Advertising exposure, memory, and choice /
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| Imprint: | Hillsdale, N.J. : L. Erlbaum Associates, 1993. |
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| Description: | vii, 349 p. : ill. ; 24 cm. |
| Language: | English |
| Series: | Advertising and consumer psychology |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/1446780 |
Table of Contents:
- Advertising And Consumer Psychology A series sponsored by the Society for Consumer Psychology
- Preface
- Introduction
- Bibliography
- I. Advertising Exposure And Choice
- 1. Memory Retrieval Factors and Advertising Effectiveness
- Acknowledgments
- 2. The Relevance Accessibility Model of Advertising Effectiveness
- Bibliography
- 3. A Framework for Understanding the Effects of Advertising Exposure on Choice
- Bibliography
- II. Psychological Processes In Persuasion
- 4. The Attitude-to-Behavior Process: Implications for Consumer Behavior
- Epilogue
- References
- 5. Message Receptivity: A New Look at the Old Problem of Open- Versus Closed-Mindedness
- References
- 6. Consumer Inference: Determinants, Consequences, and Implications for Advertising
- Acknowledgements
- III. Behavioral Models Of Advertising Effects
- 7. Advertising Interactions: A Route to Understanding Brand Equity
- References
- 8. Attitude Toward the Advertisement Effects Over Time and in Attitude Change Situations
- References
- Acknowledgements
- 9. The Influence of Positive Affect on Cognitive Organization: Some Implications for Consumer Decision Making in Response to Advertising
- References
- IV. Measuring Advertising Effectiveness
- 10. Teaching Emotion With Drama Advertising
- References
- 11. A Structural Model of Advertising Effects
- References
- Acknowledgements
- 12. Observing Information Processing and Memory Development: The Potential Value of EEG in the Study of Advertising
- References
- 13. Concluding Remarks
- References
- Author Index
- Subject Index