Psychological Processes and Advertising Effects by Linda F. A... - 9780367498955

Psychological Processes and Advertising EffectsTheory, Research, and Applications\nAuthor(s): Linda F. Alwitt, Andrew A. Mitchell\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367498955, 978-0367498955\nSynopsis\nIn the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memo.