Efnisyfirlit

• Cover
• Half Title
• Praise Page
• Title Page
• Copyright Page
• Contents
• Preface
• Chapter 1 Setting the stage
• The origins of modern-day advertising
• Advertising in practice: the nuts and bolts of the industry
• The functions of advertising
• The effects of advertising: a psychological perspective
• Consumer responses
• Can advertising create desires and boost materialism?
• 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
• The replication crisis in psychology
• Plan of the book
• Summary and conclusions
• Notes
• 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
• Product and brand line extensions
• 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 judgements
• 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
• Notes
• 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?
• Implicit attitude measures and consumer behaviour
• Are attitudes stable or context dependent?
• Implications for the definition of the attitude concept
• Attitude strength
• Accessibility
• Attitude importance
• Attitude knowledge
• Attitude certainty
• Attitudinal ambivalence
• Evaluative–cognitive consistency
• Attitude strength and the context dependence of attitudinal judgements
• Attitude formation
• 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
• Attitude structure
• Expectancy–value models
• Are beliefs the cause of attitudes?
• Attitudes towards the advertisement and the dual mediation hypothesis
• The functions of attitudes and attitude objects
• Attitude functions: why people hold attitudes
• Consumer goals and the functions of consumer goods
• The relationship between attitudes, goals and intentions
• Why people acquire goods
• Utilitarian goals
• Self-expression goals
• Identity-building goals
• Hedonic goals
• Implications for advertising
• Summary and conclusions
• Notes
• 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
• The multiple-role assumption
• Biased processing of information
• 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
• Simplifying dual process theories: the unimodel
• Self-validation: a new process of persuasion
• Strategies to attract attention to advertising
• Humour in advertising
• Humour, distraction and memory
• Humour and liking for the ad and the brand
• Humorous advertisements and brand choice
• Limitations
• Summary and conclusions
• Sex in advertising
• The impact of sexual advertisements on information processing
• The impact of sexual advertising on attitudes
• Conclusions
• Strategies to lower resistance to advertising
• Persuasion knowledge and reactance
• Two-sided advertisements
• Product placement
• Native advertising
• Sponsorship
• Summary and conclusions
• Notes
• Chapter 6 How advertising influences buying behaviour
• The attitude–behaviour relationship: a brief history
• Predicting specific behaviour: the reasoned action approach
• The standard model
• Extending the standard model
• Reformulating the standard model: the theory of reasoned goal pursuit
• 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
• The role of mindsets in goal-directed information processing and behaviour
• Goal conflict and impulsive behaviour
• Implications for advertising: the return of the hidden persuaders
• Summary and conclusions
• Note
• 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
• Product samples as reciprocity traps
• 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
• Physical attractiveness
• Similarity
• Ingratiation
• Bringing good news
• 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
• Note
• Chapter 8 Advertising in the new millennium: How the Internet affects consumer judgement and choice
• Features of online advertising
• Big data, online tracking and privacy concerns
• Three types of online advertising
• When does online advertising promote persuasion?
• A critical precursor to online persuasion: online trust
• Building online trust
• Online trust and regulatory focus
• How banner ad placement and content affects online persuasion
• How does online advertising promote persuasion? The role of conscious versus unconscious processes
• Online heuristics
• Supplementing regular online advertising: persuasion via decision support systems
• Online stereotyping
• Unintended and incidental effects of being online on consumer cognition (and what they mean for online advertising)
• How Google affects consumer memory
• Us and our devices
• Implications for advertising: an online ‘truth effect’?
• Beyond online advertising: persuasion via online interpersonal communication
• Company effects of online chatter
• How emotion affects online diffusion and diffusion affects online emotion
• Summary and conclusions
• Notes
• References
• Glossary
• Author index
• Subject index