The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion

2nd Edition

L. J. Shrum

Routledge
Published May 31, 2017
Reference - 364 Pages
ISBN 9781138110601 - CAT# Y337221

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Summary

In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.

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