The Psychology of Advertising.
- 3rd ed.
- 1 online resource (479 pages)
Cover -- Half Title -- Endorsement -- Title Page -- Copyright Page -- Table of contents -- Preface -- Chapter 1 Setting the stage -- The origins of modern-day advertising -- Advertising in practice: the nuts and bolts of the industry -- The functions of advertising -- The effects of advertising: a psychological perspective -- Consumer responses -- Can advertising create desires and boost materialism? -- Assessing advertising effects on consumer responses -- Source and message variables in advertising -- Source credibility -- Source attractiveness -- Argument quality and message structure -- Message sidedness -- Argument-based and affect-based appeals -- Advertising in context: integrated marketing communications and the promotional mix -- Direct marketing -- Interactive marketing -- Sales promotion -- Public relations -- Personal selling -- Classic and contemporary approaches of conceptualizing advertising effectiveness -- Sales-response models -- Early models of individual responses to advertising: hierarchy-of-effects models -- Information processing research in advertising -- Cognitive response approach -- Dual process approaches -- Unconscious processes in consumer behaviour -- The replication crisis in psychology -- Plan of the book -- Summary and conclusions -- Notes -- Chapter 2 How consumers acquire and process information from advertising -- Preattentive analysis -- Feature analysis and semantic analysis -- Matching activation -- Preattentive processing and hedonic fluency -- Focal attention -- Salience -- Vividness -- Novelty -- Categorization -- Product and brand line extensions -- Typicality and the pioneering advantage -- Assimilation and contrast -- Impression formation and impression correction -- Comprehension -- Seeing is believing -- Miscomprehension and misleading advertising claims -- Elaborative reasoning. Self-schema and elaborative reasoning -- Consumer meta-cognition -- Summary and conclusions -- Chapter 3 How advertising affects consumer memory -- The structure and function of human memory -- The model of Atkinson and Shiffrin -- Sensory memory -- Working or short-term memory -- Long-term memory -- Evidence for the multi-systems view of memory -- Problems with the model of Atkinson and Shiffrin -- Levels of processing -- The model of working memory of Baddeley and Hitch -- Forms of long-term memory -- Declarative or explicit memory -- Implicit memory -- Priming -- Implications for advertising -- The role of memory in judgements: on the ineffectiveness of traditional measures of advertising effectiveness -- Forgetting the message: advertising clutter and competitive interference -- Combating interference due to advertising clutter -- Summary and conclusions -- Notes -- Chapter 4 How consumers form attitudes towards products -- What is an attitude? A matter of contention -- Defining the concept -- Implicit and explicit attitudes: challenging the unity of the attitude concept? -- Implicit attitude measures and consumer behaviour -- Are attitudes stable or context dependent? -- Implications for the definition of the attitude concept -- Attitude strength -- Accessibility -- Attitude importance -- Attitude knowledge -- Attitude certainty -- Attitudinal ambivalence -- Evaluative-cognitive consistency -- Attitude strength and the context dependence of attitudinal judgements -- Attitude formation -- The formation of cognitively based evaluative responses -- Attitudes based on direct experience versus memory -- Using heuristics to form attitudes towards products -- The formation of evaluative responses based on affective or emotional experience -- Mere exposure -- Classical and evaluative conditioning -- Affect as information. The formation of evaluations based on behavioural information -- Attitude structure -- Expectancy-value models -- Are beliefs the cause of attitudes? -- Attitudes towards the advertisement and the dual mediation hypothesis -- The functions of attitudes and attitude objects -- Attitude functions: why people hold attitudes -- Consumer goals and the functions of consumer goods -- The relationship between attitudes, goals and intentions -- Why people acquire goods -- Utilitarian goals -- Self-expression goals -- Identity-building goals -- Hedonic goals -- Implications for advertising -- Summary and conclusions -- Notes -- Chapter 5 How consumers yield to advertising: Principles of persuasion and attitude change -- The Yale reinforcement approach -- The information processing model of McGuire -- The cognitive response model -- Dual process theories of persuasion -- The multiple-role assumption -- Biased processing of information -- Assessing the intensity of processing -- Processing ability, processing intensity and attitude change -- The impact of working knowledge on processing ability -- The impact of distraction on processing ability -- The impact of message repetition on processing ability -- Processing motivation, processing intensity and attitude change -- Personal relevance as motivator -- Fear as a motivator -- Individual differences in processing motivation -- Processing intensity and stability of change -- Simplifying dual process theories: the unimodel -- Self-validation: a new process of persuasion -- Strategies to attract attention to advertising -- Humour in advertising -- Humour, distraction and memory -- Humour and liking for the ad and the brand -- Humorous advertisements and brand choice -- Limitations -- Summary and conclusions -- Sex in advertising -- The impact of sexual advertisements on information processing. The impact of sexual advertising on attitudes -- Conclusions -- Strategies to lower resistance to advertising -- Persuasion knowledge and reactance -- Two-sided advertisements -- Product placement -- Native advertising -- Sponsorship -- Summary and conclusions -- Notes -- Chapter 6 How advertising influences buying behaviour -- The attitude-behaviour relationship: a brief history -- Predicting specific behaviour: the reasoned action approach -- The standard model -- Extending the standard model -- Reformulating the standard model: the theory of reasoned goal pursuit -- Narrowing the intention-behaviour gap: forming implementation intentions -- Implications for advertising -- Beyond reasons and plans: the automatic instigation of behaviour -- Automatic and deliberate influence of attitudes -- Automatic and deliberate influence of social norms -- Automatic and deliberate influence of goals -- Goals, habits and behaviour -- The role of mindsets in goal-directed information processing and behaviour -- Goal conflict and impulsive behaviour -- Implications for advertising: the return of the hidden persuaders -- Summary and conclusions -- Note -- Chapter 7 Beyond persuasion: Achieving consumer compliance without changing attitudes -- Social influence and compliance without pressure -- The principle of reciprocity -- The door-in-the-face technique -- That's-not-all technique -- Beyond reciprocity -- Product samples as reciprocity traps -- The principle of commitment/consistency -- Foot-in-the-door technique -- Lowball technique -- The principle of social validation -- Reference groups -- Individual differences and social proof -- Motivation and social validation -- Values and lifestyles -- The principle of liking -- Determinants of liking in social influence situations -- Physical attractiveness -- Similarity -- Ingratiation -- Bringing good news. The principle of authority -- Symbols of authority -- Authority and obedience -- The principle of scarcity -- The principle of confusion -- Mindlessness revisited: the limited-resource account -- Summary and conclusions -- Note -- Chapter 8 Advertising in the new millennium: How the Internet affects consumer judgement and choice -- Features of online advertising -- Big data, online tracking and privacy concerns -- Three types of online advertising -- When does online advertising promote persuasion? -- A critical precursor to online persuasion: online trust -- Building online trust -- Online trust and regulatory focus -- How banner ad placement and content affects online persuasion -- How does online advertising promote persuasion? The role of conscious versus unconscious processes -- Online heuristics -- Supplementing regular online advertising: persuasion via decision support systems -- Online stereotyping -- Unintended and incidental effects of being online on consumer cognition (and what they mean for online advertising) -- How Google affects consumer memory -- Us and our devices -- Implications for advertising: an online 'truth effect'? -- Beyond online advertising: persuasion via online interpersonal communication -- Company effects of online chatter -- How emotion affects online diffusion and diffusion affects online emotion -- Summary and conclusions -- Notes -- References -- Glossary -- Author index -- Subject index.
The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers.