Activate Persuasion Knowledge
advertising effectiveness
alcohol
Alcohol Messages
Ambivalent Sexism Theory
Antisocial Behavior
Benevolent Sexism
Brand Inclusion
branded content analysis
Category=JBCT
Category=JMA
Category=JMH
Category=JMJ
Category=NH
Commercial Messages
consumer behavior research
eq_bestseller
eq_history
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
general
General Learning Model
Hegemonic Masculinity Theory
In-game Advertising
Ingame Advertising
Interpersonal Rejection
knowledge
learning
media literacy education
media psychology
messages
narrative
Narrative Transportation
Perceptual Fluency
persuasion
Persuasion Knowledge
placements
product
Product Placement
Product Placement Effects
Promotional Consideration
psychological effects of media consumption
Restrained Eating
social learning theory
transportation
Transportation Imagery Model
Va Ri
Van Reijmersdal
Violent Erotica
Violent Portrayals
Young Man
Product details
- ISBN 9781848729445
- Weight: 612g
- Dimensions: 152 x 229mm
- Publication Date: 05 Mar 2012
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.
L. J. Shrum is Professor and Chair of Marketing at the University of Texas at San Antonio. He received his PhD from the University of Illinois in Communication and his MS in Advertising. He is Past President of the Society for Consumer Psychology. His current research focuses on the multiple roles of the self in consumer judgment.
