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The book 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.
The book 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.
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.
1. Setting the stage. 2. How consumers acquire and process information from advertising. 3. How advertising affects consumer memory. 4. How consumers form attitudes towards products. 5. How consumers yield to advertising: Principles of persuasion and attitude change. 6. How advertising influences buying behaviour. 7. Beyond persuasion: Achieving consumer compliance without changing attitudes. 8. Online vs. Offline advertising: Similarities and differences in impact and underlying processes. References. Glossary.
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781032596136 |
| ISBN-10: | 1032596139 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Fennis, Bob M.
Stroebe, Wolfgang |
| Auflage: | 4. Auflage |
| Hersteller: |
Taylor & Francis
Routledge |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Abbildungen: | 51 schwarz-weiße Abbildungen, 13 schwarz-weiße Fotos, 38 schwarz-weiße Zeichnungen |
| Maße: | 242 x 170 x 32 mm |
| Von/Mit: | Bob M. Fennis (u. a.) |
| Erscheinungsdatum: | 14.05.2025 |
| Gewicht: | 0,914 kg |
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.
1. Setting the stage. 2. How consumers acquire and process information from advertising. 3. How advertising affects consumer memory. 4. How consumers form attitudes towards products. 5. How consumers yield to advertising: Principles of persuasion and attitude change. 6. How advertising influences buying behaviour. 7. Beyond persuasion: Achieving consumer compliance without changing attitudes. 8. Online vs. Offline advertising: Similarities and differences in impact and underlying processes. References. Glossary.
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781032596136 |
| ISBN-10: | 1032596139 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Fennis, Bob M.
Stroebe, Wolfgang |
| Auflage: | 4. Auflage |
| Hersteller: |
Taylor & Francis
Routledge |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Abbildungen: | 51 schwarz-weiße Abbildungen, 13 schwarz-weiße Fotos, 38 schwarz-weiße Zeichnungen |
| Maße: | 242 x 170 x 32 mm |
| Von/Mit: | Bob M. Fennis (u. a.) |
| Erscheinungsdatum: | 14.05.2025 |
| Gewicht: | 0,914 kg |
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