Author Description

Theoretical Research On Advertising Effects At The Individual Level Has Focused Almost Entirely On The Effects Of Advertising Exposure On Attitudes And The Mediators Of Attitude Formation And Change. This Focus Implicitly Assumes Attitudes Are A Good Predictor Of Behavior, Which They Generally Are Not, And Downplays The Role Of Memory, In That, There Is Generally A Considerable Amount Of Time Between Advertising Exposure And Purchase Decisions In Most Marketing Situations. Recently, A Number Of Researchers Have Developed Conceptual Models Which Provide An Explicit Link Between Two Separate Eve Pt. I. Advertising Exposure And Choice -- Pt. Ii. Psychological Processes In Persuasion -- Pt. Iii. Behavioral Models Of Advertising Effects -- Pt. Iv. Measuring Advertising Effectiveness. Edited By Andrew A. Mitchell. Papers Presented At The Eighth Annual Advertising And Consumer Psychology Conference, Held At The Leo Burnett Co., Toronto, In May 1989. Includes Bibliographical References And Indexes.