Cette série explore les complexités de la psyché humaine, en examinant les interactions sociales complexes qui façonnent notre comportement et notre cognition. Elle offre un aperçu fascinant du fonctionnement des individus au sein des groupes et de la manière dont ces dynamiques influencent la société dans son ensemble. Chaque volume présente des recherches de pointe et des perspectives théoriques d'experts de premier plan dans le domaine. Cette collection est une lecture essentielle pour quiconque cherche à comprendre scientifiquement le comportement social humain.
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on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes.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.