Advertising Exposure, Memory and Choice (Paperback)Andrew A. Mitchell (editor)
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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.
Publisher: Taylor & Francis Ltd
Number of pages: 360
Weight: 454 g
Dimensions: 229 x 152 mm