Short description:

The book offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

Long description:

The Psychology of Advertising offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

This newly updated fourth edition includes a new chapter on social media advertising that considers how brands and social media influencers affects consumer judgement and choice. The book also includes new coverage on the impact of the psychology of advertising on firm performance or consumer behaviour, the application of theory to real-life adverts, and how the psychology of advertising was affected by the covid pandemic. The book offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements.

Now including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students of consumer psychology, consumer behaviour, marketing psychology and advertising. It is also suitable for students and professionals in the fields of marketing communication, digital marketing and business.

?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.

Table of Contents:

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.