附註:Includes bibliographical references and indexes.
Part I. Historical Perspectives on Diversity and Advertising : Where We've Been and Where We are -- 1. Diversity in Advertising : A Summary and Research Agenda / Wei-Na Lee, Carrie La Ferle and Jerome D. Williams -- 2. Science for Sale : Psychology's Earliest Adventures in American Advertising / Ludy T. Benjamin, Jr. -- Part II. The Dark Side of Diversity in Advertising : Discrimination, Prejudice, and Bias -- 3. On The Predictive Utility of the Implicit Association Test : Current Research and Future Directions / Michael J. Sargent -- 4. Demystifying the Nonconscious : Unintentional Discrimination in Society and the Media / Robert W. Livingston -- 5. Interethnic Ideology in Advertising : A Social Psychological Perspective / Christopher Wolsko, Bernadette Park, and Charles M. Judd, Bernd Wittenbrink -- 6. It's Not Just What You Think, It's Also How You Think : Prejudice as Biased Information Processing / Patrick T. Vargas, Denise Sekaquaptewa, William von Hippel -- 7. The Transmission of Prejudice : What Do Our Marketing Strategies Really Reinforce? / David W. Schumann -- 8. When Perceptions Affect Broadcasting In The Public Interest : Advertising Media Buyers As An Economic Hurdle for Black-Oriented Radio Stations / Caryl A. Cooper -- 9. Language In Multicultural Advertising : Words And Cognitive Structure / David Luna, Laura A. Peracchio -- 10. Ethnic Influences on Communication Patterns : Word-of-Mouth, Traditional and Non-traditional Media Usage / Wei-Na Lee, Carrie La Ferle, and Marye Tharp -- 11. Discovering Brand Equity through Psycho-Linguistic Methods / Robert Pennington -- Part IV. The Influencing Role of Social and Information Contexts In Diversity in Advertising -- 12. Consumer Distinctiveness and Advertising Persuasion / Sonya A. Grier, Anne M. Brumbaugh -- 13. Diversity In Advertising : The Influence Of Contextual Conditioning Effects On Attitudes / Johan de Heer (1), Sjaak (J.). G. Bloem (2) & Sofie E.W.M. Paijmans (3) -- Part V. The Influencing Rol
摘要:"All successful advertisers in the 21st century must understand the importance of diversity in American society. At the core of this is the recognition and acknowledgment of an inclusive society. Characteristics such as gender, age, ethnicity, lifestyle orientation, etc., are extremely important to advertisers and must be considered in their planning for effective marketing communication. For instance, people over 30 make up our largest population segment, and over one fourth of Americans now identify themselves as something other than White. Advertisers hoping to attract these diverse groups of consumers must build relationships with them by understanding the values and multiple identities with which they identify. More sophisticated advertising and marketing insights and tools based on contemporary, cutting edge research and methodologies are needed." "This important volume edited by leaders in consumer psychology and advertising, has research contributions from 24 chapter authors. It grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology (SCP). This book will appeal to students, teachers, and practitioners in the fields of Consumer Psychology, Marketing, Advertising, and Business."--Jacket.
