The Psychology of Advertising

By Bob M. Fennis, Wolfgang Stroebe. 2010

88 citations recorded by the source corpus.

1. Setting the Stage. 2. How Consumers Acquire and Process Information from Advertising. 3. How Advertising Affects Consumer Memory. 4. How Consumers Form Attitudes Towards Products. 5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change. 6. How Advertising Influences Buying Behaviour. 7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/6262342b4a334121c5fa52c1c9703476b64de7f0