Author: Glen NowakPublisher:
ISBN:
Category :
Languages : en
Pages : 218
Book Description
The Effects of Product Involvement, Message Appeal, and Viewing Condition on Memory and Evaluation of Television Commercials
Author: Glen NowakResources in education
Author: Effects of Interruption and Message Appeal on Perceiving and Remembering Television Commercials
Author: Michael WilliamsJournalism Abstracts
Author: Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 686
Book Description
Message Effects in Communication Science
Author: James J. BradacPublisher: SAGE Publications, Incorporated
ISBN:
Category : Language Arts & Disciplines
Languages : en
Pages : 328
Book Description
Message Effects in Communication Science focuses on message effects -- the social and psychological consequences of messages. Following an introductory section which serves as an orientation to the domain of message study and which raises various conceptual, theoretical and methodological issues, contributors examine knowledge-generating messages and strategic or persuasive messages. The effects of stimulating messages designed for on-the-spot consumption including messages designed to entertain and to depict violence, are then considered. Prospects for future research are summarized and discussed in the concluding chapter. Demonstrating the increasingly theoretical state of the study of message effects and addressin
The Role of Affective Responses, Creative Executions, and Viewer Characteristics in Mediating Viewers' Reactions to Direct Response TV Commercials
Author: Glen NowakResources in Education
Author: An Investigation of the Effects of Advertising Message Structure and Repetition Upon Cognitive Processes Mediating Message Acceptance
Author: George E. BelchPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 728
Book Description
The Effects of Product Involvement on the Evaluation of Rational and Non-rational Advertising Appeals
Author: Lawrence BowenPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 228
Book Description
Psychological Processes and Advertising Effects
Author: Linda F. AlwittPublisher: Taylor & Francis
ISBN: 1000549127
Category : Psychology
Languages : en
Pages : 318
Book Description
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.