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The advertising effect : how to change behaviour / Adam Ferrier with Jennifer Fleming.

By: Ferrier, Adam [author.]Contributor(s): Fleming, Jennifer (Jennifer A.)Material type: TextTextPublisher: South Melbourne, Vic. Oxford University Press, 2014Description: xviii, 213 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780195593921 (paperback); 0195593928 (paperback)Subject(s): Advertising -- Psychological aspects | Consumer behavior | Branding (Marketing) | Influence (Psychology)DDC classification: 659.1019 LOC classification: HF5822 | .F47 2014
Contents:
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.
Holdings
Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 659.1019 FER (Browse shelf(Opens below)) Available 06183026
Total reservations: 0

Includes bibliographical references.

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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