Research Catalog

Title

Diversity in advertising : broadening the scope of research directions / edited by Jerome D. Williams, Wei-Na Lee, Curtis P. Haugtvedt.

Publication

Mahwah, N.J. : Lawrence Erlbaum, 2004.

Items in the Library & Off-site

Details

Additional Authors

• Haugtvedt, Curtis P., 1958-
• Lee, Wei-Na, 1957-
• Williams, Jerome D., 1947-

Description

xxi, 447 pages : illustrations; 24 cm.

Summary

"All successful advertisers in the 21st century must understand the importance of diversity in American society. At the core of this is the recognition and acknowledgment of an inclusive society. Characteristics such as gender, age, ethnicity, lifestyle orientation, etc., are extremely important to advertisers and must be considered in their planning for effective marketing communication. For instance, people over 30 make up our largest population segment, and over one fourth of Americans now identify themselves as something other than White. Advertisers hoping to attract these diverse groups of consumers must build relationships with them by understanding the values and multiple identities with which they identify. More sophisticated advertising and marketing insights and tools based on contemporary, cutting edge research and methodologies are needed." "This important volume edited by leaders in consumer psychology and advertising, has research contributions from 24 chapter authors. It grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology (SCP). This book will appeal to students, teachers, and practitioners in the fields of Consumer Psychology, Marketing, Advertising, and Business."--Jacket.

Series Statement

Advertising and consumer psychology

Uniform Title

Advertising and consumer psychology.

Subjects

• USA
• Kongress > San Antonio (Tex.) > 1999
• Communication en marketing
• Werbung
• Advertising > Psychological aspects
• Consommateurs > Attitudes
• Reclame
• Publicité > Aspect psychologique
• Psychologische aspecten
• Consumers > Attitudes
• Soziale Ungleichheit
• Culturele verschillen
• Communication in marketing

Genre/Form

Kongress – San Antonio (Tex.) – 1999.

Bibliography (note)

• Includes bibliographical references and indexes.

ISBN

• 0805847944
• 9780805847949

LCCN

2003022327

Owning Institutions

Princeton University Library