Fennis, Bob M (Professor, Stroebe, Wolfgang (Emeritus Professor
Description
The book offers a comprehensive overview of theory and research in consumer psychology, exploring how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.
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‘The Psychology of Advertising - Fennis, Bob M (Professor, Stroebe, Wolfgang (Emeritus Professor’.
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