Questa serie approfondisce le complessità della psiche umana, esplorando le intricate interazioni sociali che plasmano il nostro comportamento e la nostra cognizione. Offre uno sguardo affascinante su come gli individui funzionano all'interno dei gruppi e su come queste dinamiche influenzano la società nel suo complesso. Ogni volume presenta ricerche all'avanguardia e intuizioni teoriche da parte dei principali esperti del settore. Questa collezione è una lettura essenziale per chiunque cerchi una comprensione scientifica del comportamento sociale umano.
Focusing on soap operas, the book delves into the concept of 'parasocial interaction' where viewers form one-sided relationships with television characters. It examines the dynamics of the 'active viewer' and how television texts influence social psychology. Additionally, the work critiques and explores various theoretical models from social psychology and related fields, providing insights into how audiences engage with and are affected by televised narratives.
Focusing on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes. It delves into the demographic, behavioral, and psychological profiles of this age group, highlighting their significant purchasing power due to reduced financial responsibilities. Marketers are guided on effectively targeting this market by understanding their lifestyles, media consumption, advertising perceptions, and shopping preferences. This resource is essential for students in marketing, media, and social psychology.