Publications
Recent Research Publications
The focus of our research today is the impact of the Internet, lessons about communication principles from popular media and religion and non-linear communication processing styles.
Visual Marketing: From Attention to Action, edited by Michel Wedel and Rik Peters, grew out of the Yaffe Center-sponsored 2005 conference on visual marketing. Published by Taylor and Francis (Psychology Press), it aims to further research and theory development in visual marketing.
The comprehensive book brings together leading researchers in the field to help establish visual marketing as a coherent discipline. It addresses three areas in visual marketing theory: attention and perception; visual cognition; and action and choice. It goes beyond what is known, and offers a more visionary account of the directions that visual marketing research could and should take.
The new volume is not confined to advertising alone. It shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.
> Order the Visual Marketing: From Attention to Action book
Persuasive Imagery: A Consumer Response Perspective, edited by Linda M. Scott and Rajeev Batra, is thefirst book from the Yaffe Center. It synthesizes and advances existing knowledge of consumer response to visuals. Its interdisciplinary contributors include scholars in communication, psychology, and marketing. It’s published by Routledge, Taylor & Francis Group.
The book begins with an overview of the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.
Written in a non-technical language, the book is divided into four sections:
- Image and Response illustrates the difficulty of investigating the basic influences, processes, and effects of "mere exposure" to imagery
- Image and Word presents instances in which the line between words and pictures is blurred, such as a corporate logo which is usually pictorial but communicates on an abstract level usually attributed to words
- Image and Ad contributes to our appreciation for the exquisite variations among advertising texts and the resulting variability in response, not only to different ads but among different viewers of the same ad
- Image and Object carries the inquiry of visual response over the bridge toward object interaction
Readers will have traveled a path that goes from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture. Along the way, they’ll gain new respect for the complexity of human visual response and the research that is trying to explain it. The book appeals to those involved in consumer behavior, consumer psychology, advertising, marketing and visual communication.
> Order the Persuasive Imagery: A Consumer Response Perspective book
Measuring and Allocating Marcom Budgets: Seven Expert Points of View - A Joint Report of the Marketing Science Institute and the University of Michigan Yaffe Center for Persuasive Communication.
This special report outlines the views of seven marketing communication experts responding to the question: “How should companies think through the challenge of how to use marketing communication resources most effectively?”
Experts included:
- Paul Farris, Darden School, University of Virginia
- Dominique Hanssens, Anderson School, UCLA
- Donald Lehmann, Columbia University (former MSI executive director)
- Leonard Lodish, Wharton School, University of Pennsylvania
- Ambar Rao, Olin School, Washington University at St. Louis
- Don Schultz, Medill School, Northwestern University
- Gerard Tellis, Marshall School, USC
> Read The Marcom Budgets Report