LEADER 00000cam 2200349 i 4500
001 2014469227
003 DLC
005 20150313130350.0
008 141014s2014 vraa b 000 0 eng
020 9780195593921
020 0195593928
035 (OCoLC)ocn865573274
040 AU@|beng|cAU@|erda|dCDX|dUKMGB|dYDXCP|dOCLCO|dTXI|dOCLCF
|dBDX|dDLC|dUK-RwCLS
050 HF5822|b.F47 2014
082 04 659.1019|223
100 1 Ferrier, Adam,|eauthor.
245 14 The advertising effect :|bhow to change behaviour /|cAdam
Ferrier with Jennifer Fleming.
264 1 South Melbourne, Victoria, Australia :|bOxford University
Press,|c2014.
300 xviii, 213 pages :|billustrations ;|c23 cm
336 text|2rdacontent
337 unmediated|2rdamedia
338 volume|2rdacarrier
505 0 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.
650 0 Advertising|xPsychological aspects.
650 0 Consumer behavior.
650 0 Branding (Marketing)
650 0 Influence (Psychology)
700 1 Fleming, Jennifer|q(Jennifer A.),|eauthor.
