/LC.GIF&client=easterncarolinaedu)
Attention, attitude, and affect in response to advertising / edited by Eddie M. Clark, Timothy C. Brock, David W. Stewart.
| Other author | Clark, Eddie M. |
| Other author | Brock, Timothy C., 1935-2009 |
| Other author | Stewart, David W. |
| Format | Book |
| Publication Info | Hillsdale, N.J. : L. Erlbaum Associates, 1994. |
| Description | x, 328 pages : illustrations ; 24 cm |
| Subjects |
| Contents | First 90 years of advertising research -- Modeling the effectiveness of advertising in contemporary markets -- How readers process newspaper advertising -- Psychology of comparative advertising -- Attention as an epiphenomenon -- Gender differences in cortical organization -- Theory and method in the study of ad and brand attitudes -- Effect of music on brand attitudes -- Test of schema correspondence theory of persuasion -- Music and spokesperson effects on recall and cognitive response to a radio advertisement -- Responses to emotional and informational appeals -- Role of affect in political advertising -- How to advertise price -- Is health behavior consumer behavior? -- Warning label location, advertising, and cognitive responding -- Advertising, weight loss, and eating disorders. |
| Local note | Little-320188--3051310199975 |
| Bibliography note | Includes bibliographical references and indexes. |
| LCCN | 92045795 |
| ISBN | 080580756X (acid-free paper) |