Description
The Psychology of Advertising by Bob M Fennis and Wolfgang Stroebe is a comprehensive examination of the psychological mechanisms underlying advertising effectiveness. The authors blend scientific research with practical applications to explain how advertisements persuade audiences through cognitive biases, emotional triggers, and social influence principles.
This non-fiction work delves into key psychological concepts including message framing, source credibility, elaboration likelihood, and persuasion tactics. Readers will discover why certain advertisements resonate with consumers while others fail to impact behavior. The book covers both traditional and digital advertising contexts, making it relevant for modern marketers, psychologists, and anyone interested in understanding persuasion dynamics.
Drawing on decades of psychological research, Fennis and Stroebe provide actionable frameworks for creating more effective advertising campaigns while also offering consumers insight into the techniques used to influence their purchasing decisions.
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