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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.
