The Psychology of Advertising - Fennis, Bob M;Stroebe, Wolfgang
47,99 €
inkl. MwSt.
Versandkostenfrei*
Versandfertig in 6-10 Tagen
payback
24 °P sammeln
  • Broschiertes Buch

The Psychology of Advertising offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.
This newly updated fourth edition includes a new chapter on social media advertising that considers how brands and social media influencers affects consumer judgement and choice. The book also includes new coverage on the impact of the psychology…mehr

Andere Kunden interessierten sich auch für
Produktbeschreibung
The Psychology of Advertising offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

This newly updated fourth edition includes a new chapter on social media advertising that considers how brands and social media influencers affects consumer judgement and choice. The book also includes new coverage on the impact of the psychology of advertising on firm performance or consumer behaviour, the application of theory to real-life adverts, and how the psychology of advertising was affected by the covid pandemic. The book offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements.

Now including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students of consumer psychology, consumer behaviour, marketing psychology and advertising. It is also suitable for students and professionals in the fields of marketing communication, digital marketing and business.
Autorenporträt
Bob M. Fennis is Professor of Consumer Behaviour at the University of Groningen, the Netherlands. He has published extensively on the psychology of persuasion and social influence and the role of consumer self-regulation in these processes. Wolfgang Stroebe, Professor Emeritus of Utrecht University, is now Visiting Professor at the University of Groningen, the Netherlands. He has (co-)authored numerous books and scientific articles on social and health psychology.