect in Response to Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 1994 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1993. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book Perception of visual advertising in different media from attention to distraction persuasion preference and memory written by Jaana Simola and published by Frontiers Media SA. This book was released on 2015-02-24 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Research Topic aims to showcase the state of the art in visual advertising research. Although visual processes are a central component of consumer behavior, they have been largely neglected in models explaining consumer perception of advertising. Rather than being the mere input into the cognitive or affective systems, the visual processes both voluntarily and involuntarily affect the amount and quality of information that is passed into further mental processing. Moreover, advertisements provide a well- designed, rich and stimulating environment to study visual processes in real-life conditions. Consumers encounter thousands of advertisement messages per day. Previous research on visual perception of advertising mostly considers print advertising. However, advertising messages increasingly appear in a variety of formats and in different media. Part of these messages are still conveyed through traditional media, such as newspapers, magazines, television, as well as outdoor and supermarket advertising. In addition, the amount and diversity of visual marketing stimuli is rapidly growing in terms of different advertising formats appearing in online and social media, smartphones and tablets. This challenges the marketing professionals and academics to better understand the impact of marketing on consumers. At the same time, the technical development of the research methods allows better opportunities to investigate advertising perception in different environments. Traditionally, papers investigating the psychological processes underlying advertising perception are published in journals widespread across different disciplines, such as marketing, applied psychology and human computer interaction journals. With this Research Topic, we aim to create a forum in which experts in different fields define the state of the art and future directions of the research on the visual aspects of marketing. We include reviews and original research papers involving both empirical and theoretical studies on visual perception of advertising across different media.
Download or read book A Laboratory Experimental Investigation of the Effects of Repetition of Advertising written by Alan Grange Sawyer and published by . This book was released on 1971 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Relative Merit of Advertisements written by Edward Kellogg Strong and published by . This book was released on 1911 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Humor in Advertising written by Charles S. Gulas and published by M.E. Sharpe. This book was released on 2006 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An Experimental Investigation of Humor in Television Advertising written by Ronald J. Bauerly and published by . This book was released on 1989 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising Exposure Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Download or read book An experimental investigation of the interactive effects of product involvement and message sidedness of consumer goods depicted in print advertisements written by Michael Andrew Wardrop and published by . This book was released on 1990 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Gender and Candidate Communication written by Dianne G. Bystrom and published by Psychology Press. This book was released on 2004 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book The Psychology of Entertainment Media written by L. J. Shrum and published by Lawrence Erlbaum Assoc Incorporated. This book was released on 2004 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: A multidisciplinary investigation of an age-old process - persuasion - in a relatively new guise - product placements, brand films and television programmes and sponsorships is represented. The intent is to explore how persuasion works in these contexts and to expand the notion of what constitutes persuasion, resulting in a more knowledgeable field and consumer.
Download or read book An Experimental Investigation of Mixed media Advertising Effects written by Linda Van Esch and published by . This book was released on 1986 with total page 804 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An experimental investigation of the effects of involvement and persuasive message appeal in print ads on consumers attitudes written by Ya-Chin Liao and published by . This book was released on 1991 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An Experimental Study written by D. W. Biggs and published by . This book was released on 1972 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measuring Emotional Response to Television Advertising microform written by Trent Harold Punnett and published by National Library of Canada. This book was released on 1988 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt:
