| Contents |
First 90 years of advertising research -- Modeling the effectiveness of advertising in contemporary markets -- How readers process newspaper advertising -- Psychology of comparative advertising -- Attention as an epiphenomenon -- Gender differences in cortical organization -- Theory and method in the study of ad and brand attitudes -- Effect of music on brand attitudes -- Test of schema correspondence theory of persuasion -- Music and spokesperson effects on recall and cognitive response to a radio advertisement -- Responses to emotional and informational appeals -- Role of affect in political advertising -- How to advertise price -- Is health behavior consumer behavior? -- Warning label location, advertising, and cognitive responding -- Advertising, weight loss, and eating disorders. |
