Beschrijving

Sponsored by the Society for Consumer Psychology, this vol. synthesizes & advances existing knowledge of consumer response to visuals using an interdisciplinary perspective. For those interested in consumer psych, advertising, mktg, visual comm.

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.

Written in a non-technical language, this volume is divided into four sections:

• Image and Response – illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of \