The Psychology of Advertising
This book provides a clear overview of theory and research in consumer psychology, focusing on how advertising influences consumers' thoughts, feelings, and behavior. It links scientific theories to practical examples from the marketing sector.
New Content in the Fourth Edition
- A chapter on social media advertising, including the role of brands and influencers in consumer decisions.
- Extensive attention to the impact of advertising psychology on business results and consumer behavior.
- Analysis of how the COVID-19 pandemic has influenced the field.
- Description of online and offline advertising effects, with explanations of digital footprints and microtargeting.
Additional Features
- Glossary with key concepts.
- Updated examples and illustrations.
Language and Usage
This Dutch and/or English-language learning material is suitable for advanced bachelor and master students in consumer psychology, consumer behavior, marketing psychology, and advertising. Also relevant for professionals in marketing communication, digital marketing, and business.
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