ATTENTION, ATTITUDE, AND AFFECT IN RESPONSE TO ADVERTISING by Eddie M. Clark (Editor), Timothy C. Brock (Editor), David W. Stewart (Editor) ( 9780805807561 )

Item Details

Title:

ATTENTION, ATTITUDE, AND AFFECT IN RESPONSE TO ADVERTISING

By:

Eddie M. Clark (Editor), Timothy C. Brock (Editor), David W. Stewart (Editor)

Format:

Hardback

List price:

£145.00

Our price:

£130.50

Discount:

10% off

You save:

£14.50

ISBN 10:

080580756X

ISBN 13:

9780805807561

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS INC

Pub. date:

1 October, 1993

Pages:

338

Description:

This volume presents issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues; and new applications of consumer psychology to other fields, such as examining health behaviour.

Synopsis:

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media.Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Publication:

Imprint:

Lawrence Erlbaum Associates Inc

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