Dit document bevat alle informatie uit de slides en de daarbij horende notities uit de hoorcolleges van professor P. Vyncke.
Dit vak behoort de de master communicatiewetenschappen.
Het document is geschreven in het Engels (tekst uit slides) en Nederlands (eigen notities).
2. WETENSCHAP VERSUS NONSENS (MYTHES EN GOEROES).............................................................8
HIDDEN PERSUADERS..............................................................................................................................8
HIDDEN PERSUADERS: THE MYTHICAL DIMENSION..............................................................................................8
FOUR MAIN TECHIQUES................................................................................................................................8
DESIGN OF THE EXPERIMENT.........................................................................................................................9
AFHANKELIJKE VARIABELE: AD-LIKEABILITY........................................................................................................9
CHI-KWADRAAT & PERCENTAGETOETSEN.......................................................................................................10
RESULTATEN EXPERIMENT......................................................................................................................10
DUMMIES UIT EXPERIMENT.........................................................................................................................10
SUMMARY..........................................................................................................................................10
TACHISTOSCOPIC RESEARCH....................................................................................................................10
NON-VERBAAL EXPERIMENT (TACHISTOSCOPISCH ONDERZOEK)......................................................................11
HIDDEN PERSUADERS: CONCLUSION.........................................................................................................11
3. DE RATIONELE CONSUMENT (KLASSIEKE ECONOMIE & MEC-MANAGEMENT).............................12
EXPERIMENT 2.....................................................................................................................................12
THE COGNITIVE PARADIGM.....................................................................................................................12
POINT OF DEPARTURE: THE SSSM...........................................................................................................12
DESIRES...................................................................................................................................................12
OPINIONS OR BELIEFS.................................................................................................................................13
SYNTHESIS: A BASIC SSSM..........................................................................................................................14
TWO TYPES OF OPINIONS.......................................................................................................................14
REYNOLDS & GUTMAN.........................................................................................................................14
GOALS...............................................................................................................................................14
SYNTHESIS: ADDING THE INFORMATION PROCESSING PERSPECTIVE OF THE COGNITIVE PARADIGM..........................16
PLANNINGSCYCLUS....................................................................................................................................16
A DOUBLE SSSM......................................................................................................................................16
THREE LEVELS OF MEC-MANAGEMENT..........................................................................................................17
SUMMARY MEC-MANAGEMENT.............................................................................................................17
THE SSSM IS A MODEL OF THE RATIONAL CONSUMER.................................................................................17
4. DE AUTOMATISCHE CONSUMENT (EVOLUTIONAIRE PSYCHOLOGIE & ECS-MANAGEMENT)........18
DEEL I: ELABORATION LIKELIHOOD MODEL & EMOTIONALLY COMPETENT STIMULI.............................................18
1
,AIDA-MODEL:..........................................................................................................................................18
LEARNING HIERARCHY MODEL......................................................................................................................18
LOW-INVOLVEMENT MODEL........................................................................................................................19
ELM.......................................................................................................................................................20
SCANNING/FOCUSING MODEL......................................................................................................................21
IMPLICIETE ATTITUDES................................................................................................................................23
IAT........................................................................................................................................................23
2 PROTOTYPE STRATEGIEËN.........................................................................................................................23
SAMENVATTING........................................................................................................................................25
DEEL II: COGNITIVE DISSONANCE THEORY, BALANCE THEORY & EVALUATIVE CONDITIONING...............................26
LOGIC BEHIND THE ECS-STRATEGIE...............................................................................................................26
CONDITIONERING......................................................................................................................................26
COGNITIVE DISSONANCE THEORY/ BALANCE THEORY........................................................................................26
DISSONANCE BETWEEN BELIEFS AND ACTIONS.................................................................................................27
SUMMARY: THE ECS-STRATEGY..............................................................................................................27
INTRODUCTION....................................................................................................................................28
EP & ECS...............................................................................................................................................28
EVOLUTIONARY PSYCHOLOGY.......................................................................................................................28
THE RATIONALE BEHIND EP.........................................................................................................................28
EVOLUTIONAIRE PSYCHOLOGIE.....................................................................................................................29
DARWIN’S FIRST THEORY: NATURAL SELECTION...........................................................................................29
DARWIN’S SECOND THEORY: SEXUAL SELECTION..........................................................................................29
TWO KINDS OF SELECTION......................................................................................................................29
