The Psychology of Advertising

The book offers a comprehensive overview of theory and research in consumer psychology, exploring 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.

Cartea ofera o prezentare generala cuprinzatoare a teoriei si cercetarii in psihologia consumatorului, explorand modul in care publicitatea influenteaza gandurile, emotiile si actiunile consumatorilor. Aceasta leaga teoriile psihologice si rezultatele cercetarilor empirice de exemple din viata reala, aratand cum cercetarea stiintifica poate informa practica de marketing.