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Advertising and consumer psychology

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The essays in this volume were presented at the Third Annual Conference on Advertising and Consumer Psychology. Contributed by scholars and researchers, the papers present the latest research findings in the areas of: physiological measures of consumer response to advertising; how consumers' evaluations of advertisements affects their attitudes toward the product; what the role of self is in consumers' responses to advertising; and the meanings consumers derive from advertising.

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