Download Creating Images and the Psychology of Marketing by Lynn R. Kahle, Chung-Hyun Kim PDF

By Lynn R. Kahle, Chung-Hyun Kim

Книга growing photos and the Psychology of selling verbal exchange developing pictures and the Psychology of selling conversation Книги Психология, философия Автор: Lynn R. Kahle, Chung-Hyun Kim Год издания: 2006 Формат: pdf Издат.:Lawrence Erlbaum affiliates Страниц: 440 Размер: 3,6 ISBN: 0805852166 Язык: Английский0 (голосов: zero) Оценка:The goal of constructing pictures and the Psychology of promoting verbal exchange is to strengthen the knowledge of the concept that of photograph because it is utilized to varied components of curiosity. It additionally serves to satisfy the starting to be curiosity in image-related experiences by means of the general public and lecturers, and gives an leading edge and holistic method of the research of photo. The textual content displays the significance of name leveraging because the sections hide in-depth dialogue on cross-country and tourism photos, company and sponsorship photographs, person and superstar photographs, and cultural and social photographs. It presents a accomplished and holistic examine the concept that of snapshot: the themes variety from theories of snapshot inventive to different snapshot reports on a rustic, company, and person point. The sections conceal the key themes presently being debated in snapshot advertising and the psychology of communications. a number of new and leading edge thoughts also are brought within the book.Creating photographs and the Psychology of promoting conversation is meant for lecturers and students (including scholars) within the interdisciplinary fields of buyer psychology, advertising, and verbal exchange

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Additional info for Creating Images and the Psychology of Marketing Communication

Sample text

He received his MA degree in advertising from the Michigan State University in 2000. His areas of interest include advertising strategy and consumer behavior. As a freelance columnist and reporter, he writes regularly on advertising. This page intentionally left blank Part I—Theories of Image This section provides an overview of the theoretical and conceptual frameworks on the mental representation and creation of image from various perspectives. The authors of individual chapters discuss the creation, processes, and constructs of mental imagery and seek to understand further image and consumer behavior.

Evaluation processes are central to the accomplishment of strategic brand image functions to the extent that product evaluations are necessary prior to purchase and that brand image is evoked in product evaluations. Recent models of evaluation (Boush & Loken, 1991; Fiske & Pavelchak, 1986) suggest that people form attitudes toward products using two kinds of evaluation processes. One kind of process involves making inferences and combining individual attributes in some way; the other involves matching an object with a known category.

In this context, a brand name such as GE is considered as the label of a category consisting of all GE products. The value of treating a brand as a category is that the categorization literature provides a rigorous consideration of the structure of attributes, objects, and concepts. Mervis and Rosch (1981) stated that “a category exists whenever two or more distinguishable objects are treated equivalently” (p. 89). However, the nonequivalence of category members, or graded structure, sets categories apart from unordered sets (Rosch, Simpson, & Miler, 1976; Smith, Shoben, & Rips, 1974).

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