English Books > Psychology > Cognitive Psychology > Advertising and the Mind of the Consumer

Advertising and the Mind of the Consumer
Author: Sutherland, Max (Adjunct Professor in Consumer Behaviour, Monash University, Melbourne, Australia)
Paperback (C Format); Illustrations
264 pages
Published: October 1993
Allen & Unwin (Australia) Pty Ltd
ISBN: 1863733582
This item non-returnable. Order may not be canceled.

Examines the psychology of advertising and how advertising is received by consumers. The author has tracked, week by week, the effects of hundreds of advertising campaigns over a period of nearly ten years. The results resolve some of the apparent contradictions inherent in advertising theory.



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