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Automatyczny wpływ reklamy na postawy i zachowania konsumentów

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Ossowska J.
Pieniądze i Więź
|
2012
|
vol. 15
|
issue 3(56)
56-69
EN
The article aims to show automatic influence of advertising messages on attitudes and, consequently, the behavior of consumers. The Author discusses the less rational consumer behavior, automatic processes of building and changing consumer attitudes, and heuristics used to support the automatic impact of advertising. Article also draws attention to individual differences in perception of advertising and the impact of these messages on cognitive functioning and behavior of the recipient.
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