Psychological processes and advertising effects - Linda F. Alwitt, Andrew Mitchell - książka wyd. 1985

Opis

Psychological Processes and Advertising Effects refers to the scientific study of how marketing communications influence human cognition, emotions, and behavior. It explores how advertising moves from mere exposure to memory storage, attitude formation, and ultimately, purchase decisions. This field combines theories from cognitive psychology, social psychology, and neuroscience to understand how consumers process visual information, emotion, and persuasion.