Yaffe Digital Resources
The Yaffe Center Digital Media Resources Hub has been created to organize information on search engine marketing, display and video advertising, social media and mobile marketing. The Digital Marketing Resources include information from workshops, speakers, wikis, student papers and useful links.
Fifth Annual Social Media Workshop Planned for Fall
Yaffe Center Publications
Book released from 2009 Yaffe Center Conference:
Leveraging Consumer Psychology for Effective Health Communications: The
Edited by: Rajeev Batra; Punam Anand Keller; Victor J. Strecher
Published in January
This book brings together the contributions of leading research scholars in communications, consumer behavior, marketing, psychology, and public health, who met in Ann Arbor in May 2009 to share and debate ideas on how their research might be used to improve the effectiveness of obesity-fighting messages and interventions. The conference that led to this book, on “Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge,” was organized by the Yaffe Center, since one of the goals of the Yaffe Center is the facilitation and dissemination of multidisciplinary research on persuasion-relevant topics, and crafting effective messages and interventions to fight obesity seemed like a very worthwhile goal. The conference was held under the aegis of the Society for Consumer Psychology. The lead sponsor for the conference was the National Center for Health Marketing and Centers for Disease Control and Prevention (CDC) in collaboration with the National Public Health Information Coalition (NPHIC). The conference was cosponsored by the Yaffe Center for Persuasive Communication, the University of Michigan Ross School of Business, the University of Michigan School of Public Health, and Johnson & Johnson. Additional sponsorship support was provided by the Association for Consumer Research.More Information on the Publication
About the Yaffe Center
The Yaffe Center, founded at the University of Michigan’s Ross School of Business by advertising agency founder Fred Yaffe, is dedicated to the research, teaching, and discussion of persuasive communication.
We see rapid changes in how communications are delivered and how consumers process them. Emerging digital media play a larger role, and message today are increasingly visual and nonlinear. And persuasion frequently cuts across disciplines and requires study with silos.
Therefore, the Center is focusing on four major areas this year: