Theses, Dissertations, and Capstone Projects

Year of Award

1990

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business

Department

Business Administration

Keywords

marketing, behavior, predictability, research, psychology

Abstract

Advertising is an instrument used to capture the attention of the consumer so that brand name, information, and persuasive arguments will be perceived, remembered, and acted upon.

In recent years, with the same information available to all marketers, ad agencies are compelled to go beyond mere numbers to maintain a competitive edge. With rising costs of advertising and with so many products so similar that differentiating one brand from another is critical. Many ad agencies have gone beyond simple observation, to putting consumers on the couch, to scrutinizing ads themselves.

Consumer psychology is a growing field; it has been defined as the application of social psychology to the problem of consumer buying and the factors that influence such behavior.

A topic of concern in consumer psychology is the way in which advertising affects behavior. How do the advertisers go about the process of winning acceptance and loyalty? What psychological principles are at work?

Document Type

Restricted Thesis

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