Psychological Processes And Advertising Effects: Theory, Research, And Applications Linda F. Alwitt

ISBN: 9780805811872

Published: November 1st 1991

Paperback

320 pages


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Psychological Processes And Advertising Effects: Theory, Research, And Applications  by  Linda F. Alwitt

Psychological Processes And Advertising Effects: Theory, Research, And Applications by Linda F. Alwitt
November 1st 1991 | Paperback | PDF, EPUB, FB2, DjVu, audiobook, mp3, RTF | 320 pages | ISBN: 9780805811872 | 7.37 Mb

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 betterMoreThere 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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