The Psychology of Advertising by Fennis, Bob M. -- Read -- Imperial Library of Trantor

Index

The Psychology of Advertising Contents Preface Chapter 1 Setting the stage

The origins of modern day advertising The functions of advertising The effects of advertising: a psychological perspective Consumer responses

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

Plan of the book Summary and conclusions

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 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 judgments 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

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

Are attitudes stable or context-dependent?

Implications for the definition of the attitude concept

How do we form attitudes?

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

How attitudes are structured

Expectancy–value models

Are beliefs the cause of attitudes?

Attitudes towards the advertisement and the dual mediation hypothesis

Attitude functions: why people hold attitudes Attitude strength

Accessibility Attitude importance Attitude knowledge Attitude certainty Ambivalence Evaluative–cognitive consistency Attitude strength and the context dependence of attitudinal judgments

Summary and conclusions

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 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

Persuasion by a single route: the unimodel Lowering resistance to advertising

Two-sided advertisements

Product placement Sponsorship

Summary and conclusions

Chapter 6 How advertising influences buying behaviour

The attitude–behaviour relationship: a brief history Predicting specific behaviour: the reasoned action approach 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

Implications for advertising: the return of the hidden persuaders Summary and conclusions

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

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

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

Notes References Glossary Author index Subject index

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