The psychology of advertising/
Bob M. Fennis
The psychology of advertising/ Fennis, Bob M. and Wolfgang Stroebe - 2nd ed. - London: Routledge, 2016. - 438 p.
1 Setting the stage
N
THE ORIGINS OF MODERN DAY ADVERTISING 3
THE FUNCTIONS OF ADVERTISING 6
THE EFFECTS OF ADVERTISING: A PSYCHOLOGICAL
PERSPECTIVE 12
CONSUMER RESPONSES 13
SOURCE AND MESSAGE VARIABLES IN ADVERTISING 17
ADVERTISING IN CONTEXT: INTEGRATED MARKETING
COMMUNICATIONS AND THE PROMOTIONAL MIX 24
CLASSIC AND CONTEMPORARY APPROACHES OF
CONCEPTUALIZING ADVERTISING EFFECTIVENESS 30
PLAN OF THE BOOK 42
SUMMARY AND CONCLUSIONS 44
How consumers acquire and process
information from advertising
PREATTENTIVE ANALYSTS " 49
FOCAL ATTENTION 58
COMPREHENSION 71
ELABORATIVE REASONING 75
SUMMARY AND CONCLUSIONS 80
J
3 How advertising affects consumer memory
THE STRUCTURE AND FUNCTION OF HUMAN MEMORY 84
IMPLICATIONS FOR ADVERTISING 102
CAN ADVERTISING DISTORT MEMORY? 120
SUMMARY AND CONCLUSIONS 122
4 How consumers form attitudes towards products
WHAT IS AN ATTITUDE? A MATTER OF CONTENTION 126
ATTITUDE STRENGTH 135
ATTITUDE FORMATION 145
ATTITUDE STRUCTURE 162
THE FUNCTIONS OF ATTITUDES AND ATTITUDE OBJECTS 166
SUMMARY AND CONCLUSIONS 174
5 How consumers yield to advertising: principles of
persuasion and attitude change
THE YALE REINFORCEMENT APPROACH ISO
THE INFORMATION PROCESSING MODEL OF MCGUIRE 182
THE COGNITIVE RESPONSE MODEL 185
DUAL PROCESS THEORIES OF PERSUASION 188
ASSESSING THE INTENSITY OF PROCESSING 193
PERSUASION BY A SINGLE ROUTE: THE UNIMODEL 211
STRATEGIES TO ATTRACT ATTENTION AND TO LOWER
RESISTANCE TO ADVERTISING 213
SUMMARY AND CONCLUSIONS 239
6 How advertising influences buying behaviour
THE ATTITUDE-BEHAVIOUR RELATIONSHIP: A BRIEF HISTORY 244
PREDICTING SPECIFIC BEHAVIOUR: THE REASONED ACTION
APPROACH 247
NARROWING THE INTENTION-BEHAVIOUR GAP: FORMING
IMPLEMENTATION INTENTIONS 254
IMPLICATIONS FOR ADVERTISING 257
BEYOND REASONS AND PLANS: THE AUTOMATIC INSTIGATION OF
BEHAVIOUR 259
IMPLICATIONS FOR ADVERTISING: THE RETURN OF THE HIDDEN
PERSUADERS 276
SUMMARY AND CONCLUSIONS 281
Beyond persuasion: achieving consumer compliance
without changing attitudes
SOCIAL INFLUENCE AND COMPLIANCE WITHOUT PRESSURE 287
THE PRINCIPLE OF RECIPROCITY 292
THE PRINCIPLE OF COMMITMENT/CONSISTENCY 296
THE PRINCIPLE OF SOCIAL VALIDATION 302
THE PRINCIPLE OF LIKING 307
THE PRINCIPLE OF AUTHORITY 311
THE PRINCIPLE OF SCARCITY 315
THE PRINCIPLE OF CONFUSION 318
MINDLESSNESS REVISITED: THE LIMITED-RESOURCE ACCOUNT 321
SUMMARY AND CONCLUSIONS 323
Advertising in the new millennium: how the Internet
affects consumer judgement and choice
FEATURES OF ONLINE ADVERTISING 330
WHEN DOES ONLINE ADVERTISING PROMOTE PERSUASION? 333
HOW DOES ONLINE ADVERTISING PROMOTE PERSUASION? THE ROLE OF
CONSCIOUS VERSUS UNCONSCIOUS PROCESSES 341
SUPPLEMENTING REGULAR ONLINE ADVERTISING: PERSUASION VIA
DECISION SUPPORT SYSTEMS 348
UNINTENDED AND INCIDENTAL EFFECTS OF BEING ONLINE ON CONSUMER
COGNITION (and WHAT THEY MEAN FOR ONLINE ADVERTISING) 351
BEYOND ONLINE ADVERTISING: PERSUASION VIA ONLINE INTERPERSONAL
COMMUNICATION 356
SUMMARY AND CONCLUSIONS 361
9781848723054
659.1019 / FEN/P
The psychology of advertising/ Fennis, Bob M. and Wolfgang Stroebe - 2nd ed. - London: Routledge, 2016. - 438 p.
