The psychology of advertising - Fennis, Bob Michae?l 1968-; Stroebe, Wolfgang (Hove, East Sussex, Eng. Psychology Press, 2010)
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.
Keywords: Advertising -- Psychological aspects; Consumers -- Attitudes