The Psychology of Advertising

Cover -- Half Title -- Endorsement -- Title Page -- Copyright Page -- Table of 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.