Attention, Attitude and Effect in Response to Advertising

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Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice — stimulating creativity, evaluating the creative product, and informing the scheduling of media.

Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders.

This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

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Table of Contents

Contents: Preface. D.W. Stewart, Introduction. Part I: Historical and Contemporary Perspectives on Advertising Research. J.C. Maloney, The First 90 Years of Advertising Research. G.J. Tellis, Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities. Part II: Attention Processes in the Response to Advertising. B.S. Tolley, L. Bogart, How Readers Process Newspaper Advertising. C. Pechmann, D.W. Stewart, The Psychology of Comparative Advertising. R.W. Olshavsky, Attention as an Epiphenomenon: Some Implications for Advertising. J. Meyers-Levy, Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences. Part III: Advertising and the Processes of Attitude Formation and Change. T.B. Heath, G.J. Gaeth, Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systematic Model. S.E. Middlestadt, M. Fishbein, D.K-S. Chan, The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change? L.A. Brannon, T.C. Brock, Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual, Ideal, and Product "Selves." J.J. Wheatley, G. Brooker, Music and Spokesperson Effects on Recall and Cognitive Response to a Radio Advertisement. Part IV: Affect and Advertising. M.P. Gardner, Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States. B.G. Englis, The Role of Affect in Political Advertising: Voter Emotional Responses to the Nonverbal Behavior of Politicians. Part V: Advertising Price. R.M. Schindler, How to Advertise Price. Part VI: Advertising and Health. M. Slater, J. Flora, Is Health Behavior Consumer Behavior? Health Behavior Determinants, Audience Segmentation, and Designing Media Health Campaigns. E.M. Clark, T.C. Brock, Warning Label Location, Advertising, and Cognitive Responding. L. Percy, M.R. Lautman, Advertising, Weight Loss, and Eating Disorders.

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