New PDF release: Freud en Madison Avenue (La investigación motivacional y la

By Lawrence R. Samuel

ISBN-10: 6078406728

ISBN-13: 9786078406722

A mediados del siglo xx, muchos ejecutivos de advertising and marketing intentaron responder esta pregunta recurriendo a las teorías de Sigmund Freud. El psicoanálisis freudiano se convirtió, así, en los angeles herramienta más poderosa del publicista, al prometer sondear el inconsciente de los compradores para tener acceso a los deseos ocultos tras las decisiones de compra. Centrándose en los angeles fascinante vida de los brillantes hombres y mujeres que llevaron las teorías y las prácticas psicoanalíticas desde Europa hasta Madison street, Lawrence R. Samuel relata cómo los publicistas transformaron los angeles cultura estadounidense de l. a. posguerra. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, y el padre de los angeles investigación motivacional, el psicólogo austríaco Ernest Dichter, adaptaron técnicas sociológicas, antropológicas y psicológicas para orientar a sus clientes sobre los angeles mejor manera de promover sus bienes de consumo. Algunas herramientas que introdujeron estos investigadores motivacionales, stories como los grupos de enfoque, todavía se utilizan en los angeles actualidad.

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Extra info for Freud en Madison Avenue (La investigación motivacional y la publicidad subliminal en América)

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49 vs. The results regarding purchase intentions differ across the considered categories. 70 vs. 038). 30 vs. 667). As described above, we controlled for category involvement. 95 vs. 76 vs. 555). 5 Conclusions In this paper, we examined the effect of the size of models depicted in ads on self-assessed appearance self-esteem by investigating previous research and analyzed its effect on evaluations of ads, products, and purchase intentions by considering previous research and conducting an additional experiment.

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And H. K. ) R. Bechtel, R. Marans, W. Michelson, New York: Van Nostrand Reinhold, 162-190. Coeterier, J. F. (1983), “A Photo Validity Test,” in: Journal of Environmental Psychology, 3(4), 315323. Edell, J. A. and M. C. Burke (1987), “The Power of Feelings in Understanding Advertising Effects,” in: Journal of Advertising Research, 14(3), 421-433. Frijda, N. H. ) L. Berkowitz, New York: Academic Press, 4, 167-224. Emotional Responses to Nature in Advertising and Real Nature 27 Frumkin, H. (2003), “Reviewing the Evidence.

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Freud en Madison Avenue (La investigación motivacional y la publicidad subliminal en América) by Lawrence R. Samuel

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