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The psychology of advertising

Author: Bob Michaël Fennis; Wolfgang Stroebe
Publisher: London ; New York, NY : Routledge, Taylor & Francis Group, 2016.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Additional Physical Format: Print version:
Fennis, Bob Michaël, 1968-
Psychology of advertising.
London; New York : Routledge, 2016
(DLC) 2015021934
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bob Michaël Fennis; Wolfgang Stroebe
ISBN: 9781317398950 9781317398943 1317398947 9781315681030 131568103X 1317398955
OCLC Number: 1058681594
Description: 1 online resource (xi, 438 pages) : illustrations
Contents: Setting the stage --
How consumers acquire and process information from advertising --
How advertising affects consumer memory --
How consumers form attitudes towards products --
How consumers yield to advertising: principles of persuasion and attitude change --
How advertising influences buying behaviour --
Beyond persuasion achieving consumer compliance without changing attitudes.
Responsibility: Bob M. Fennis and Wolfgang Stroebe.

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"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and Read more...

 
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