The Psychology of Advertising

Preface

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
Source and Message Variables in Advertising
Advertising in Context: Integrated Marketing Communications and the Promotional Mix
Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness
Plan of the Book
Summary and Conclusions

2. How Consumers Acquire and Process Information from Advertising
Preattentive Analysis
Focal Attention
Comprehension
Elaborative Reasoning
Summary and Conclusions

3. How Advertising Affects Consumer Memory
The Structure and Function of Human Memory
Implications for Advertising
Can Advertising Distort Memory?
Summary and Conclusions

4. How Consumers Form Attitudes Towards Products
What is an Attitude? A Matter of Contention
Attitude Strength
Attitude Formation
Attitude Structure
The Functions of Attitudes and Attitude Objects
Summary and Conclusions

5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change
The Yale Reinforcement Approach
The Information Processing Model of McGuire
The Cognitive Response Model
Dual Process Theories of Persuasion

Assessing the Intensity of Processing
Simplifying Dual Process Theories: The Unimodel

Self-Validation: A New Process of Persuasion
Strategies to Attract Attention to Advertising
Strategies to Lower Resistance to Advertising
Summary and Conclusions

6. How Advertising Influences Buying BehaviourThe Attitude-Behaviour Relationship: A Brief History
Predicting Specific Behaviour: The Reasoned Action Approach
Narrowing the Intention-Behaviour Gap: Forming Implementation Intentions
Implications

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.