The psychology of advertising /
Fennis, Bob Michaël,
The psychology of advertising / Bob M. Fennis and Wolfgang Stroebe. - Hove, East Sussex ; New York : Psychology Press, ©2010. - xi, 329 p. : ill. ; 26 cm.
Setting the stage -- How consumers acquire and process information from advertising -- How advertising affects consumer memory -- How consumers form attitudes towards products -- How consumers yield to advertising: principles of persuasion and attitude change -- How advertising influences buying behaviour -- Beyond persuasion achieving consumer compliance without changing attitudes.
9780415442732 0415442737
Advertising
Consumers
659.1019 FEN
The psychology of advertising / Bob M. Fennis and Wolfgang Stroebe. - Hove, East Sussex ; New York : Psychology Press, ©2010. - xi, 329 p. : ill. ; 26 cm.
Setting the stage -- How consumers acquire and process information from advertising -- How advertising affects consumer memory -- How consumers form attitudes towards products -- How consumers yield to advertising: principles of persuasion and attitude change -- How advertising influences buying behaviour -- Beyond persuasion achieving consumer compliance without changing attitudes.
9780415442732 0415442737
Advertising
Consumers
659.1019 FEN
