Name: Advertising Exposure, Memory and Choice (en Inglés)
Price: 97930.00 CLP
Availability: InStock
Author: Mitchell, Andrew A.
ISBN: 9781138966147

portada Advertising Exposure, Memory and Choice (en Inglés)

Advertising Exposure, Memory and Choice (en Inglés)

Formato

Libro Físico

Editorial

Psychology Press

Autor

Mitchell, Andrew A.

Idioma

Inglés

N° páginas

360

Encuadernación

Tapa Blanda

ISBN13

9781138966147

N° edición

Categorías

Psicología
Economía conductista/conductual
Publicidad

Advertising Exposure, Memory and Choice (en Inglés)

Mitchell, Andrew A. (Autor) · Psychology Press · Tapa Blanda

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Reseña del libro "Advertising Exposure, Memory and Choice (en Inglés)"

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.