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In the 1980s our understanding of how advertising affects consumer behaviour was undergoing a dramatic transformation. However, there were still many unanswered questions. Originally published in 1985, the chapters in this volume provide insights into these questions.
List of contents
Preface. Introduction Linda F. Alwitt and Andrew A. Mitchell Part 1: Affective Reactions to Advertising 1. How Advertising Works at Contact Rajeev Batra and Michael L. Ray 2. Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework Richard J. Lutz 3. The Influence of Affective Reactions to Advertising: Direct and Indirect Mechanisms of Change Danny L. Moore and J. Wesley Hutchinson Part 2: Persuasion 4. Central and Peripheral Routes to Persuasion: The Role of Message Repetition John T. Cacioppo and Richard E. Petty 5. Conceptual and Methodological Issues in Examining the Relationship Between Consumer Memory and Judgment Meryl Lichtenstein and Thomas K. Srull 6. The Relationship Between Advertising Recall and Persuasion: An Experimental Investigation Ann E. Beattie and Andrew A. Mitchell 7. A Reliable Sleeper Effect in Persuasion: Implications for Opinion Change Theory and Research Anthony R. Pratkanis and Anthony G. Greenwald Part 3: Psychological Processes During Television Viewing 8. Online Cognitive Processing of Television Daniel R. Anderson 9. EEG Activity Reflects the Content of Commercials Linda F. Alwitt Part 4: Involvement 10. Cognitive Theory and Audience Involvement Anthony G. Greenwald and Clark Leavitt 11. The Effect of People/Product Relationships on Advertising Processing Peter Cushing and Melody Douglas-Tate 12. Understanding Consumers’ Cognitive Structures: The Relationship of Levels of Abstraction to Judgements of Psychological Distance and Preference Thomas J. Reynolds, Jonathan Gutman and John A. Fiedler 13. Concluding Remarks Linda F. Alwitt and Andrew A. Mitchell. Author Index. Subject Index.
About the author
Linda F. Alwitt, Andrew A. Mitchell
Summary
In the 1980s our understanding of how advertising affects consumer behaviour was undergoing a dramatic transformation. However, there were still many unanswered questions. Originally published in 1985, the chapters in this volume provide insights into these questions.
