机读格式显示(MARC)

• 000 01978cam a22003617i 4500

• 001 0000526545

• 003 SCNU

• 005 20141210162600.0

• 008 141014s2014 vraa b 000 0 eng

• 010 __ |a 2014469227

• 020 __ |a 9780195593921 (paperback)

• 020 __ |a 0195593928 (paperback)

• 040 __ |a AU@ |b eng |c AU@ |e rda |d CDX |d UKMGB |d YDXCP |d OCLCO |d TXI |d OCLCF |d BDX |d DLC

• 042 __ |a anuc |a lccopycat

• 050 00 |a HF5822 |b .F47 2014

• 082 04 |a 659.1019 |2 23

• 093 __ |a F713.55 |2 5

• 100 1_ |a Ferrier, Adam, |e author.

• 245 14 |a The advertising effect : |b how to change behaviour / |c Adam Ferrier with Jennifer Fleming.

• 264 _1 |a South Melbourne, Vic. |b Oxford University Press, |c 2014.

• 300 __ |a xviii, 213 pages : |b illustrations ; |c 23 cm.

• 336 __ |a text |2 rdacontent

• 337 __ |a unmediated |2 rdamedia

• 338 __ |a volume |2 rdacarrier

• 504 __ |a Includes bibliographical references.

• 505 0_ |a 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.

• 650 _0 |a Advertising |x Psychological aspects.

• 650 _0 |a Consumer behavior.

• 650 _0 |a Branding (Marketing)

• 650 _0 |a Influence (Psychology)

• 700 1_ |a Fleming, Jennifer.

• 920 __ |a 242430 |z 2

• 950 __ |a SCNU |f F713.55/F391