| 000 | 01505camuu2200337 a 4500 | |
| 001 | 000045672772 | |
| 005 | 20111021165935 | |
| 008 | 111021s1989 maua b 101 0 eng d | |
| 010 | ▼a 88016884 | |
| 020 | ▼a 066914830X (alk. paper) | |
| 035 | ▼a (KERIS)REF000014245890 | |
| 040 | ▼d 211009 | |
| 050 | 0 | ▼a HF5823 ▼b .C554 1989 |
| 082 | 0 4 | ▼a 659.1/01/9 ▼2 22 |
| 084 | ▼a 659.1019 ▼2 DDCK | |
| 090 | ▼a 659.1019 ▼b C676 | |
| 245 | 0 0 | ▼a Cognitive and affective responses to advertising / ▼c edited by Patricia Cafferata, Alice M. Tybout. |
| 260 | ▼a Lexington, Mass. : ▼b Lexington Books, ▼c 1989. | |
| 300 | ▼a vii, 414 p. : ▼b ill. ; ▼c 24 cm. | |
| 500 | ▼a Edited compilation of papers presented at the Fourth Annual Advertising and Consumer Psychology Conference, held in Chicago, Ill., July 11-12, 1985, sponsored by Division 23 of the American Psychological Association, the Marketing Science Institute, and Needham Harper Worldwide. | |
| 504 | ▼a Includes bibliographies and index. | |
| 650 | 0 | ▼a Advertising ▼x Psychological aspects ▼v Congresses. |
| 650 | 0 | ▼a Consumer behavior ▼v Congresses. |
| 700 | 1 | ▼a Cafferata, Patricia. |
| 700 | 1 | ▼a Tybout, Alice M. |
| 710 | 2 | ▼a American Psychological Association. ▼b Division of Consumer Psychology. |
| 710 | 2 | ▼a Marketing Science Institute. |
| 710 | 2 | ▼a Needham Harper Worldwide. |
| 711 | 2 | ▼a Conference on Advertising and Consumer Psychology ▼n (4th : ▼d 1985 : ▼c Chicago, Ill.) |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 659.1019 C676 | 등록번호 111644494 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
목차
CONTENTS Preface = ⅸ Acknowledgments = xi 1. Introduction / Alice Tybout = 1 Part Ⅰ: Classifying Advertising Stimuli = 11 2. Lectures and Dramas / William D. Wells = 13 3. An Investigation of Mood Commercials / John S. Coulson = 21 4. The Multidimensionality of Persuasive Communications: Theoretical and Empirical Foundations / Connie Pechmann ; David W. Stewart = 31 Part Ⅱ: Theoretical Processes Underlying Cognitive and Affective Responses to Advertising = 67 5. The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion / John T. Cacioppo ; Richard E. Petty = 69 6. Some Ways in Which Affect Influences Cognitive Processes: Implications for Advertising and Consumer Behavior / Alice M. Isen = 91 Part Ⅲ: Cognitive Processing Issues = 119 7. Advertising and Product Evaluation: The Relation between Consumer Memory and Judgment / Thomas K. Srull = 121 8. Strategies for Designing Persuasive Messages: Deductions from the Resource Matching Hypothesis / Punam Anand ; Brian Sternthal = 135 9. Advertising Art: Cognitive Mechanisms and Research Issues / Fairfid M. Caudle = 161 10. Gender Differences in Information Processing: A Selectivity Interpretation / Joan Meyers-Levy = 219 Part Ⅳ: Affective Processing Issues = 261 11. Nature of Effects of Affect on Judgment: Theoretical and Methodological Issues / Guliz Ger = 263 12. Emotional Advertising Appeals / Bobby J. Calder ; Charles L. Gruder = 277 13. What Mediates the Emotional Response to Advertising? The Case of Warmth / David A. Aaker ; Douglas M. Stayman = 287 14. The Effects of Emotion on Episodic Memory for Television Commercials / Esther Thorson ; Marian Friestad = 305 15. Gauging and Explaining Advertising Effects: Emergent Concerns Regarding Construct and Ecological Validity / Chris T. Allen ; Thomas J. Madden = 327 16. The Role of Emotion in Advertising Revisited: Testing a Typology of Emotional Responses / Morris B. Holbrook ; Richard A. Westwood = 353 17. An Investigation of the Relationship between the MECCAs Model and Advertising Affect / Thomas J. Reynolds ; Minakshi Trivedi = 373 Part Ⅴ: Practitioners' Viewpoint = 391 18. The Advertising Development Process from the Practitioners' Point of View / Pat Cafferata = 393 Index = 403 Contributors = 411 About the Editors = 413
