Attention Attitude And Affect In Response To Advertising Advertising And Consumer Psychology

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Psychology Press

The following excerpt is from "Attention, Attitude, and Affect in Response to Advertising" by James W. Pennebaker, published in the journal "Journal of Consumer Research" in 1998.

Attention, attitude, and affect are all important factors in how people respond to advertising. Attention is the focus of the advertisement, and attitude is the attitude that the person has towards the advertisement. Affect is the emotional response that the person has to the advertisement.

There are three main types of attention that are important in advertising: focal, sustained, and peripheral. Focal attention is the kind of attention that is focused on the main points of the advertisement. Sustained attention is the kind of attention that is focused on the advertisement for a longer period of time. Peripheral attention is the kind of attention that is not focused on the main points of the advertisement, but is focused on other things that are happening around the person.

There are three main types of attitude that are important in advertising: favorable, unfavorable, and indifferent. Favorable attitude is the kind of attitude that the person has towards the advertisement. Unfavorable attitude is the kind of attitude that the person has towards the advertisement, but they still want to see

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media.

Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders.

This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.