The Psychology of Advertising

This book discusses key topics from social and consumer psychology. Questions are addressed such as: What impact does advertising have on consumer behaviour? How do consumers make sense of advertising messages? What messages get across and why?

Bob M. Fennis works as a Professor in Cognitive Behaviour at the Department of Marketing at Groningen University. His research interests include persuasion, social influence processes and the dynamics of "automatic" consumer behaviour. His research focuses on such issues as the effectiveness of marketing and selling techniques, advertising effects, and nonconscious influences on consumer goal pursuit and purchase behaviour. Wolfgang Stroebe is Professor of Social Psychology at Utrecht University. He is a former president of the European Association of Social Psychology, a Fellow of numerous psychological societies (e.g., BPS, APS) and co-editor (with Miles Hewstone) of the European Review of Social Psychology. One of his major research interests is strategies of attitude and behaviour change, and he has published widely on this topic.