Impact of Television Advertising on Consumers

Exploring the Impact of Television Advertising on Consumer Behavior

Authors

  • Rahmath Afshaw Author
  • Abhishek Mathur Author

Keywords:

television advertising, consumers, effects, likeability, choice behavior, advertising attitudes, advertising effectiveness, recall, liking, creativity, marketing, cultural contradictions, advertising and the American dream

Abstract

Smith, E.G., Meurs, L. V., andNeijens, P.C. (2006) "Effects of Advertising Likeability: A 10-YearPerspective". Journal ofAdvertising Research, 46, 1 (2006): 73-83. Ajzen, I., & Fishbein, M. (1980)."Understanding attitudes and predicting social Behavior". Toronto,Ontario: Prentice-Hall. Gorn, G.J. "The Effectsof Music in Advertising on Choice Behavior: A ClassicalConditioning    Aroach". Journalof Marketing, 46(1982): 94-101. Smith, E.G., Meurs, L. V., andNeijens, P.C. (2006) "Effects of Advertising Likeability: A 10-YearPerspective". Journal ofAdvertising Research, 46, 1 (2006): 73-83. Ninan (2008) Pester Power-Emerging NewDimensions, Advertising Express, October. Mehta, A.(2000)."Advertising attitudes and advertising effectiveness".Journal of Advertising Research, 40: 6772. Stone, G., Besser, D. and Lewis,L.(2000) "Recall, liking and creativity in TV commercials: a newapproach". Journal ofAdvertising Research. , 40(2000): 7-18. Kotler, P., and Armstrong, G.(2008)."Principles of marketing" 12th ed., Pearson Prenticehall, 396-398. Bell, D. (1976) The CulturalContradictions of Capitalism. Basic books Inc., New York. NY. 10.        Marchand, R. (1985) Advertising and theAmerican Dream: Making way for Modernity, 1920-1940. University of CaliforniaPress, CA.

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Published

2015-02-01