Efnisyfirlit

• Cover
• Half Title
• Praise Page
• Title Page
• Copyright Page
• Contents
• Preface
• Chapter 1 Setting the stage
  • The origins of modern-day advertising
  • Advertising in practice: the nuts and bolts of the industry
  • The functions of advertising
  • The effects of advertising: a psychological perspective
  • Consumer responses
    • Can advertising create desires and boost materialism?
    • Assessing advertising effects on consumer responses
  • Source and message variables in advertising
    • Source credibility
    • Source attractiveness
    • Argument quality and message structure
    • Message sidedness
    • Argument-based and affect-based appeals
  • Advertising in context: integrated marketing communications and the promotional mix
    • Direct marketing
    • Interactive marketing
    • Sales promotion
    • Public relations
    • Personal selling
  • Classic and contemporary approaches of conceptualizing advertising effectiveness
    • Sales-response models
    • Early models of individual responses to advertising: hierarchy-of-effects models
    • Information processing research in advertising
    • Cognitive response approach
    • Dual process approaches
    • Unconscious processes in consumer behaviour
  • The replication crisis in psychology
  • Plan of the book
  • Summary and conclusions
  • Notes
• Chapter 2 How consumers acquire and process information from advertising
  • Preattentive analysis
    • Feature analysis and semantic analysis
    • Matching activation
    • Preattentive processing and hedonic fluency
  • Focal attention
    • Salience
    • Vividness
    • Novelty
    • Categorization
      • Product and brand line extensions
    • Typicality and the pioneering advantage
    • Assimilation and contrast
    • Impression formation and impression correction
  • Comprehension
    • Seeing is believing
    • Miscomprehension and misleading advertising claims
  • Elaborative reasoning
    • Self-schema and elaborative reasoning
    • Consumer meta-cognition
  • Summary and conclusions
• Chapter 3 How advertising affects consumer memory
  • The structure and function of human memory
    • The model of Atkinson and Shiffrin
      • Sensory memory
      • Working or short-term memory
      • Long-term memory
      • Evidence for the multi-systems view of memory
      • Problems with the model of Atkinson and Shiffrin
    • Levels of processing
    • The model of working memory of Baddeley and Hitch
    • Forms of long-term memory
      • Declarative or explicit memory
      • Implicit memory
      • Priming
    • Knowledge structures in long-term memory
  • Implications for advertising
    • The role of memory in judgements: on the ineffectiveness of traditional measures of advertising effectiveness
      • Implicit memory and the measurement of ad effectiveness
    • Memory-based versus online judgements
    • Memory factors in brand choice: the role of cognitive accessibility
    • Forgetting the message: advertising clutter and competitive interference
      • Competitive interference and memory for advertisements
      • Moderators of the impact of advertising clutter
      • Combating interference due to advertising clutter
  • Can advertising distort memory?
  • Summary and conclusions
  • Notes
• Chapter 4 How consumers form attitudes towards products
  • What is an attitude? A matter of contention
    • Defining the concept
    • Implicit and explicit attitudes: challenging the unity of the attitude concept?
      • Implicit attitude measures and consumer behaviour
    • Are attitudes stable or context dependent?
    • Implications for the definition of the attitude concept
  • Attitude strength
    • Accessibility
    • Attitude importance
    • Attitude knowledge
    • Attitude certainty
    • Attitudinal ambivalence
    • Evaluative–cognitive consistency
    • Attitude strength and the context dependence of attitudinal judgements
  • Attitude formation
    • The formation of cognitively based evaluative responses
      • Attitudes based on direct experience versus memory
      • Using heuristics to form attitudes towards products
    • The formation of evaluative responses based on affective or emotional experience
      • Mere exposure
      • Classical and evaluative conditioning
      • Affect as information
    • The formation of evaluations based on behavioural information
  • Attitude structure
    • Expectancy–value models
      • Are beliefs the cause of attitudes?
    • Attitudes towards the advertisement and the dual mediation hypothesis
  • The functions of attitudes and attitude objects
    • Attitude functions: why people hold attitudes
    • Consumer goals and the functions of consumer goods
    • The relationship between attitudes, goals and intentions
    • Why people acquire goods
      • Utilitarian goals
      • Self-expression goals
      • Identity-building goals
      • Hedonic goals
    • Implications for advertising
  • Summary and conclusions
  • Notes
• Chapter 5 How consumers yield to advertising: Principles of persuasion and attitude change
  • The Yale reinforcement approach
  • The information processing model of McGuire
  • The cognitive response model
  • Dual process theories of persuasion
