The authors of this book explore the psychological and logistical factors embedded in each advertising medium which greatly create an impact to the consumer audience.
Marketers, advertising agents, and students will find this book beneficial because it tackles the mystery behind how advertising, particularly, subliminal advertising, influence people.The authors argue on self image and brand image and state that adverstising is not all about producing differences in the images of brands but on changing who people see in their minds' eye as the common consumer of the brand. The authors exposes the ways and manners for maximizing the effectiveness of advertisements and provides valuable insights on how to create a unique and consistent style in selling products.Gardner, Meryl Paula.
“Mood States and Consumer Behavior: A Critical Review.” The Journal of Consumer Research 12.3 (1985): 281-300. Print.Mood states are a specific set of affective factors which form a part of all marketing mechanisms.
They influence consumer behavior in many ways such as exposure to advertisements and selection of brands. Mood states are deemed to be transitorial and easily impacted by things like the physical surroundings that may affect consumers' moods at the time of purchase and the slight interventions from communications strategies upon the exposure to the advertisements.The author employs a conceptual framework and reviews psychological literatures to o determine the implications of mood states in consumer behavior.She discussses the scope and limitations of the effects of mood states in behavior, evaluation and recall while dwelling on three areas: point of purchase stimuli, service encounters, and communications. The author also explains the possible viability of mood-related approaches to marketing practice.
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