Attention, attitude, and affect in response to advertising /
edited by Eddie M. Clark, Timothy C. Brock, David W. Stewart.
- x, 328 pages : illustrations ; 24 cm
Includes bibliographical references and index.
1. Introduction / David W. Stewart -- 2. The First 90 Years of Advertising Research / John C. Maloney -- 3. Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities / Gerard J. Tellis -- 4. How Readers Process Newspaper Advertising / B. Stuart Tolley and Leo Bogart -- 5. The Psychology of Comparative Advertising / Cornelia Pechmann and David W. Stewart -- 6. Attention as an Epiphenomenon: Some Implications for Advertising / Richard W. Olshavsky -- 7. Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences / Joan Meyers-Levy -- 8. Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model / Timothy B. Heath and Gary J. Gaeth -- 9. The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change? / Susan E. Middlestadt, Martin Fishbein and Darius K-S Chan -- 10. Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual, Ideal, and Product "Selves" / Laura A. Brannon and Timothy C. Brock -- 11. Music and Spokesperson Effects on Recall and Cognitive Response to a Radio Advertisement / John J. Wheatley and George Brooker -- 12. Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States / Meryl P. Gardner -- 13. The Role of Affect in Political Advertising: Voter Emotional Responses to the Nonverbal Behavior of Politicians / Basil G. Englis -- 14. How to Advertise Price / Robert M. Schindler -- 15. Is Health Behavior Consumer Behavior? Health Behavior Determinants, Audience Segmentation, and Designing Media Health Campaigns / Michael Slater and June Flora -- 16. Warning Label Location, Advertising, and Cognitive Responding / Eddie M. Clark and Timothy C. Brock -- 17. Advertising, Weight Loss, and Eating Disorders / Larry Percy and Martin R. Lautman.