The Resource Consumer behavior and advertising involvement : selected works of Herbert E. Krugman, [edited by] Edward P. Krugman

Consumer behavior and advertising involvement : selected works of Herbert E. Krugman, [edited by] Edward P. Krugman

Label
Consumer behavior and advertising involvement : selected works of Herbert E. Krugman
Title
Consumer behavior and advertising involvement
Title remainder
selected works of Herbert E. Krugman
Statement of responsibility
[edited by] Edward P. Krugman
Creator
Contributor
Subject
Language
eng
Member of
Cataloging source
DLC
http://library.link/vocab/creatorName
Krugman, Herbert
Illustrations
illustrations
Index
index present
LC call number
HF5822
LC item number
.K78 2008
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Krugman, Edward
Series statement
Marketing and consumer psychology series.
http://library.link/vocab/subjectName
  • Advertising
  • Consumer behavior
  • Reclame
  • Consumentengedrag
  • Psychologische aspecten
  • Werbung
  • Verbraucherverhalten
  • Werbepsychologie
  • Advertising
  • Consumer behavior
  • Werbepsychologie
  • Verbraucherverhalten
Label
Consumer behavior and advertising involvement : selected works of Herbert E. Krugman, [edited by] Edward P. Krugman
Instantiates
Publication
Bibliography note
Includes bibliographical references and indexes
Contents
  • I. Themes. The learning of tastes -- The learning of consumer preference -- An application of learning theory to TV copy testing -- Some applications of pupil measurement -- A comparison of physical and verbal responses to television commercials -- The impact of television advertising: learning without involvement -- The measurement of advertising involvement -- Psychological perspectives in marketing strategy -- Processes underlying exposure to advertising -- Television and trust in rationality -- What's a Krugman connection? -- II. Brain waves. Flicker fusion frequency as a function of anxiety reaction: an exploratory study -- Passive learning from television -- Mass media and mental maturity -- "Temporary" effects of communication -- Brain wave measures of media involvement -- Why three exposures may be enough -- What makes advertising effective? -- Memory without recall, exposure without perception -- Toward an ideal TV pre-test -- The two brains: new evidence on TV impact -- Media imagery: perception after exposure -- A question of speed of communications -- Sustained viewing of television -- The effective use of physiological measurement in advertising research -- Next steps. A productive approach to measuring effective frequency -- The two futures of advertising research: images vs. messages -- Beyond recall -- Measuring memory: an industry dilemma -- A personal retrospective on the use of physiological measures of advertising response
  • III. Corporate advertising. Adapting existing survey data banks to social indicator purposes -- Innovations in public opinion research -- Public attitudes toward private enterprise and business -- How to misinterpret public opinion research and underestimate the potential of corporate advertising -- Understanding public response to massive new technologies -- Measuring progress -- Tracking the effects of corporate advertising -- Corporate advertising as " thought provoking" messages -- Repetition revisited: application of the three exposure theory to corporate advertising -- Television program interest and commercial interruption -- IV. Methods and observations. The "Draw a supermarket" technique -- The role of magazines in American: today and tomorrow -- Fast learning and slow forgetting of advertising campaigns -- Limits of attention to advertising -- High resolution television and video games of the future: some psychological implications -- Some consequences of high definition television -- Consumer behavior -- Sociology and consumer behavior -- Pavlov's dog and the future of consumer psychology
Dimensions
24 cm.
Extent
344 p.
Isbn
9780805857887
Lccn
2008009298
Other physical details
ill.
System control number
  • (OCoLC)213133332
  • (OCoLC)ocn213133332
Label
Consumer behavior and advertising involvement : selected works of Herbert E. Krugman, [edited by] Edward P. Krugman
Publication
Bibliography note
Includes bibliographical references and indexes
Contents
  • I. Themes. The learning of tastes -- The learning of consumer preference -- An application of learning theory to TV copy testing -- Some applications of pupil measurement -- A comparison of physical and verbal responses to television commercials -- The impact of television advertising: learning without involvement -- The measurement of advertising involvement -- Psychological perspectives in marketing strategy -- Processes underlying exposure to advertising -- Television and trust in rationality -- What's a Krugman connection? -- II. Brain waves. Flicker fusion frequency as a function of anxiety reaction: an exploratory study -- Passive learning from television -- Mass media and mental maturity -- "Temporary" effects of communication -- Brain wave measures of media involvement -- Why three exposures may be enough -- What makes advertising effective? -- Memory without recall, exposure without perception -- Toward an ideal TV pre-test -- The two brains: new evidence on TV impact -- Media imagery: perception after exposure -- A question of speed of communications -- Sustained viewing of television -- The effective use of physiological measurement in advertising research -- Next steps. A productive approach to measuring effective frequency -- The two futures of advertising research: images vs. messages -- Beyond recall -- Measuring memory: an industry dilemma -- A personal retrospective on the use of physiological measures of advertising response
  • III. Corporate advertising. Adapting existing survey data banks to social indicator purposes -- Innovations in public opinion research -- Public attitudes toward private enterprise and business -- How to misinterpret public opinion research and underestimate the potential of corporate advertising -- Understanding public response to massive new technologies -- Measuring progress -- Tracking the effects of corporate advertising -- Corporate advertising as " thought provoking" messages -- Repetition revisited: application of the three exposure theory to corporate advertising -- Television program interest and commercial interruption -- IV. Methods and observations. The "Draw a supermarket" technique -- The role of magazines in American: today and tomorrow -- Fast learning and slow forgetting of advertising campaigns -- Limits of attention to advertising -- High resolution television and video games of the future: some psychological implications -- Some consequences of high definition television -- Consumer behavior -- Sociology and consumer behavior -- Pavlov's dog and the future of consumer psychology
Dimensions
24 cm.
Extent
344 p.
Isbn
9780805857887
Lccn
2008009298
Other physical details
ill.
System control number
  • (OCoLC)213133332
  • (OCoLC)ocn213133332

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