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- 题名/责任者:
- The advertising effect : how to change behaviour / Adam Ferrier with Jennifer Fleming.
- 出版发行项:
- South Melbourne, Vic. Oxford University Press, 2014.
- ISBN:
- 9780195593921 (paperback)
- ISBN:
- 0195593928 (paperback)
- 载体形态项:
- xviii, 213 pages : illustrations ; 23 cm.
- 个人责任者:
- Ferrier, Adam, author.
- 附加个人名称:
- Fleming, Jennifer.
- 论题主题:
- Advertising-Psychological aspects.
- 论题主题:
- Consumer behavior.
- 论题主题:
- Branding (Marketing)
- 论题主题:
- Influence (Psychology)
- 中图法分类号:
- F713.55
- 书目附注:
- Includes bibliographical references.
- 内容附注:
- pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good.
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