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.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
The psychology of advertising by Bob Michaël Fennis. ISBN 9780415442732. Published by Psychology Press in 2010. Publication and catalogue information, links to buy online and reader comments.
