Book
The Psychology of Advertising
ISBN : 9781032596136
Author : Bob M Fennis
Publisher : Routledge
Year : 2025
Language : English
Type : Book
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
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