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The Resource Emotion in advertising : theoretical and practical explorations, edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky

Emotion in advertising : theoretical and practical explorations, edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky

Label
Emotion in advertising : theoretical and practical explorations
Title
Emotion in advertising
Title remainder
theoretical and practical explorations
Statement of responsibility
edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky
Contributor
Subject
Emotion in advertising : theoretical and practical explorations, edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky
Label
Emotion in advertising : theoretical and practical explorations, edited by Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky
Publication
Note
Papers presented at a conference held in May 1988, sponsored by Lowe Marschalk, Inc
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Bibliography note
Includes bibliographical references and index
Contents
  • Emotion in advertising : an agency point of view / Stuart J. Agres -- On using classical conditioning methods for researching the impact of ad-evoked feelings / Chris T. Allen and Terence A. Shimp -- Individual responses to advertising : mood and its effects from an information processing perspective / Thomas K. Srull -- A micro approach to studying feeling responses to adverising : the case of warmth / David A. Aaker and Douglas M. Stayman -- Transformational advertising : current state of the art / Christopher P. Puto and Robert W. Hoyer -- Fear appeals in advertising : an emotion attribution approach / Malcolm C. Smith, Kristina A. Frankenberger, and Lynn R. Kahle
  • Facing up to the challenge of measuring emotional response to advertising / Trent H. Punnett and Richard W. Pollay -- Ad-specific emotional responses to advertising / J. Edward Russo and Debra L. Stephens -- Communication and arousal of emotion : some implications of facial expression research for magazine advertisements / Fairfid M. Caudle -- Influences on emotional response to commercials of different executional styles / Cheon-Soung Park and Esther Thorson -- When are feelings generated? : assessing the presence and reliability of feelings based on storyboards and animatics / Ronald C. Goodstein, Julie A. Edell, and Marian Chapman Moore
  • Does what we see influence how we feel? : felt emotions versus depicted emotions in television commercials / Patricia A. Stout, Pamela M. Homer, and Scott S. Liu -- Affect and attitudes in advertising : the impact of brand name and product category introductory position / Julie A. Edell and Helen H. Anderson -- Consumer emotional reactions to television advertising and their effects on message recall / Basil G. Englis -- The memory impact of commercials varying in emotional appeal and product involvement / Thomas J. Page, Jr., Esther Thorson, and Maria Papas Heide -- A three-component model of attitude toward the ad : effects of the zipping and zapping of television commercials / T.J. Olney Rajeev Batra, and Morris B. Holbrook
  • Message effectiveness can be increased by matching appeals to recipients' self-schemas : laboratory demonstrations and a national field experiment / Timothy C. Brock, Laura A. Brannon, and Carol Bridgwater -- The relationship between advertising and consumers' moods : a synergistic approach / Ronald Paul Hill and Debra L. Stephens -- Consumer psychology's potential contribution to social science / John C. Maloney
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Dimensions
25 cm.
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{'f': 'http://opac.lib.rpi.edu/record=b1214339'}
Extent
xviii, 383 p.
Isbn
9780899305370
Isbn Type
(lib. bdg. : alk. paper)
Lccn
90-30018
Other physical details
ill.

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