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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.

Persuading People to Have Safer Sex offers a lucid, in-depth, student-friendly and academically thorough discussion of AIDS prevention and health persuasion. In so doing it provides an introduction to the ways that social scientific research can be brought to bear on a daunting health problem ...

Persuading People to Have Safer Sex offers a lucid, in-depth, student-friendly and academically thorough discussion of AIDS prevention and health persuasion. In so doing it provides an introduction to the ways that social scientific research can be brought to bear on a daunting health problem. Covering many aspects of the AIDS crisis, the book introduces readers to the severity of the AIDS problem and explains the epidemiology of the disease. It discusses why persuasion is so important, explicates cognitive theories of AIDS prevention, and notes the role emotions and communication play in safer sex prevention. It also discusses: *functions that unsafe sex plays in peoples' lives; *why people, notably minority women, frequently choose to engage in unsafe sex; and *social factors underlying the spread of AIDS in urban America and portions of Africa. As a resource for introducing students to the role that theory and research play in health communication and psychology, the volume is appropriate for use in communication, journalism, social psychology, and public health courses, and will be of value to scholars, researchers, and all who seek to understand the use of persuasion in changing behavior.

There's a sucker born every minute-don't let it be you! Learn how to ward off even the best predators with the secrets revealed in The Power of Persuasion When it comes to persuasion, there are three universal truths: You're more susceptible to it than you think; The most effective persuaders are ...

There's a sucker born every minute-don't let it be you! Learn how to ward off even the best predators with the secrets revealed in The Power of Persuasion When it comes to persuasion, there are three universal truths: You're more susceptible to it than you think; The most effective persuaders are the least obvious; and Whether they're selling cars or religion, professional persuaders all follow the same principles of psychology. Stop falling prey to their ploys. The Power of Persuasion looks behind the curtain of shilling and pitch to reveal the many methods of seduction used to pull your strings and push your buttons every day. Drawing heavily on empirical psychological evidence as well as real-world investigations and anecdotes, The Power of Persuasion arms you with the knowledge to fend off such common manipulation tactics as: Limited time offers: "Act fast because this fabulous opportunity won't come around again!" The "Four Walls" technique: A series of carefully worded questions makes you realize that you have no good reason for not purchasing the product "Bait-and-switch": A salesman quotes a price on a car missing an important feature, then finds a more suitable car at a higher price