Psychological Processes and Advertising Effects

Released on by Linda F. Alwitt
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  • Psychological Processes and Advertising Effects Book Detail

  • Author : Linda F. Alwitt
  • Release Date : 1985
  • Publisher : Lawrence Erlbaum Assoc Incorporated
  • Genre :
  • Pages : 305
  • ISBN 13 : 9780805811872
  • File Size : 56,56 MB
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Psychological Processes and Advertising Effects by Linda F. Alwitt PDF Summary

Book Description: There has been a dramatic transformation in our understanding of how advertising affects consumer behavior. Theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence have provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, memory, the processing of visual information, and affect have been incorporated into our models of advertising effects. Because of this, richer models of advertising affects that include these psychological processes have been developed. The chapters in this volume focus on the psychological processes which contribute to our understanding of how advertising works.

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