An Investigation of the Effects of Advertising Message Structure and Repetition Upon Cognitive Processes Mediating Message Acceptance PDF Download

Author: George E. Belch
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 728

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Author: George Edward Belch
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 341

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Author: Michael Roloff
Publisher: Routledge
ISBN: 1135152799
Category : Language Arts & Disciplines
Languages : en
Pages : 520

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Book Description
The Communication Yearbook annuals publish diverse, state-of-the-discipline literature reviews that advance knowledge and understanding of communication systems, processes, and impacts across the discipline. Sponsored by the International Communication Association, each volume provides a forum for the exchange of interdisciplinary and internationally diverse scholarship relating to communication in its many forms. This volume re-issues the yearbook from 1999.

Author: Scott Bradley MacKenzie
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 470

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Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134757050
Category : Business & Economics
Languages : en
Pages : 389

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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.

Author: Vinay Kothari
Publisher: Springer
ISBN: 3319169467
Category : Business & Economics
Languages : en
Pages : 644

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This volume includes the full proceedings from the 1982 Academy of Marketing Science (AMS) Annual Conference held in Las Vegas, Nevada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, industrial marketing, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 596

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Author: Linda F. Alwitt
Publisher: Taylor & Francis
ISBN: 1000549127
Category : Psychology
Languages : en
Pages : 318

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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.

Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 216

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Book Description

Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 596

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Book Description