The Psychology of Advertising

Praise for previous edition:

"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable." - Dinah Bisdee, King's College London, UK, in Social Psychological Review

"The Psychology of Advertising is a rich source of ideas about methodology, theory, and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing, and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services, and political communication who are interested in responding to Dill Scott's call for educating practitioners in psychology." - Debra Merskin, University of Oregon, in PsycCRITIQUES

"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness." - Frank R. Kardes, College of Business, University of Cincinnati, USA

"This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" - Peeter Verlegh, Rotterdam School of Management, Erasmus University, The Netherlands