The Psychology of Advertising

Includes References (385-431) and Index

1. Setting the Stage
2. How Consumers Acquire and Process Information from Advertising
3. How Advertising Affects Consumer Memory
4. How Consumers Form Attitudes Towards Products
5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change
6. How Advertising Influences Buying Behaviour
7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes
8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice

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.