Advertising Exposure, Memory, and Choice
Andrew A. Mitchell
L. Erlbaum Associates, 1993 - Business & Economics - 349 pages
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events.
Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
rtisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
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Memory Retrieval Factors and Advertising Effectiveness
The Relevance Accessibility Model of Advertising Effectiveness
A Framework for Understanding the Effects of Advertising
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activation advertised brand advertising effects advertising exposure advertising information advertising message alternatives attitude accessibility attitude change attitude object behavior beliefs biased brand attitudes brand choice brand claims brand equity brand evaluations brand name Cacioppo choice process cognitive responses communication effects Consumer Research dependent variable Diet Pepsi effect on brand effects of advertising Elaboration Likelihood Model encoding execution cue Fazio feelings goals Hillsdale implications inferences influence information processing involvement Isen Journal of Consumer Journal of Marketing Journal of Personality judgment Keller latitude of rejection Lawrence Erlbaum Associates level of information Lutz Marketing Research McDonald's measures MECCAS memory trace memory-based Mitchell motivation Nedungadi perceived Personality and Social persuasion Petty point of purchase positive affect presented product category quality cues recall recipients relevant retrieval cues shampoo situation Social Psychology specific Srull stimuli strategy structure subjects sumers target brand theory tion variables Zanna