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Advertising Exposure, Memory and Choice
Contributor(s): Mitchell, Andrew A. (Editor)
ISBN: 1138966142     ISBN-13: 9781138966147
Publisher: Psychology Press
OUR PRICE:   $59.80  
Product Type: Paperback - Other Formats
Published: August 2016
Qty:
Temporarily out of stock - Will ship within 2 to 5 weeks
Additional Information
BISAC Categories:
- Business & Economics | Consumer Behavior - General
- Business & Economics | Advertising & Promotion
- Psychology
Dewey: 659.101
Physical Information: 360 pages
 
Descriptions, Reviews, Etc.
Publisher Description:
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.