The psychology of selling and advertising impulse buying and brand loyalty.
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Course
The psychology of Selling and Advertising
Institution
Universiteit Leiden (UL)
humour’s distraction properties inhibit the formation of negative brand associations (BA), secondly, it favours positive BA by eliciting positive emotions (Strick, Holland, Van Baaren, & Van Knippenberg, 2012).
Essay 2: Considerations for positive evaluations before even buying
References...
Camilla Tepin Rizzi (2253488)
Leiden University
Seminar 4
Workgroup leader: Marijke van Putten
Essay 1: 240 words
Essay 2: 250 words
, 2
Running Head: ASSIGNMENT 4: ADVERTISING
Essay 1: “Ub-experiences”, the laughs that count
Firstly, humour’s distraction properties inhibit the formation of negative brand
associations (BA), secondly, it favours positive BA by eliciting positive emotions (Strick,
Holland, Van Baaren, & Van Knippenberg, 2012).
Uber has elicited emotionality through family concept, portrayed a stylish yet
accessible service (Appendix I), depicting an overall serious and (elusively) “exclusive”
image (Appendix II). Applying humour in its advertising could strategically revitalise this
hope-eliciting, opportunity-based concept (Appendix III), “driving” consumers to predilect
Uber among less-commercialized competitors (e.g. Lyft) and Taxis.
Cooperating with UniLad (UNILAD, n.d.) could embrace Uber’s humorous side,
creating Mimes hinting at funny “Ub-experiences” (e.g. meeting your future wife on your
shared ride; being saved by Uber when drinking a few extra glasses; having a driver deliver
you cheeky objects). Humour would act as a distractor and facilitate breaking the persuasive-
attempt barrier between the ad and the young-adult audience, minimizing resistance to
influence (Strick et al., 2012): the funny atmosphere will positively impact BA in both targets
familiar with UniLad’s British media Company and new users. Targets are likely to be
influenced when they are laughing, as this arouses positive emotions without feeling
emotionally exploited by marketers. Positive emotions may also promote buying intentions,
ultimately triggering brand loyalty and impulsive ordering of Uber rides in this case
(Šeinauskienė, Maščinskienė & Jucaitytė, 2015).
Positive valence BA remains present after advertisement exposure, stimulating
preference for Uber (Strick et al., 2012), and arguably mediating later purchase decisions
(Shah et al., 2012).
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