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.

‘The authors are experts in the field of consumer psychological science, and they have done an outstanding job of explaining current approaches toward understanding the effects of online and offline advertising on consumers’ beliefs, attitudes, and decisions’Frank R. Kardes, Donald E. Weston Professor of Marketing and Distinguished Research Professor, University of Cincinnati.‘This new edition provides a timely update of Fennis and Stroebe’s seminal advertising book. This is not "just" a textbook, but it’s an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of advertising. Graduate students and faculty in this area are sure to learn a lot from reading it!’Peeter Verlegh, Vrije Universiteit Amsterdam, the Netherlands.‘Stroebe and Fennis have produced a remarkable text that is expansive in its coverage of the classic and contemporary advertising literature -- from discussion of thoughtful in-person shopping to online impulse buying. Most impressively, it nicely leverages theoretical insights from social and cognitive psychology to foster deep understanding of the effects and phenomena described, making the core ideas very easy to apply to new situations. It is essential reading for students and professional marketers alike.’Richard E. Petty, Distinguished University Professor, The Ohio State University.

• 1. Setting the stage. 2. How consumers acquire and process information from advertising. 3. How advertising affects consumer memory. 4. How consumers form attitudes towards products. 5. How consumers yield to advertising: Principles of persuasion and attitude change. 6. How advertising influences buying behaviour. 7. Beyond persuasion: Achieving consumer compliance without changing attitudes. 8. Online vs. Offline advertising: Similarities and differences in impact and underlying processes. References. Glossary.