Psychology of Advertising

The Psychology of Advertising provides a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers, linking psychological theories and empirical research findings to real-life industry examples. The third edition discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements and includes new coverage of big data, privacy, personalization, and materialism. It is a valuable resource for advanced undergraduate and graduate students, instructors, and professionals working in advertising, public health, public services, and political communication.

\n Format: Paperback / softback
\n Length: 466 pages
\n Publication date: 08 October 2020
\n Publisher: Taylor & Francis Ltd
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The Psychology of Advertising delves into a comprehensive examination of theory and research in consumer psychology, exploring the profound impact of advertising on individuals' thoughts, emotions, and behaviors. This insightful text seamlessly connects psychological theories and empirical findings to real-world industry examples, demonstrating how scientific research can inform and enhance marketing practices.

Advertising, as a pervasive and influential force, exerts a captivating influence on our lives, enticing us to purchase desired and occasionally unwanted products and services, contribute to charitable causes, vote for political candidates, and even alter our health-related lifestyles. This revised and extensively updated third edition of The Psychology of Advertising provides a comprehensive and cutting-edge overview of psychological theorizing and research on the effects of online and offline advertising. It delves into how consumers' digital footprints, or the traces they leave online, guide marketers in delivering personalized advertisements. Furthermore, the new edition addresses emerging topics such as big data, privacy, personalization, and materialism, shedding light on their implications for studies within this book.

To enhance accessibility and understanding, this text includes a glossary of key concepts, updated examples, and illustrations. It serves as a valuable resource for advanced undergraduate and graduate students, as well as instructors, in psychology, advertising, marketing, and media courses. Moreover, professionals working in advertising, public health, public services, and political communication will find it an indispensable guide for their respective fields.

\n Weight: 848g\n
Dimension: 174 x 246 x 30 (mm)\n
ISBN-13: 9780367346393\n
Edition number: 3 New edition\n