| Description |
xviii, 383 pages : illustrations ; 25 cm |
| Note |
Papers presented at a conference held in May 1988, sponsored by Lowe Marschalk, Inc. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Emotion in advertising : an agency point of view / Stuart J. Agres -- On using classical conditioning methods for researching the impact of ad-evoked feelings / Chris T. Allen and Terence A. Shimp -- Individual responses to advertising : mood and its effects from an information processing perspective / Thomas K. Srull -- A micro approach to studying feeling responses to adverising : the case of warmth / David A. Aaker and Douglas M. Stayman -- Transformational advertising : current state of the art / Christopher P. Puto and Robert W. Hoyer -- Fear appeals in advertising : an emotion attribution approach / Malcolm C. Smith, Kristina A. Frankenberger, and Lynn R. Kahle. |
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Facing up to the challenge of measuring emotional response to advertising / Trent H. Punnett and Richard W. Pollay -- Ad-specific emotional responses to advertising / J. Edward Russo and Debra L. Stephens -- Communication and arousal of emotion : some implications of facial expression research for magazine advertisements / Fairfid M. Caudle -- Influences on emotional response to commercials of different executional styles / Cheon-Soung Park and Esther Thorson -- When are feeling generated? : assessing the presence and reliability of feelings based on storyboards and animatics / Ronald C. Goodstein, Julie A. Edell, and Marian Chapman Moore. |
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Does what we see influence how we feel? : felt emotions versus depicted emotions in television commercials / Patricia A. Stout, Pamela M. Homer, and Scott S. Liu -- Affect and attitudes in advertising : the impact of brand name and product category introductory position / Julie A. Edell and Helen H. Anderson -- Consumer emotional reactions to television advertising and their effects on message recall / Basil G. Englis -- The memory impact of commercials varying in emotional appeal and product involvement / Thomas J. Page, Jr., Esther Thorson, and Maria Papas Heide -- A three-component model of attitude toward the ad : effects of the zipping and zapping of television commercials / T.J. Olney Rajeev Batra, and Morris B. Holbrook. |
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Message effectiveness can be increased by matching appeals to recipients' self-schemas : laboratory demonstrations and a national field experiment / Timothy C. Brock, Laura A. Brannon, and Carol Bridgwater -- The relationship between advertising and consumers' moods : a synergistic approach / Ronald Paul Hill and Debra L. Stephens -- Consumer psychology's potential contribution to social science / John C. Maloney. |
| Subject |
Advertising -- Psychological aspects.
|
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Advertising -- Psychological aspects. |
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Advertising -- Research.
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Advertising -- Research. |
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Human information processing -- Research.
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Human information processing -- Research. |
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Human information processing. |
| Indexed Term |
Advertising |
| Added Author |
Agres, Stuart J.
|
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Edell, Julie A.
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Dubitsky, Tony M.
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Lowe Marschalk, Inc.
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| ISBN |
0899305377 library binding alkaline paper |
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