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Diversity in Advertising: Broadening the Scope of Research Directions
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. ...more
Hardcover, 472 pages
Published February 23rd 2004 by Psychology Press
(first published January 1st 2004)
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A fascinating look at a variety of studies done in the field of advertising in order to understand the impact of diversity on consumer behavior. Many of the studies in the book had significant overlap, which, on the one hand, provided a thorough picture of the type of work being done, but on the other hand, didn't impart much new information. I think this book would have been better if it not only included the various research and case studies done on the topic of diversity in advertising, but ...more