附註:Includes bibliographical references (pages 197-208) and index.
What Facilitates, and What Makes Persuasion Difficult? -- Rationality, Symbolism, and Emotion in Persuasion -- Association with Social Norms, Values and Valued Images -- Solidarity with Others -- Status and Prestige -- Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory) -- and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning) -- Hierarchy of Effects Models -- the Elaboration Likelihood Model -- the Persuasive Communication Approach -- Consistency Theory -- Psychoanalytic Psychology -- Zaltman Metaphor Elicitation Technique (ZMET) -- Psychology of the Adaptive Unconscious.
摘要:A practical and in-depth guide to the art of advertising persuasion, this book explains how advertising works and sets out strategies for advertisers to adopt, drawing on research, concepts and case examples from the US and Europe.
