Lecture notes
Colleges Psychology of advertising
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Week 1Part 1
- Sending and receiving
o Sending; advertisers
o Receiving; customers
- Advertising: any form of paid communication by an identified sponsor aimed to inform
and/or persuade target audiences about an organization, product, service, or idea
- We see advertising all around us
- Advertising ban in Sao Paulo
- Do you still 'see’ the advertisements, there are too many
- +- 1000 ads a day
- Back in the days people tried to persuade on what the product can do, the ads had a lot of
info
- Associated with happinness
- People do not read or remember the information told or written in an ad
- Function of advertising:
o 1. existence of television programs, newspapers, magazines, public events
(sponsored by ads)
o 2. employment (for tv programs, but also people in the adv)
o 3. information function (new products, prices etc.)
o 4. Persuasion
Forming, strengthening or changing attitudes through advertising, influences
consumer behaviour
- Effects of advertising
- Cognitive:
o Recognition & memory of the ad, brand or product
o Beliefs/thoughts about the ad, brand or produt
- Affective:
o Product liking
o Emotional response to an ad (surpirse, fear or interest)
- Behavioral:
o Purchase intention
o Buying the product
- Hierarchy of effects: DAGMAR
o Defining
o Advertising
o Goal
o Measured
o Advertising
o Result
-
, -
- Criticism on hierachy models: sometimes we skip a step, sometimes only behaviour in
influenced or vice versa. Assume people are always really involved while most of the time
this is not the case
- FCB grid
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-
- Important thing FCB grid: order depends on the type of product
- Conscious thinking
Part 2
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,-
- Automatic, unconscious processing to conscious reflective processing
- Preattentive analysis:
- Often, consumers learn about products incidentally. Not much attention (scan info). You are
not really focusing on it but you are still processing it
- BUT: still impact throug uncnscious/implicit processes. Info gets in implicit memory which
can be retrieved later
- 1. perceptual/conceptual processing
o Preattentive processing can rely on:
o Perceptual anlysis; physical features (colors etc.)
o Conceptual analysis; product use, usage situation
o Can have effects even if product looks perceptually different from ad
o Experiment Shapiro (1999): goal was to show that incidental ad exposure can induce
conceptual processing of ad
o Paticipants had to read an article while an ad was presented on the left
o Condition 1: isolated object
o Condition 2: object in context
o Dependent measure:
o Recall
o Measure 1: catologue with all kinds of isolated objectes
o Measure 2: catologue with all kinds of verbal labels of products
o Indicate all products in catalogue that might have been displayed in advertisment
o Perceptual measure; about the features of the product
o If memory would be based on physical proccesing – better memory when product in
catalogue is exactly the same as in ad BUT
o Object in context – facilitated memory, regardless of whether there was a
perceptual match between the ad stimulus at exposure and the product description
test
o Conclusion experiment: memory mainly based on concept not necessarily on
physical features
- 2. Fluency
o Hedonic fluency
, o The subjective ease with with a stimulus can be perceived and processed
o Ease – positive emotions – misattributed to stimulus
o Perceptual fluency (easy to read font e.g.)
o Conceptual fluency (match in an ad)
o Familiarity (repetitive songs)
- 3. Mere exposure
o
o
o If you have a neutral object and you see this product more often than people feel
more positive about this product
o People like the things that they know
- Focal attention
- After noticing a stimulus, it may be brought into conscious awareness where it is identified
and categorized
- You should be a little involved for focal attention
o 1. voluntary attention
If you're motivated
Relevance of topic/product
If you're able to
Time pressure
distraction
- 2. Involuntary attention
- Stimuli need special features that make them stand out from the background and capture
conscious attention
- Especially effect when processing motivation is low
- 3 classes of stimuli features that attract consumer attention:
o Salience
The extent to which a stimulus is noticeably different from it environment
Stimulus draws attention because it is different with respect to it's context
and therefore possibily interesting
Using humor; reduce resistance from people (really effective!)
o Vividness
Vivid stimulu are not context dependent like salient stomuli
According to nisbett and ross (1980) vivid stimuli are:
Emotionally interesting
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