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Attention, attitude, and affect in response to advertising

Attention, attitude, and affect in response to advertising (4회 대출)

자료유형
단행본
개인저자
Brock, Timothy C. , 1935- Stewart, David W. Clark, Eddie M.
서명 / 저자사항
Attention, attitude, and affect in response to advertising / edited by Eddie M. Clark, Timothy C. Brock, David W. Stewart.
발행사항
Hillsdale, N.J. :   L. Erlbaum Associates ,   1993.  
형태사항
328 p. ; 24 cm.
ISBN
080580756X
서지주기
Includes bibliographical references and indexes.
일반주제명
Advertising --Psychological aspects.
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001 000000022867
005 19950411125214.0
008 921223s1993 nju b 001 0 eng
010 ▼a 92045795
020 ▼a 080580756X
035 ▼a 92045795
040 ▼a DLC ▼c DLC
050 0 0 ▼a HF5822 ▼b .A87 1993
082 0 0 ▼a 659.1/01/9 ▼2 20
090 ▼a 659.1 ▼b A883
245 0 0 ▼a Attention, attitude, and affect in response to advertising / ▼c edited by Eddie M. Clark, Timothy C. Brock, David W. Stewart.
260 0 ▼a Hillsdale, N.J. : ▼b L. Erlbaum Associates , ▼c 1993.
300 ▼a 328 p. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and indexes.
650 0 ▼a Advertising ▼x Psychological aspects.
700 1 0 ▼a Brock, Timothy C. , ▼d 1935-
700 1 0 ▼a Stewart, David W.
700 1 0 ▼a Clark, Eddie M.

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고7층/ 청구기호 659.1 A883 등록번호 111024674 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

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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