Esta serie se adentra en las complejidades de la psique humana, explorando las intrincadas interacciones sociales que dan forma a nuestro comportamiento y cognición. Ofrece una visión fascinante de cómo los individuos funcionan dentro de los grupos y cómo estas dinámicas influyen en la sociedad en general. Cada volumen presenta investigación de vanguardia y perspectivas teóricas de expertos líderes en el campo. Esta colección es de lectura obligada para cualquiera que busque una comprensión científica del comportamiento social humano.
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on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes.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.