Psychology of Advertising

Bob M. Fennis is Professor of Consumer Behaviour at the University of Groningen, the Netherlands. He has published extensively on the psychology of persuasion and social influence and the role of consumer self-regulation in these processes.Wolfgang Stroebe, Professor Emeritus of Utrecht University, is now Visiting Professor at the University of Groningen, the Netherlands. He has (co-)authored numerous books and scientific articles on social and health psychology.

"Fennis and Stroebe wrote the essential introduction for anyone who wants to understand how advertising really works. There is no other text like this" -- Luk Warlop, BI Norwegian Business School and President of the European Marketing Academy. Praise for previous edition:"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable." - Dinah Bisdee, King's College London, UK, in Social Psychological Review"The Psychology of Advertising is a rich source of ideas about methodology, theory, and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing, and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services, and political communication who are interested in responding to Dill Scott’s call for educating practitioners in psychology." – Debra Merskin, University of Oregon, in PsycCRITIQUES"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness." - Frank R. Kardes, College of Business, University of Cincinnati, USA"This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" - Peeter Verlegh, Rotterdam School of Management, Erasmus University, The Netherlands

• Preface1. Setting the StageThe Origins of Modern-day Advertising Advertising in Practice: The Nuts and Bolts of the Industry The Functions of Advertising The Effects of Advertising: A Psychological Perspective Consumer Responses Source and Message Variables in Advertising Advertising in Context: Integrated Marketing Communications and the Promotional Mix Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness Plan of the BookSummary and Conclusions2. How Consumers Acquire and Process Information from AdvertisingPreattentive AnalysisFocal AttentionComprehensionElaborative ReasoningSummary and Conclusions3. How Advertising Affects Consumer MemoryThe Structure and Function of Human MemoryImplications for AdvertisingCan Advertising Distort Memory?Summary and Conclusions4. How Consumers Form Attitudes Towards ProductsWhat is an Attitude? A Matter of ContentionAttitude StrengthAttitude FormationAttitude StructureThe Functions of Attitudes and Attitude ObjectsSummary and Conclusions5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude ChangeThe Yale Reinforcement ApproachThe Information Processing Model of McGuireThe Cognitive Response ModelDual Process Theories of PersuasionAssessing the Intensity of ProcessingSimplifying Dual Process Theories: The UnimodelSelf-Validation: A New Process of PersuasionStrategies to Attract Attention to AdvertisingStrategies to Lower Resistance to AdvertisingSummary and Conclusions6. How Advertising Influences Buying BehaviourThe Attitude–Behaviour Relationship: A Brief HistoryPredicting Specific Behaviour: The Reasoned Action ApproachNarrowing the Intention–Behaviour Gap: Forming Implementation IntentionsImplications for AdvertisingBeyond Reasons and Plans: The Automatic Instigation of BehaviourImplications for Advertising: The Return of the Hidden PersuadersSummary and Conclusions7. Beyond Persuasion: Achieving Consumer Compliance Without Changing AttitudesSocial Influence and Compliance Without Pressure The Principle of ReciprocityThe Principle of Commitment/ConsistencyThe Principle of Social ValidationThe Principle of LikingThe Principle of AuthorityThe Principle of ScarcityThe Principle of ConfusionMindlessness Revisited: The Limited-Resource AccountSummary and Conclusions8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and ChoiceFeatures of Online AdvertisingWhen does Online Advertising Promote Persuasion?How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious ProcessesSupplementing Regular Online Advertising: Persuasion via Decision Support SystemsUnintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising)Beyond Online Advertising: Persuasion via Online Interpersonal CommunicationSummary and ConclusionsReferencesGlossaryAuthor IndexSubject Index