Cognitive and affective responses to advertising /

A compilation of papers presented at the fourth annual Advertising and Consumer Psychology Conference held in 1985. Editors Cafferata (Young and Rubicam) and Tybout (Northwestern University) each contribute a chapter to provide an overview and summary. The conference was convened to present and compare the views of both practitioners and academicians with respect to rational and emotional responses to advertising. However, 22 of the 25 contributors are from academia, although practically all address applied issues. There were no wide divergencies between the two groups; rather the papers reflect more of a search for insights from academics into practical problems. Students and practitioners will find many thought-provoking examples and useful applications of research in the social sciences (e.g., psychology) applicable to advertising practice. Most writing in this area has appeared in journals of psychology and collections of papers, e.g., The Role of Affect in Consumer Behavior, ed. by Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson (1986). Skillfully edited; extensive chapter bibliographies. Upper-division and graduate collections. -W. C. Struning, Seton Hall University