Advertising exposure, memory, and choice
edited by Andrew A. Mitchell
Publisher: Hillsdale, N.J. : L. Erlbaum, 1993.
ISBN: 0805806857
DDC: 659.1019
LCC: HF5822
Notes:
Papers presented at the eighth annual Advertising and Consumer
Psychology Conference, held at the Leo Burnett Co., Toronto, in May
1989.
Includes bibliographical references and indexes.
Memory retrieval factors and advertising effectiveness / Kevin Lane
Keller -- The relevance accessibility model of advertising
effectiveness / William Baker -- A framework for understanding the
effects of advertising exposure on choice / Prakash Nedungadi, Andrew
A. Mitchell, Ida E. Berger -- The attitude-to-behavior process:
implications for consumer behavior / Paul M. Herr, Russell H. Fazio
-- Message receptivity: a new look at the old problem of open -
versus closed-mindedness / Mark P. Zanna -- Consumer inference:
determinants, consequences, and implications for advertising / Frank
R. Kardes -- Advertising interactions: a route to understanding brand
equity / Julie A. Edell -- Attitude toward the advertisement effects
over time and in attitude change situations / Andrew A. Mitchell --
The influence of positive affect on cognitive organization: some
implications for consumer decision making in response to advertising
/ Alice M. Isen -- Teaching emotion with drama advertising / John
Deighton, Stephen J. Hoch --
A structural model of advertising effects / Charles E. Gengler,
Thomas J. Reynolds -- Observing information processing and memory
development: the potential value of EEG in the study of advertising /
Michael L. Rothschild.
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