Download or read book Multiple Emotional Responses to a Single Television Commercial written by James S. McMullen and published by . This book was released on 1992 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Emotions Advertising and Consumer Choice written by Flemming Hansen and published by Copenhagen Business School Press DK. This book was released on 2007 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.
Download or read book Nonfood Sensory Practices written by Anne-Marie Pense-Lheritier and published by Woodhead Publishing. This book was released on 2021-08-28 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sensory evaluation is applied in very diverse and sometimes unexpected sectors. Nonfood Sensory Practices aims to show how sensory professionals from sectors other than food have embraced sensory evaluation methods for product development and communication of their products’ sensory properties. This book is thus intended as a first assessment of what is happening in nonfood sectors. It will open perspectives to those sensory professionals who wish to apply and adapt their expertise in food sensory science to other types of products, as well as to those working in nonfood sectors but with lesser background in sensory evaluation. Many nonfood products are intrinsically complex. They can be used in diverse ways, often in strong interaction with context and – unlike food – over several hours, days or months. This book shows how sensory professionals have adapted to these specificities, not to mention specific needs in terms of panel management and different ways to deal with consumers, users, customers or even sometimes with patients. First chapters present general methodological principles that will allow readers to fully apprehend the use of sensory practices. Then, contributions from many professionals in nonfood sectors will help to realize and promote the potential added value of sensory evaluation to their own field of application. Presents methodological specificities and solutions for the sensory evaluation of non-food products Includes case studies that help readers understand how to adapt food-centric sensory methods developed for non-food applications Triggers new ideas and further useful developments for the sensory evaluation of food products and the study of food-related consumer behaviors
Download or read book Emotion in Advertising written by Stuart Agres and published by Praeger. This book was released on 1990-12-30 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.
Download or read book The Psychology of Consumer Behavior written by Brian Mullen and published by Psychology Press. This book was released on 2013-06-17 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.
Download or read book Appraisal and comprehension in the viewer s emotional response to a television commercial written by Robert Paul Poteet and published by . This book was released on 1992 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Readings in Advertising Society and Consumer Culture written by Roxanne Hovland and published by Routledge. This book was released on 2014-12-18 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.
Download or read book Journalism Abstracts written by and published by . This book was released on 1991 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book MediaSpeak written by Roy F. Fox and published by Bloomsbury Publishing USA. This book was released on 2000-10-30 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book defines and analyzes the content, structure, and values of three predominant types of public discourse, which are labeled Doublespeak, Salespeak, and Sensationspeak. These media messages are examined to determine how they are constructed and how they influence individuals, ideology, and culture. Discussions are illustrated with a diverse range of examples from popular culture, magazines, Internet sites, politics, television, and film. Fox argues that the Information Age has replaced actual reality with representations of reality. He states that electronic media dominates our lives. Together, these three voices saturate media and technology, profoundly influencing American culture. Fox suggests specific strategies for recognizing and understanding these coded messages. This lively and informative discussion will appeal to anyone who is interested in learning how print and electronic media manipulate both individuals and society as a whole. The extensive research will appeal to media, communications, journalism, and cultural studies scholars alike.
Download or read book Neuromarketing A Peep Into Customer S Minds written by J. K. Sharma and published by PHI Learning Pvt. Ltd.. This book was released on 2010-01-30 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What consumers think is not necessarily what they do. Unearthing this ambiguity between the thinking mind and the doing mind of a consumer is one of the greatest challenges faced by the marketers today. Researchers in the field have devised a new concept called neuro-marketing, which maps the cognitive behaviour of a consumer. This book highlights various aspects of neuromarketing, its application to consumer behaviour, and its techniques to strengthen brand management and advertising strategies.
Download or read book Ads Fads and Consumer Culture written by Arthur Asa Berger and published by Rowman & Littlefield. This book was released on 2015-01-22 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture. Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.
Download or read book Resources in Education written by and published by . This book was released on 1990 with total page 928 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advances in Digital Marketing in the Era of Artificial Intelligence written by Moez Ltifi and published by CRC Press. This book was released on 2024-07-12 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.
Download or read book Living with Television written by Ira Oscar Glick and published by Transaction Publishers. This book was released on with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Researched study exploring in detail what part television plays in our lives.
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 755 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Download or read book Television and Political Advertising written by Frank Biocca and published by Routledge. This book was released on 2013-12-16 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.
Download or read book Children Talking Television written by David Buckingham and published by Routledge. This book was released on 2004-08-02 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is television harmful to children? Does it destroy imagination, provode delinquency and violence, undermine family life and have other detrimental effects on children?; The author, himself a parent, teacher and researcher investigates the complex ways in which children actively make meaning and take pleasure from television. Chapters cover the popular debates about children and television from a general and academic perspective. The characteristics of children's talk about television are explored, as children interact with other children and other family members in "family viewing" sessions.; Key concepts which inform children's talk about television are investigated i. e. genre, narrative, character, modality, and agency. Finally, conclusions are presented and issues outlined for further research.; Drawing on theories and ideas developed within media and cultural studies, English, education, psychology, sociology, linguistics and other related areas, this book will be useful to both students and teachers in the field, and to the general reader with an interest in children and the media.
