Attention, Attitude, and Affect in Response to Advertising

Attention, Attitude, and Affect in Response to Advertising

Attention, Attitude, and Affect in Response to Advertising

Attention, Attitude, and Affect in Response to Advertising

Synopsis

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media.

Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders.

This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Excerpt

We are amazed at the diversity of approaches represented in this volume. The purpose of the volume is to provide a continuation of a series of texts that presents research in advertising and consumer psychology. We hope that the text will also be of interest to scholars and practitioners in a wide variety of fields, including social psychology, health psychology, behavioral medicine, political science, and cognitive psychology.

Unlike many of the previous volumes, this one purposefully follows no one particular theme. Although this is a risky venture, to say the least, it also appealed to us as being an extremely exciting one. The volume presents (a) new issues in consumer psychology and advertising (e.g., relationship between gender differences, cortical organization, and advertising), (b) new approaches to old issues (e.g., attention as an epiphenomenon, meta-analysis of comparative advertising research), and (c) new applications of consumer psychology issues to other fields (e.g., examining health behavior as a consumer behavior, the relationship between advertising and eating disorders, affect in political advertising).

Consumer psychology is interdisciplinary. Researchers in consumer psychology are becoming more creative in their methodology and their theorizing. They are drawing on areas that were perceived as foreign to their predecessors of the 1960s. There is more respect and cooperation between the practitioner, who collects data from the field for a specific project, and the academic, who becomes anxious if forced to leave the lab. Even within academia, there is more communication between "business school types" and "psy-

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