SELECTION LEVEL? NEO-DARWINISM: GENES!................................................................................................29
WILLIAM HAMILTON: NEO-NEO-DARWINISM..................................................................................................29
INCLUSIVE FITNESS: NEO-NEO-DARWINISM.....................................................................................................30
THREE LEVELS OF SELECTION...................................................................................................................30
AXELROD TIT-FOR-THAT..............................................................................................................................30
FOUR LEVELS OF SELECTION....................................................................................................................30
TRAITS....................................................................................................................................................30
MENTAL ORGANS......................................................................................................................................30
SYNTHESIS: EVOLUTIONARY PSYCHOLOGY..................................................................................................33
6. ADDENDUM: SOME COMMON MISUNDERSTANDINGS ABOUT EP..............................................34
GENETISCH DETERMINISME.....................................................................................................................34
ENKELE MISOPVATTINGEN:..........................................................................................................................34
EP AND CONSUMER GOALS....................................................................................................................35
PIRAMIDE VAN MASLOV.............................................................................................................................35
UNIVERSAL GOAL MODEL............................................................................................................................37
BONDING.................................................................................................................................................37
FUNDAMENTAL MOTIVES............................................................................................................................38
2
,FUTURE DEVELOPMENTS.............................................................................................................................38
UNIVERSAL GOAL MODEL...........................................................................................................................38
EP & CONSUMER PERCEPTION.......................................................................................................38
PERCEPTION OF AFFORDANCES.....................................................................................................................38
7. DE AUTOMATISCHE CONSUMENT (EVOLUTIONAIRE PSYCHOLOGIE & ECS-MANAGEMENT)........39
THE MIND IS A FITNESS AFFORDANCE MANAGEMENT SYSTEM......................................................39
THE MIND IS A FAMS..................................................................................................................................39
EP & CONSUMER VALUES......................................................................................................................39
UVM = UNIVERSAL VALUE MODEL...............................................................................................................40
FIVE GROUPS/TYPES OF MENTAL ORGANS......................................................................................................41
SUMMARY..........................................................................................................................................41
EP & CONSUMER EMOTIONS.........................................................................................................42
FUNCTIONAL APPROACH.............................................................................................................................42
THE EMOTIONAL CONSUMER.......................................................................................................................42
EMOTIONS AS REGULATORY SYSTEM..............................................................................................................42
CONCLUSIE...............................................................................................................................................43
FINS ONDERZOEK.......................................................................................................................................43
EP & CONSUMER MEMORY...........................................................................................................43
CONSUMER MEMORY.................................................................................................................................43
CONCLUSION: EP SHEDS NEW LIGHT ON ….....................................................................................................43
8. THE MEANING MAKING CONSUMER...........................................................................................44
THE CONSUMER BRAIN: MEANING MAKER OR INFORMATION PROCESSOR?.......................................................44
IS THE BRAIN AN INFORMATION PROCESSOR?..................................................................................................44
(BIO)SEMIOTICS...................................................................................................................................44
GIBSON: DIRECTE PERCEPTIE........................................................................................................................44
VON UEXKÜLL: BIOSEMIOTICS & STEP 1: READING THE CUES OF OUR UMWELT.....................................................44
SAMENGEVAT: CUES..................................................................................................................................46
CASE I: DETECTING A SEXUALLY ATTRACTIVE POTENTIAL PARTNER.......................................................................47
CHARM: CUES OF OPTIMAL AFFORDANCES......................................................................................................47
CUES OF MUTUAL INTEREST.........................................................................................................................48
APPLICATION: ENHANCED AD-LIKEABILITY VIA STRONGER ECS OR MORE APPEALING MEC...................................48
CASE II: ATTRACTING ATTENTION.............................................................................................................49
STUDY 1: ARE FACES OFTEN USED AS CUES IN PRINT ADVERTISEMENTS?...............................................................49
STUDY 2: ARE FACIAL CUES IMPORTANT IN AD-PROCESSING?.............................................................................49
CUES BUILD UP (BRANDING) GESTALTS..........................................................................................................50
UNCONSCIOUS CUE READING AND SENDING....................................................................................................50
UNCONSCIOUS PRODUCT/BRAND CUE READING...............................................................................................50
,ARCHETYPES: A SPECIAL CATEGORY OF GESTALTS........................................................................................53
AN ADDITIONAL NOTE ON STORY-TELLING......................................................................................................54
THE 3 DIMENSIONS OF CONSUMPTIONS....................................................................................................55