1 Setting the stage
N
THE ORIGINS OF MODERN DAY ADVERTISING 3
THE FUNCTIONS OF ADVERTISING 6
THE EFFECTS OF ADVERTISING: A PSYCHOLOGICAL
PERSPECTIVE 12
CONSUMER RESPONSES 13
SOURCE AND MESSAGE VARIABLES IN ADVERTISING 17
ADVERTISING IN CONTEXT: INTEGRATED MARKETING
COMMUNICATIONS AND THE PROMOTIONAL MIX 24
CLASSIC AND CONTEMPORARY APPROACHES OF
CONCEPTUALIZING ADVERTISING EFFECTIVENESS 30
PLAN OF THE BOOK 42
SUMMARY AND CONCLUSIONS 44
How consumers acquire and process
information from advertising
PREATTENTIVE ANALYSTS " 49
FOCAL ATTENTION 58
COMPREHENSION 71
ELABORATIVE REASONING 75
SUMMARY AND CONCLUSIONS 80
J
3 How advertising affects consumer memory
THE STRUCTURE AND FUNCTION OF HUMAN MEMORY 84
IMPLICATIONS FOR ADVERTISING 102
CAN ADVERTISING DISTORT MEMORY? 120
SUMMARY AND CONCLUSIONS 122
4 How consumers form attitudes towards products
WHAT IS AN ATTITUDE? A MATTER OF CONTENTION 126
ATTITUDE STRENGTH 135
ATTITUDE FORMATION 145
ATTITUDE STRUCTURE 162
THE FUNCTIONS OF ATTITUDES AND ATTITUDE OBJECTS 166
SUMMARY AND CONCLUSIONS 174
5 How consumers yield to advertising: principles of
persuasion and attitude change
THE YALE REINFORCEMENT APPROACH ISO
THE INFORMATION PROCESSING MODEL OF MCGUIRE 182
THE COGNITIVE RESPONSE MODEL 185
DUAL PROCESS THEORIES OF PERSUASION 188
ASSESSING THE INTENSITY OF PROCESSING 193
PERSUASION BY A SINGLE ROUTE: THE UNIMODEL 211
STRATEGIES TO ATTRACT ATTENTION AND TO LOWER
RESISTANCE TO ADVERTISING 213
SUMMARY AND CONCLUSIONS 239
6 How advertising influences buying behaviour
THE ATTITUDE-BEHAVIOUR RELATIONSHIP: A BRIEF HISTORY 244
PREDICTING SPECIFIC BEHAVIOUR: THE REASONED ACTION
APPROACH 247
NARROWING THE INTENTION-BEHAVIOUR GAP: FORMING
IMPLEMENTATION INTENTIONS 254
IMPLICATIONS FOR ADVERTISING 257
BEYOND REASONS AND PLANS: THE AUTOMATIC INSTIGATION OF
BEHAVIOUR 259
IMPLICATIONS FOR ADVERTISING: THE RETURN OF THE HIDDEN
PERSUADERS 276
SUMMARY AND CONCLUSIONS 281
Beyond persuasion: achieving consumer compliance
without changing attitudes
SOCIAL INFLUENCE AND COMPLIANCE WITHOUT PRESSURE 287
THE PRINCIPLE OF RECIPROCITY 292
THE PRINCIPLE OF COMMITMENT/CONSISTENCY 296
THE PRINCIPLE OF SOCIAL VALIDATION 302
THE PRINCIPLE OF LIKING 307
THE PRINCIPLE OF AUTHORITY 311
THE PRINCIPLE OF SCARCITY 315
THE PRINCIPLE OF CONFUSION 318
MINDLESSNESS REVISITED: THE LIMITED-RESOURCE ACCOUNT 321
SUMMARY AND CONCLUSIONS 323
Advertising in the new millennium: how the Internet
affects consumer judgement and choice
FEATURES OF ONLINE ADVERTISING 330
WHEN DOES ONLINE ADVERTISING PROMOTE PERSUASION? 333
HOW DOES ONLINE ADVERTISING PROMOTE PERSUASION? THE ROLE OF
CONSCIOUS VERSUS UNCONSCIOUS PROCESSES 341
SUPPLEMENTING REGULAR ONLINE ADVERTISING: PERSUASION VIA
DECISION SUPPORT SYSTEMS 348
UNINTENDED AND INCIDENTAL EFFECTS OF BEING ONLINE ON CONSUMER
COGNITION (and WHAT THEY MEAN FOR ONLINE ADVERTISING) 351
BEYOND ONLINE ADVERTISING: PERSUASION VIA ONLINE INTERPERSONAL
COMMUNICATION 356
SUMMARY AND CONCLUSIONS 361
9781848723054
659.1019 / FEN/P