27. Media and Consumer Psychology

  1. Paul R. Martin4,
  2. Fanny M. Cheung BA PhD5,
  3. Michael C. Knowles MCom (Qld), PhD (Edin)6,
  4. Michael Kyrios7,
  5. J. Bruce Overmier8 and
  6. José M. Prieto9
  1. Frank R. Kardes1,
  2. Perilou Goddard2,
  3. Xiaoqi Han PhD1 and
  4. Bruce E. Pfeiffer3

Published Online: 20 APR 2011

DOI: 10.1002/9781444395150.ch27

IAAP Handbook of Applied Psychology

IAAP Handbook of Applied Psychology

How to Cite

Kardes, F. R., Goddard, P., Han, X. and Pfeiffer, B. E. (2011) Media and Consumer Psychology, in IAAP Handbook of Applied Psychology (eds P. R. Martin, F. M. Cheung, M. C. Knowles, M. Kyrios, J. B. Overmier and J. M. Prieto), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444395150.ch27

Editor Information

  1. 4

    Griffith University, Queensland, Australia

  2. 5

    Chinese University of Hong Kong

  3. 6

    Monash University, Melbourne, Australia

  4. 7

    Swinburne University of Technology, Australia

  5. 8

    University of Minnesota, USA

  6. 9

    Complutense University of Madrid, Spain

Author Information

  1. 1

    University of Cincinnati, USA

  2. 2

    Northern Kentucky University, USA

  3. 3

    University of New Hampshire, USA

Publication History

  1. Published Online: 20 APR 2011
  2. Published Print: 1 APR 2011

ISBN Information

Print ISBN: 9781405193313

Online ISBN: 9781444395150



  • media and consumer psychology;
  • consumer attention and interest - consumers, limited information processors that typically consider fewer than seven brands, when making a purchase decision;
  • product knowledge acquisition - selective hypothesis testing theory, judgment involving generating and testing hypotheses, or beliefs, interpretations, expectations, evaluations or possibilities;
  • selective hypothesis testing - inducing product attribute information distortion;
  • product knowledge retention - selective processing, influencing how information is stored in memory;
  • neglect of unmentioned brands - increasing as number of brands presented, increase due to part-list cuing induced inhibition;
  • product knowledge activation - presence of information in memory;
  • product knowledge utilization - multiattribute judgment, evaluations of specific attributes, combined quantitatively to form overall evaluations or attitudes;
  • omission neglect, insensitivity - to missing or unknown information, attributes, features, properties, qualities, alternatives, options, cues, stimuli or possibilities;
  • consumer judgment and decision making - influenced by a large and complex set of variables, capturing attention and interest of consumers


This chapter contains sections titled:

  • Consumer Attention and Interest

  • Product Knowledge Acquisition

  • Product Knowledge Retention

  • Product Knowledge Activation

  • Product Knowledge Utilization

  • Public Policy Implications: The Case of Marketing Alcohol to Youth

  • Summary

  • References