SUPERNORMAL STIMULU............................................................................................................................55
HUMAN SUPERNORMAL STIMULI..................................................................................................................55
SYMBOLIC CONSUMPTION & COSTLY SIGNALS.............................................................................................56
COSTLY SIGNALS........................................................................................................................................56
11. DE INTUÏTIEVE CONSUMENT (GEDRAGSECONOMIE & CA-MANAGEMENT)................................58
SYSTEM 1 & SYSTEM 2.........................................................................................................................58
CONSUMER DECISION MAKING.....................................................................................................................58
FROM DUAL PROCESSING TO DUAL SYSTEMS THEORY........................................................................................58
BEHAVIORAL ECONOMICS & HEURISTICS....................................................................................................59
THINKING FAST & SLOW.........................................................................................................................59
HEURISTICS & THEIR EFFECTS.......................................................................................................................59
BEHAVIORAL ECONOMICS............................................................................................................................60
COGNITIVE BIAS CODEX..............................................................................................................................62
HEURISTICS & CONSUMER GOALS............................................................................................................66
ANOTHER NOTE ON THE ADAPTIVE VALUE OF HEURISTICS..................................................................................66
THE SURVIVAL GOAL..................................................................................................................................66
THE SEXUAL BONDING GOAL........................................................................................................................66
RESULTATEN.............................................................................................................................................66
HET HEURISTISCH-SYSTEMATISCH MODEL...................................................................................................66
STRONG AND WEAK THEORY OF ADVERTISING EFFECTIVENESS.............................................................................67
NUDGING...........................................................................................................................................67
CHOICE ARCHITECTURE...............................................................................................................................67
NUDGING................................................................................................................................................67
THE DECOY EFFECT....................................................................................................................................67
12. THREE PROTOTYPICAL STRATEGIES FOR COMMUNICATION MANAGEMENT.............................69
SHIFT 1: CLASSIC CONSUMER ECONOMICS & CLASSIC CONSUMER PSYCHOLOGY................................................69
SHIFT 2: THE ELM...............................................................................................................................69
CLASSIC CONSUMER PSYCHOLOGY.................................................................................................................69
PERIFERE CUES/ PROCESSING.......................................................................................................................70
CENTRAL & PERIPHERAL PROCESSING............................................................................................................70
ECS-STRATEGIES.......................................................................................................................................71
SHIFT 3: SYSTEEM 1 EN SYSTEEM 2........................................................................................................71
INT TWO MINDS........................................................................................................................................71
CHOICE ARCHITECTURE & NUDGING AS A THIRD COMMUNICATION STRATEGY.......................................................72
4
,CHAIKEN: HET HEURISTISCH-SYSTEMATISCH MODEL..........................................................................................72
HSM VS ELM..........................................................................................................................................73
SAMENGEVAT......................................................................................................................................74
13. ADDENDUM: THE TRIUNE BRAIN...............................................................................................75
5
,1. Kennismaking en inleiding tot de cursus
ADVERTENTIES COCA-COLA
Adv 1: Cola light volledig van markt verdwenen, mannen drinken cola zero, vrouwen nu ook
USP wordt in de verf gezet (geen suiker)
Means-end-chain (middeld-doel-keten)
= Adverteerder positioneert zijn product als middel om zijn doel te bereiken
= klassieke strategie
Adv 2: cola & kerstman
Cola suggereert dat de kerstman cola zou drinken, dus consument ook.
Consument wordt benadert op compleet ilogische manier
Adverteerder wil gevoel van nostalgie, herinnering, samenzijn, geluk, … oproepen
Cola wordt geassocieerd met figuren die emoties oproepen
Adv 3: coca-cola Life
Niet meer populair, gericht op groene consument
Saint-Nicolas was oorspronkelijk een tengere man waar kinderen bang van waren + groene kledij.
Kleuren nu rood, van cola ook; Cola speelt hierop in en rode kleur wordt onbewust geassocieerd met
rode kleur van cola
Pepsi-paradox: als je mensen blindelings laat testen vindt de meerderheid Pepsi lekkerder, als etiket
erop kleeft vindt men Cola lekkerder.
Consumenten hebben het idee dat het originele het beste is, terwijl een kopie evengoed of zelfs
beter kan zijn (bv Japanse automerken)
Heuristieken = vuistregels bij het maken van beslissingen
- Bv product kopen waarbij er nog het minste staan (logica: hoe minder er staan, hoe meer mensen
het al gekocht hebben)
- Bv kijken naar land van herkomst (wijnen/ kaas)
- Bv auto’s (Duitse auto’s zoals Audi, Mini, BMW)
- Bv prijs (als iets duurder is zal het beter zijn)
Coca-cola & ijsberen (animatie)
Animatie ijsbeer wekt emoties op (meer dan bv penguin); onbewust, als kind had je ook een teddy
beer
Nudging = inspelen op de heuristieken
Bv social-proof heuristiek = bv 90% vd mensen doet het (dan ga je het wss ook doen, anders zit je bij
de 10% die het niet doet)
Bv op festival als iedereen naar de uitgang loopt, zal je dit ook doen
COMMUNICATIEMANAGEMENT
Het creëren van touchpoints om op die manier een impact te hebben op de consument.
De touchpoints hebben een impact op het brein, en het gedrag wordt gestuurd door het brein.
Commgmt probeert dit in een bepaalde richting te sturen / verbindingen in de hersenen veranderen
6
,7
,2. Wetenschap versus nonsens (mythes en
goeroes)
HIDDEN PERSUADERS
Vision on human nature: man is driven by unconscious drives: cf Freud’s psychoanalysis or depth
psychology
- Eros: sexually libido/ drive
- Thanatos: death wish/ drvie ( bv de drang om flessen wijn kapot te gooien in container).
