Advertising Exposure Memory and Choice is popular PDF and ePub book, written by Andrew A. Mitchell in 2013-06-17, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Advertising Exposure Memory and Choice can be Read Online from any device for your convenience.
Advertising Exposure Memory and Choice Book PDF Summary
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Detail Book of Advertising Exposure Memory and Choice PDF
- Author : Andrew A. Mitchell
- Release : 17 June 2013
- Publisher : Psychology Press
- ISBN : 9781134757053
- Genre : Business & Economics
- Total Page : 389 pages
- Language : English
- PDF File Size : 12,9 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Advertising Exposure Memory and Choice by Andrew A. Mitchell, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.