Cognitive ProcesseS Initiated by Exposure to Advertising
Abstract
Research on communication effects, as with most research areas, may be viewed as progressing through a series of research stages. Each stage is defined by a particular research focus that has resulted both from the knowledge gained and the theoretical or methodological problems identified in the previous stage. In examining communication effects, each successive stage has moved toward a more detailed exposition of the mental processes that intervene between exposure to a communication and its resulting impact on an individual’s evaluation of or reaction to the communication topic.
Fields of Study & Subjects
Media Influence and Health
Consumer Behavior in Brand Consumption and Identification
Marketing and Advertising Strategies
Publication details
- Journal / source
- Information Processing Research in Advertising
- Publisher
- Routledge
- Pages
- 13–42
- Publication date
- 17 July 2026
- Language
- EN
- Document type
- Book chapter