Preface Part I: Advertising as a Problem in Information Processing Introduction Richard Jackson Harris Part II: Basic Information-Processing Principles in Advertising Research
1. Cognitive Processes Initiated by Exposure to Advertising Andrew A. Mitchell
2. Effects of Involvement and Message Content on Information-Processing Intensity Robert E. Burnkrant and Alan G. Sawyer
3. Strategies that Influence Memory for Advertising Communications Kathryn Lutz Alesandrini
4. Visual Communication in Advertising John R. Rossiter and Larry Percy
5. Advertising Situations: The Implications of Differential Involvement and Accompanying Affect Responses Rajeev Batra and Michael L. Ray
6. Cognitive Psychology Looks at Advertising: Commentary on a Hobbit’s Adventure James Shanteau Part III: An Information-Processing Approach to Misleading Advertising
7. Introduction: “What is Misleading?” Herbert J. Rotfeld
8. A Pragmatic Approach to Truth in Advertising Andrew Garfinkel
9. Evaluative Verbal Content and Deception in Advertising: A Review and Critical Analysis Terence A. Shimp
10. Semantic and Prosodic Manipulation in Advertising Linda Coleman
11. Psycholinguistic Studies of Misleading Advertising Richard Jackson Harris, Tony M. Dubitsky and Kristin Jo Bruno
12. Effects of Prior Preference, Inferences, and Believability in Consumer Advertising Gregory E. Monaco and Donn Kaiser 13. Research on Deceptive Advertising: Commentary Ivan L. Preston. Biographical Section. Author Index. Subject Index.