http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
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.
Includes bibliographical references and indexes.