Fr. 39.50

The Advertising Effect: How to Change Behaviour

English · Paperback / Softback

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Description

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The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.

List of contents










  • Prologue

  • Part 1: Which behaviour to change?

  • 1. The Dark Arts: An advertising and influence overview

  • 2. Definition: Defining the behaviour you want to change

  • 3. Thoughts, Feelings, Actions: Using action to change behaviour

  • 4. Action Spurs: Sometimes we need a little kick

  • Part 2: Changing the behaviour

  • Motivational Action Spurs

  • 5. Reframing: It's not what you say, it's how you say it

  • 6. Evocation: Can you feel it?

  • 7. Collectivism: Everyone else is doing it

  • 8. Ownership: What do you think? ?

  • 9. Play: The World is a game

  • 10. Utility: No more empty promises?

  • 11. Modeling: Monkey See. Monkey Do.

  • Ease Action Spurs

  • 12. Skill Up: How to stop "I don't know how"

  • 13. Eliminate Complexity: knock down hurdles

  • 14. Commitment: how a small request leads to a bigger agreement

  • Part 3: Be Good

  • 15. Use your powers for good



About the author

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.

Summary

The Advertising Effect examines how advertising influences consumer behaviour - and the psychological principles underpinning it.

Product details

Authors Adam Ferrier, Adam (Chief Strategy Officer Ferrier, Jennifer Fleming
Publisher Oxford Academic
 
Languages English
Product format Paperback / Softback
Released 31.12.2021
 
EAN 9780195593921
ISBN 978-0-19-559392-1
No. of pages 240
Dimensions 156 mm x 229 mm x 13 mm
Weight 348 g
Subject Social sciences, law, business > Business > Advertising, marketing

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