    • The multiple-role assumption
    • Biased processing of information
  • Assessing the intensity of processing
    • Processing ability, processing intensity and attitude change
      • The impact of working knowledge on processing ability
      • The impact of distraction on processing ability
      • The impact of message repetition on processing ability
    • Processing motivation, processing intensity and attitude change
      • Personal relevance as motivator
      • Fear as a motivator
      • Individual differences in processing motivation
      • Processing intensity and stability of change
  • Simplifying dual process theories: the unimodel
  • Self-validation: a new process of persuasion
  • Strategies to attract attention to advertising
    • Humour in advertising
      • Humour, distraction and memory
      • Humour and liking for the ad and the brand
      • Humorous advertisements and brand choice
      • Limitations
      • Summary and conclusions
    • Sex in advertising
      • The impact of sexual advertisements on information processing
      • The impact of sexual advertising on attitudes
      • Conclusions
  • Strategies to lower resistance to advertising
    • Persuasion knowledge and reactance
    • Two-sided advertisements
    • Product placement
    • Native advertising
    • Sponsorship
  • Summary and conclusions
  • Notes
• Chapter 6 How advertising influences buying behaviour
  • The attitude–behaviour relationship: a brief history
  • Predicting specific behaviour: the reasoned action approach
    • The standard model
    • Extending the standard model
  • Reformulating the standard model: the theory of reasoned goal pursuit
  • Narrowing the intention–behaviour gap: forming implementation intentions
  • Implications for advertising
  • Beyond reasons and plans: the automatic instigation of behaviour
    • Automatic and deliberate influence of attitudes
    • Automatic and deliberate influence of social norms
    • Automatic and deliberate influence of goals
    • Goals, habits and behaviour
    • The role of mindsets in goal-directed information processing and behaviour
    • Goal conflict and impulsive behaviour
  • Implications for advertising: the return of the hidden persuaders
  • Summary and conclusions
  • Note
• Chapter 7 Beyond persuasion: Achieving consumer compliance without changing attitudes
  • Social influence and compliance without pressure
  • The principle of reciprocity
    • The door-in-the-face technique
    • That’s-not-all technique
    • Beyond reciprocity
      • Product samples as reciprocity traps
  • The principle of commitment/consistency
    • Foot-in-the-door technique
    • Lowball technique
  • The principle of social validation
    • Reference groups
    • Individual differences and social proof
    • Motivation and social validation
    • Values and lifestyles
  • The principle of liking
    • Determinants of liking in social influence situations
      • Physical attractiveness
      • Similarity
      • Ingratiation
      • Bringing good news
  • The principle of authority
    • Symbols of authority
    • Authority and obedience
  • The principle of scarcity
  • The principle of confusion
  • Mindlessness revisited: the limited-resource account
  • Summary and conclusions
  • Note
• Chapter 8 Advertising in the new millennium: How the Internet affects consumer judgement and choice
  • Features of online advertising
  • Big data, online tracking and privacy concerns
    • Three types of online advertising
  • When does online advertising promote persuasion?
    • A critical precursor to online persuasion: online trust
    • Building online trust
    • Online trust and regulatory focus
    • How banner ad placement and content affects online persuasion
  • How does online advertising promote persuasion? The role of conscious versus unconscious processes
    • Online heuristics
  • Supplementing regular online advertising: persuasion via decision support systems
    • Online stereotyping
  • Unintended and incidental effects of being online on consumer cognition (and what they mean for online advertising)
    • How Google affects consumer memory
    • Us and our devices
    • Implications for advertising: an online ‘truth effect’?
  • Beyond online advertising: persuasion via online interpersonal communication
    • Company effects of online chatter
    • How emotion affects online diffusion and diffusion affects online emotion
  • Summary and conclusions
  • Notes
• References
• Glossary
• Author index
• Subject index

UM RAFBÆKUR Á HEIMKAUP.IS

Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!

Rafbók til eignar
Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt.

Þú kemst í bækurnar hvar sem er
Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).

Auðvelt að fletta og leita
Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.

Glósur og yfirstrikanir
Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.

Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.



Fleiri góðir kostir
- Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
- Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
- Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
- Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu