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This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the ...

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response-illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word-presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad-contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object-carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume has a new respect for the complexity of human visual response and the research that is trying to explain it. It is of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

This is the first volume in the Counterpoints Series, which explores the issues being debated in psychology, child development, linguistics, and neuroscience. Each volume consists of the presentation of three or four extensive chapters by researchers representing key points of view on the issue ...

This is the first volume in the Counterpoints Series, which explores the issues being debated in psychology, child development, linguistics, and neuroscience. Each volume consists of the presentation of three or four extensive chapters by researchers representing key points of view on the issue. This text examines one of the liveliest areas of debate in psychology today, the relationship between perception and mental imagery. A variety of recent studies have pointed to the existence of a strong relationship between memory and mental representation, while others have shown that images are open to reinterpretation and manipulation, and are therefore not merely static impressions or mental representations of memories. Three core chapters by researchers in the midst of this debate--Maria Brandimonte, Geir Kaufmann, and Dan Reisberg--make up the central portion of this text. The first chapter is a historical overview of the problem as well as a review of the research in psychology and the argument as it has developed in related fields, such as philosophy and artificial intelligence. The last chapter pulls together all of the positions and points to new areas of research which may help uncover an explanation for the apparent contradictions in the research. Students and researchers in psychology and cognitive psychology will benefit from this comprehensive look at this heated debate.

His study of the use of mental imagery in the elementary school classroom led Jerome S. Allender to examine imagery techniques in the adult learning process, the improvement of teaching skills, and the enhancement of the human learning experience in general. Four world views form the investigative ...

His study of the use of mental imagery in the elementary school classroom led Jerome S. Allender to examine imagery techniques in the adult learning process, the improvement of teaching skills, and the enhancement of the human learning experience in general. Four world views form the investigative framework for this research, as each individual study yields significant data, findings, and conclusions which are then given practical application. This comparative approach broadens the scope of the work to include not only relevance in the classroom, but also exploration of the role imagery plays in the interaction of fantasy and reality.