The Psychology of Advertising: 3rd Edition

Wolfgang Stroebe · Bob M. Fennis

srpen 2021 · Tantor Media Inc · Čte Nigel Patterson

Podrobnosti o audioknize

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on 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. Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization, and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book.

O autorovi

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.

British audiobook narrator and AudioFile Earphones Award winner Nigel Patterson has many credits as a stage, screen, and voice-over actor that influence his powerful characterization across a broad range of genres. A graduate of the University of Oxford, he is fluent in French and Spanish.