Creating Images and the Psychology of Marketing Communication.

Creating Images and the Psychology of Marketing Communication Advertising and Consumer Psychology A Series sponsored by the Society for Consumer Psychology Aaker/Biel: Brand Equity & Advertising: Advertising’s Role in Building Strong Brands (1993) Clark/Brock/Stewart: Attention, Attitude, and Affect in Response Advertising (1994) Englis: Global and Multi-National Advertising (1994) Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical and Practical Perspectives (1997) Haugtvedt/Machleit/Yalch: Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World (2005) Kahle/Chiagouris: Values, Lifestyles and Psychographics (1997) Kahle/Kim: Creating Images and the Psychology of Marketing Communication Kahle/Riley: Sports Marketing and the Psychology of Marketing Communications (2003) Kardes/Herr/Nantel: Applying Social Cognition to Consumer-Focused Strategy (2005) Mitchell: Advertising Exposure, Memory, and Choice (1993) Schumann/Thorson: Advertising and the World Wide Web (1999) Scott/Batra: Persuasive Imagery: A Consumer Response Perspective (2003) Shrum: The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion (2004) Thorson/Moore: Integrated Communication: Synergy of Persuasive Voices (1996) Wells: Measuring Advertising Effectiveness (1997) Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening the Scope of Research Directions (2004) Creating Images and the Psychology of Marketing Communication Edited by Lynn R. Kahle University of Oregon, USA & Chung-Hyun Kim Sogang University, S. Korea LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2006 Mahwah, New Jersey London Copyright © 2006 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 www.erlbaum.com Cover design by Tomai Maridou CIP information for this volume may be obtained by contacting the Library of Congress ISBN 0-8058-5216-6 (cloth : alk. paper) Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 ... - tailieumienphi.vn