Vision on communication
- new insights from perception psycholgy: subliminal perception
- old insights from Gestalt psychology: e.g. figure/ground principle and law of closure
Subliminale perceptie: perceptie onder de drempel van het bewustzijn; beïnvloeden ons zonder we
daarvan bewust zijn.
Hidden persuaders: the mythical dimension
- Jim Vicary: tachistoscopische messages: stimuli in hele kleine fractie weergeven, bv ‘Drink
Coca-Cola’ wordt meermaals in 1/3000 van een seconde weergegeven. In bepaalde
landen verbod op tachistoscopische advertenties
- The Secret Sales Pitch: kaft van boek bevat 2 verleiders ( slide 66)
o Witruimte tussen bloemstengels vormen het woord ‘sex’
o Foto op de achtergrond is van een verleidelijk vrouwaanzicht
Four main techiques
Voorbeelden van de technieken herbekijken in slides
1) Gestaltpsychologie
figure/ ground reversal (je kipt figuur en achtergrond om, waardoor figuur de achtergrond
wordt en de achtergrond de figuur, bv kaft boek met letters sex)
Law of closure: ons brein vervolledigt zelf iets aan; bv slide 121: witte driehoek die steunt op
3 zwarte bollen. Ons brein heeft de neiging om dingen die maar deels de realiteit weergeven
toch te vervolledigen.
Ons brein is geen informatieverwerker maar een betekenisverwerker.
2) Anamorph pictures
bv lachspiegels (vervormd beeld, bv figuren zien in ijsblokken)
3) Transparant projection:
bv iets zodanig licht projecteren dat het niet opvalt (bv letters sex onopvallend integreren)
4) Tachstoscopic:
Cf Vicary: de enige echte vorm van subliminale perceptie
Wetenschappelijke definitie zegt dat minder dan 50% vd gevallen de verborgen verleider
ziet. 1x je de techniek ziet, blijf je hem zien.
8
, Design of the experiment
- 10 setjes met telkens een neutrale ad en een ad met een verborgen verleider (Eros/
Thanatos)
- Respondenten moeten persoonlijke voorkeur aanduiden
- In een korte tijd (3sec)
- Om systematische antwoorden te voorkomen werden neutrale ads en gemanipuleerde ads
soms omgewisseld van kant
- Stimulus manipulations: Gestaltpsychology, anamorph pictures & transparent projection
(niet tachistoscopisch want werking is reeds bewezen)
Afhankelijke variabele: ad-likeability
Welke beslissingen moet je nemen voor een planningscyclus binnen communicatiemanagement?
- Vooronderzoek
- Doelstellingen (reden), segmenteren (naar wie), positioneren (wat) = de kernstrategie
formuleren
- Creativity planning: pre- en post-testing
- Mediaplanning: onderhandelen om mediaruimte in te kopen; waar en wanneer verschijnt
campagne?
- Budgettering (inclusief honoreringssystemen, bv 10% gaat naar reclamebureau)
- Effectmeting: vooronderzoek voor volgende planningscyclus
Effectmeting leereffecten / effectdoelstellingen
- Need for product category (bv aanzetten om melk te drinken); oude vs nieuwe producten: bv
oude productcategorie zoals rijst en aardappelen kan handig zijn om nog eens
productcategorie te promoten
- Brand awareness: merknaam/ logo
- Brand knowledge (merkkennis): merk imago, kenmerken van het product kunnen opsommen
(bv cola zero: zero sugars – zero calories)
- Brand attitude / brand preference (merkvoorkeur)
- Brand behavior: bv bezoek brengen aan website van product/onderneming (niet specifiek
koopgedrag)
- Buying intentions: mensen liegen hierbij heel gemakkelijk (als je ergens staat met een
product en je vraagt aan iemand of die het zou kopen, zeggen ze gemakkelijk ja om er van af
te zijn, maar kopen het uiteindelijk niet)
- Buying behavior/consumption
- Brand loyalty
gemeten bij het begin (vooronderzoek) & op het einde van de planningscyclus (evaluatie)!
leereffectdoelstellingen = Aad = attitude-toward-the-ad
Ad-likeability is een van de typische testen voor pre- en posttesting
pre-testing: kladversies (nog voor de ad in de media is verschenen)
voordelen: nog geen hoge productiekosten (goedkoper)
nadelen: minder valide
post-testing: als campagne een of meerdere keren verschenen is in media
voordelen: meer validiteit (afgewerkte versie testen)
nadelen: hoge productiekosten
klassieke schaal
voordeel: puntenschaal, bv 1-10, makkelijk te onderscheiden
nadeel: verschil is soms moeilijk te zien, je geeft zelfde punten aan ‘zelfde’ ad
9
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