The psychology of advertising /
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| Format: | Book |
| Language: | English |
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Hove, East Sussex ; New York :
Psychology Press,
2010.
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Table of Contents:
- 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.