This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception (chapters 2-5) visual cognition (chapters 6-9) and action and choice (chapters 10-12). The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take.Rather than being confined to advertising only, this new volume 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.

本卷旨在进一步研究和理论发展在视觉营销。通过汇集该领域的领先研究人员，它努力为建立视觉营销作为一门连贯的学科作出贡献。这些章节是视觉营销中的一系列问题。它们从理论上论述了三个领域：注意和知觉（第2-5章）视觉认知（第6-9章）和行动与选择（第10-12章）。这些章节超越了已知的范围，在许多情况下，提供了一个更具思辨性和远见的说明，说明视觉营销研究可以而且应该采取的方向。而不是仅限于广告，这本新书显示了视觉营销如何渗透几乎所有的消费者和营销活动。它将对本科生和研究生在市场营销、管理、工业设计和消费者和社会心理学方面感兴趣。专业的从业人员，特别是那些参与营销传播、零售、商店营销和市场研究的专业人士，也将受益于本书提出的基于经验和创新的思想。