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EditedEdited by
LLynnynn . KahleKahle • Chris RileyRiley
SPORTS MARKETING AND THE
PSYCHOLOGY OF MARKETING
COMMUNICATION
Advertising and Consumer Psychology
A Series Sponsored by the Society for Consumer Psychology
Aaker/Biel: Brand Equity & Advertising: Advertising’s Role in Building
Strong Brands (1993)
Clark/Brock/Stewart: Attention, Attitude, and Affect in Response
Advertising (1994)
Englis: Global and Multi-National Advertising (1994)
Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical and
Practical Perspectives (1997)
Kahle/Chiagouris: Values, Lifestyles and Psychographics (1997)
Kahle/Riley: Sports Marketing and the Psychology of Marketing
Communication (2004)
Mitchell: Advertising Exposure, Memory, and Choice (1993)
Schumann/Thorson: Advertising and the World Wide Web (1999)
Scott/Batra: Persuasive Imagery: A Consumer Response Perspective (2003)
Shrum: The Psychology of Entertainment Media: Blurring the Lines Between
Entertainment and Persuasion (2004)
Thorson/Moore: munication: Synergy of Persuasive Voices
(1996)
Wells: Measuring Advertising Effectiveness (1997)
Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening the
Scope of Research Directions (2004)
SPORTS MARKETING AND THE
PSYCHOLOGY OF MARKETING
COMMUNICATION
Edited by
Lynn R. Kahle
Warsaw Sports Marketing Center
Lundquist College of Business
University of Oregon
Chris Riley
Founder, Studioriley
Portland, Oregon
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2004 Mahwah, New Jersey London
This book was typeset in 11/13 pt. Dante, Bold, and Italic.
The heads were typeset in Franklin Gothic, Bold, and Bold Italic.
Copyright C 2004 by Lawrence Erlbaum Associates, Inc.
All rights reserved. No part of this book may be reproduced in any form, by photos