Psychological Processes and Advertising Effects: Theory, Research, and Applications

By Linda F. Alwitt; Andrew A. Mitchell | Go to book overview

advertising in general differ among the different groups, and what types of appeals offer the most reinforcement value for each group.

Fourthly, it should be obvious that, applying this to any particular category requires that the structure of that category, in terms of the types of relationships category users have, is well understood. Previous research has suggested that different relationships can and do exist within a single category. Further, there may be aspects of relationships that are unique to the category. These would need to be identified, as well as how they would influence advertising processing.

Finally, it is our belief that people/product relationships change over time and that many stimuli (including product experience, repeated exposures to advertising, etc.) can facilitate change. For this reason we need to study the dynamics of people/product relationships, and how advertising, through repetition, interacts with these relationships.


ACKNOWLEDGMENT

We wish to thank Daniel Romer for his invaluable assistance and thoughtful comments.


REFERENCES

Bettman, J. R., & Zins, M. A. ( 1979). Information format and choice task effects in decision making. Journal of Consumer Research, 6, 141-153.

Bloch, P. H., & Richins, M. L. ( 1983). A theoretical model for the study of product importance perceptions. Journal of Maketing, 47, 69-81.

Gutman, J. ( 1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46, 60-72.

Hendrick, C., Mills, J., & Kiesler, C. A. ( 1968). Decision time as a function of the number and complexity of equally attractive alternatives. Journal of Personality and Social Psychology, 8, 313-318.

Houston, M. J., & Rothschild, M. L. ( 1978). Conceptual and methological perspectives on involvement. In S. C. Jain (Ed.), 1978 Educators' Proceedings. Chicago: American Marketing Association, 184-187.

Hovland, C. I., Mandell, W., Campbell, E. H., Brock, T., Luchins, A., Cohen, A. R., McGuire, W. J., Janis, I. L., Feyerabend, R. L.,& Anderson, N. H. ( 1957). The order of presentation in persuasion. New Haven, Conn.: Yale University Press.

Hovland, C. I., & Weiss, W. ( 1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635-650.

Jacoby, J., Speller, D. E., & Kohn, C. A. ( 1974). Brand choice behavior as a function of information load. Journal of Marketing Research, 11, 63-69.

Janis, I. L., & Feshbach, S. ( 1953). Effects of fear-arousing communications. Journal of Abnorreal and Social Psychology, 48, 78-92.

Kahneman, D., & Tversky, A. ( 1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-291.

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