478 Pages 52 B/W Illustrations
    by Routledge

    478 Pages 52 B/W Illustrations
    by Routledge

    The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

    Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book.

    Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.


    1. Setting the Stage
    The Origins of Modern-day Advertising

    Advertising in Practice: The Nuts and Bolts of the Industry 
    The Functions of Advertising 
    The Effects of Advertising: A Psychological Perspective 
    Consumer Responses 
    Source and Message Variables in Advertising 
    Advertising in Context: Integrated Marketing Communications and the Promotional Mix 
    Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness 
    Plan of the Book
    Summary and Conclusions

    2. How Consumers Acquire and Process Information from Advertising
    Preattentive Analysis
    Focal Attention
    Elaborative Reasoning
    Summary and Conclusions

    3. How Advertising Affects Consumer Memory
    The Structure and Function of Human Memory
    Implications for Advertising
    Can Advertising Distort Memory?
    Summary and Conclusions

    4. How Consumers Form Attitudes Towards Products
    What is an Attitude? A Matter of Contention
    Attitude Strength
    Attitude Formation
    Attitude Structure
    The Functions of Attitudes and Attitude Objects
    Summary and Conclusions

    5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude Change
    The Yale Reinforcement Approach
    The Information Processing Model of McGuire
    The Cognitive Response Model
    Dual Process Theories of Persuasion

    Assessing the Intensity of Processing
    Simplifying Dual Process Theories: The Unimodel

    Self-Validation: A New Process of Persuasion
    Strategies to Attract Attention to Advertising
    Strategies to Lower Resistance to Advertising
    Summary and Conclusions

    6. How Advertising Influences Buying Behaviour
    The Attitude–Behaviour Relationship: A Brief History
    Predicting Specific Behaviour: The Reasoned Action Approach
    Narrowing the Intention–Behaviour Gap: Forming Implementation Intentions
    Implications for Advertising
    Beyond Reasons and Plans: The Automatic Instigation of Behaviour
    Implications for Advertising: The Return of the Hidden Persuaders
    Summary and Conclusions

    7. Beyond Persuasion: Achieving Consumer Compliance Without Changing Attitudes
    Social Influence and Compliance Without Pressure                        
    The Principle of Reciprocity
    The Principle of Commitment/Consistency
    The Principle of Social Validation
    The Principle of Liking
    The Principle of Authority
    The Principle of Scarcity
    The Principle of Confusion
    Mindlessness Revisited: The Limited-Resource Account
    Summary and Conclusions

    8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and Choice
    Features of Online Advertising
    When does Online Advertising Promote Persuasion?
    How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious Processes
    Supplementing Regular Online Advertising: Persuasion via Decision Support Systems
    Unintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising)
    Beyond Online Advertising: Persuasion via Online Interpersonal Communication
    Summary and Conclusions

    Author Index

    Subject Index


    Bob M. Fennis is Professor of Consumer Behaviour at the University of Groningen, the Netherlands. He has published extensively on the psychology of persuasion and social influence and the role of consumer self-regulation in these processes.

    Wolfgang Stroebe

    , Professor Emeritus of Utrecht University, is now Visiting Professor at the University of Groningen, the Netherlands. He has (co-)authored numerous books and scientific articles on social and health psychology.

    'Fennis and Stroebe wrote the essential introduction for anyone who wants to understand how advertising really works. There is no other text like this.' Luk Warlop, BI Norwegian Business School and President of the European Marketing Academy  

    Praise for previous edition:

    'As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable.' Dinah Bisdee, King's College London, UK, in Social Psychological Review

    'The Psychology of Advertising is a rich source of ideas about methodology, theory and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services and political communication who are interested in responding to Dill Scott’s call for educating practitioners in psychology.' – Debra Merskin, University of Oregon, USA, in PsycCRITIQUES

    'This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness.' Frank R. Kardes, College of Business, University of Cincinnati, USA

    'This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it and enjoyed it greatly!'

    Peeter Verlegh, Vrije Universiteit Amsterdam, the Netherlands