Every day we are barraged with advertisements through the internet, social media, on billboards and buses as well as the advertising we receive in the mailbox. How do these advertisements work, how do they influence and affect us, what is the strategy and the psychology that businesses and advertising agencies use when marketing their products? Psychology in Advertising – a Behaviourist Perspective, puts these questions in the spotlight.
By working through the book, the reader gains insight and understanding of the psychological mechanisms that underlie the advertising and marketing of products. An understanding of behaviourism as psychological approach will follow, as well as how behaviourism is used by businesses and advertising agencies to market products.
Throughout the book there is focus on knowledge being conveyed not only through the text, but also through a series of interactive features in the form of images, film, animations and student-motivating assignments. The reader is thus actively involved in examining the issues that the book explains.
The book is designed in such a way that it can be used at several educational levels in psychology classes in upper secondary or high school, as well as further education colleges and adult education centres, or in interdisciplinary courses and projects related the topic of advertising and psychology.