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HC 1 Psychology of Advertising
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de aantekeningen van hoorcollege 1 van Psychology of Advertising
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Psychology of AdvertisingCollege 1: introduction: sending & receiving
Adversiting = any form of paid communication by an identified sponsor aimed to inform
and/or persuade target audiences about an organization, product, service or idea
In de wereld zie je nu heeeel veel advertising, we zien ongeveer 1000 ads per dag (social
media, tv, radio) we zijn eraan gewend
History of advertising:
- 1950 ad: ze focussen heel erg op informatie en laten zien wat het product kan.
- Nu: ze focussen meer op affect. Ze proberen je happy/sympatie voelen voor het
persoon.
Functions of adversiting
1. Existence of television programs, newspapers, magazines, public events (zij worden
gesponserd door ads)
2. Employment (mensen werken in advertising)
3. Information functions (new prices, products)
4. Persuasion function (overtuigen)
- Forming, strengthening, or changing attitudes through advertising
Effects of advertising (CAB responses)
- Cognitive (thoughts):
o Recognition and memory of the ad, brand or product
o Ze willen de Beliefs/thoughts about the ad, brand or product veranderen
- Affective (feelings)
o Ze willen de Emotional response veranderen to an ad (bijv surprise, angst of
intresse)
o Het product leuk vinden
- Behavioral (ultimate goal)
o Purchase intention (intentie om te kopen)
o Buying the product
Hierarchy of effects models: DAGMAR
Ch1&2
Ch3
Ch4&5
Ch6
Ch7&8
Kritiek: niet iedereen legt zelfde pad af, en hierin word vanuit gegaan dat ze altijd
aandacht geven aan de commercial, maar dat is niet altijd zo
, Daarom kwam: FCB Grid =
Hangt van product en involving af welke
route je aflegt
Als het een Think product was met high
involvement (wasmachine) dan gwn normale
weg
Als het feel product met high involvement
is (parfum) dan voel je eerst voordat je denkt
Bij low involvement en geen think product
(toiletpaper) dan doe je eerst.
Bij low involvement en feel product (ice
cream) doe je eerst dan voel je en dan denk
je. Driven by personal satisfaction.
Processing advertising messages:
Je ziet heel veel messages per dag, welke onthoud je welke niet en waarom
4 stages in processing advertise information:
Preattentive analysis stage (scanning stage, unconscious)
- Often, consumers learn about products incidentally (bv in de krant of op tv internet).
Niet veel aandacht (scan info)
- MAAR: nog steeds invloed door onbewuste/impliciete processen. Info komt in het
impliciete geheugen dat later kan worden opgehaald
1. Perceptual/conceptual processing
o Preattentive processing can rely an:
Perceptual analysis = physical features (colors, contours)
Lang werd er gedacht dat je alleen de perceptuele processing
had en niet de conceptuele maar dit betekent dat de
herinnering van een advertentie alleen koopgedrag zou
beïnvloeden als het product precies hetzelfde eruit ziet als in
de advertentie.
Conceptual analysis = product use, usage situation. Je begrijpt wat het
product is en waarvoor en in welke context het gebruikt word
Can have effect even if product looks perceptually different
from ad sterker effect
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