Attention, Attitude, and Affect in Response To Advertising

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.

Book details

Author:

Eddie M. Clark, Timothy C. Brock, David W. Stewart

ISBN:

9781317783374

Related ISBNs:

9781315807386, 9780805807561, 9781138876156

Publisher:

Taylor and Francis

Pages:

344

Reading age:

Not specified

Includes images:

Yes

Date of addition:

2023-09-27

Usage restrictions:

Copyright

Copyright date:

1994

Copyright by:

Psychology Press 

Adult content:

No

Language:

English

Categories:

Business and Finance, Nonfiction, Psychology, Sociology