Author: Tina M. Lowrey
Publisher: Psychology Press
ISBN: 1000106276
Category : Business & Economics
Languages : en
Pages : 311
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Book Description
The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 1135606633
Category : Business & Economics
Languages : en
Pages : 509
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Book Description
The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.
Author: L. J. Shrum
Publisher: Routledge
ISBN: 113680935X
Category : Psychology
Languages : en
Pages : 364
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Book Description
In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.
Author: Robin L. Nabi
Publisher: SAGE
ISBN: 1412959969
Category : Language Arts & Disciplines
Languages : en
Pages : 657
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Book Description
Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application contexts.
Author: Edward F. McQuarrie
Publisher: Routledge
ISBN: 1317469615
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.
Author: James Price Dillard
Publisher: SAGE Publications
ISBN: 1452262047
Category : Language Arts & Disciplines
Languages : en
Pages : 457
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Book Description
The Second Edition of The SAGE Handbook of Persuasion: Developments in Theory and Practice provides readers with logical, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues that will be of interest to interpersonal and mass communication researchers as well as to psychologists and public health practitioners.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1806
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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Rajeev Batra
Publisher: Routledge
ISBN: 1317502108
Category : Business & Economics
Languages : en
Pages : 377
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Book Description
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Author: Tina M. Lowrey
Publisher: Taylor & Francis
ISBN: 080586394X
Category : Business & Economics
Languages : en
Pages : 317
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Book Description
traditional retail discussion from a 21st Century perspective.
Author: Robert G. Jones
Publisher: Routledge
ISBN: 0429948735
Category : Psychology
Languages : en
Pages : 384
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Book Description
Why doesn’t everyone see sustainability as a huge issue? Why don’t people think more carefully before making choices? What will it take for people to change? Examining the many psychological factors that lead to human behavioral effects on the environment, this book answers these questions definitively and provides practical guidance for approaches that have been used to successfully stimulate change. The Applied Psychology of Sustainability provides an extensive, integrated definition of the processes that lead to climatic, ecological, and socio-economic results: It defines a Psychology of Sustainability. Each chapter applies elements from the core research areas of cognitive, social, and developmental psychology into the context of criteria specific to sustainability. Comprehensively updated to embrace great change in the field, this new edition expands on critical issues yet maintains its strong foundation that the psychology of decisions is the essential precursor to sustainability and that these decisions should be treated as the primary target of change. Throughout the book, readers will find new ways of framing questions related to human adaptability and evolutionary psychology. The Applied Psychology of Sustainability is essential reading for students and professionals in a range of disciplines who wish to contribute to this crucial conversation.
