100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Summary Consumer Psychology €5,99   In winkelwagen

Samenvatting

Summary Consumer Psychology

1 beoordeling
 104 keer bekeken  6 keer verkocht

De samenvatting behandeld de slides en de teksten. Je kan eerst de info van de slides vinden en dan volgt er steeds een tabel met de belangrijkste informatie uit de teksten voor het examen.

Voorbeeld 4 van de 77  pagina's

  • 8 februari 2019
  • 77
  • 2018/2019
  • Samenvatting
Alle documenten voor dit vak (2)

1  beoordeling

review-writer-avatar

Door: evavyncke • 4 jaar geleden

avatar-seller
hhhbbb
1 Paper 1: Petty & Capiocco: centra land peripheral routes to advertising efectiveness: moderating role of involvement
Abstract Theoretisch kader Study 1 Study 2 Limitations + results
 Undergraduates Petty & Cacioppo state  Study Geen 2de studie in dit  92, 5 + of
expressed that there are 2 routes to involvement: hold experiment subjects in high
attitudes about persuasion recipient, involvement
product after  Central route message + conditions
being exposed to consists of medium correctly recalled
magazine (under thoughtful characteristics that they were to
conditions of high  consideration of constant + select brand of
or low product arguments of randomly assign disposable razor
involvement) message. Only participants to  Low involvement
 Ad contained when receiver has high and low none of subjects
strong or weak motivation + involvement indicated razor,
arguments and ability to think groups 78% correctly
featured either  Peripheral when  160 male + recalled
average citizens listener decides female toothpaste
or sports whether to agree undergraduates  Shown that when
celebrities with message participated to advertisement
 Manipulation based on cused earn credit concerned a
great impact on beside strength of  20 subjects product of low
low involvement argument or ideas randomly involvement
 Consistent with in message. Also assigned to 2 celebrity status of
view 2 distinctive when a listener is (involvement: product endorsers
routes persuaded. Are a high x low) x 2 was very potent
short cut (argument determinant of
 Attitudes will quality: strong or attitudes about
change through weak) x 2 (cue: product. High
central route to celebrity or involvement:
persuasion will noncelebrity) celebrity status of

,have diferent factorial design product had no
efects from  Participated in efect on attitudes
peripheral route groups of 3-15 in but cogency of
classroom. information about
Isolated from product contained
eachother in ad was
 2 booklets for powerful
study: first with determinant
advertising stimuli
– second
dependent
measures
Independent variables:
involvement was
embedded in 2 places in
ad booklet:
o First: cover page
ofered subjects
free gift for
participation –
allow to choose
particular brand
(high
involvement) or
that they would
be allowed to
chose brand of
toothpaste (low
involvement)
o High were told

, product would
soon be test
marketed
o Low advertising
product would be
test marketed but
not in own city
o Dependent
measures:
subjects were
asked to try to list
all of product
categories for
which they saw
advertisements
and try to recall
brand name




2 Artikel 2 the efects of music in advertising on choice eehavior: classical condioning approach


Abstract theorie Study 1 Study 2 Conclusie + limitations
 Do features like Difficulties with classical - Subjects were - Sample 122 Future research: include
humor, sex color, conditioning exposed to students varying importance of
and music in - Demand neutral product randomly the decision to be made
commercial characteristics: (conditioned assigned and the time lag
increase our  Fishbein & stimulus) in - Cover story between exposure and
attention to azjen suggest context of subjects in actual choice.
product that attiude background decision making - Might explore

, information or change may feature condition were the tentative
can they directly be function of (unconditioned told an findings of this
influence our demand stimulus) advertising experiment in a
attitudes? characteristic - Behavioral agency would context where
 Results of an s. Believe that measure of like help in real commercials
experiment using subjects must product deteming wheter are used
classical be preference was to purchase
conditioning consciously used instead of advertising time.
approach suggest aware paper and pencil 2 pens were
that hearing liked - Lack of awareness measure slated to be
or disliked music  Consumers - 224 advertisied on
while being may not undergraduates program. For
exposed to always be randomly helping they
produc can aware that assigned during would be given 3
directly afect unconditioned registration pack of pens.
product stimuli in - Pilot study: - Shown slide of
preferences commercial subjects company 1 pen
 Second may afect his evaluated music + told was
experiment: product on scale -> planning to use
diferentiated attitudes results led to 1 music (lised to
communication - Arousal: product minute grease liked grease
situations where information must be music as positive music + slide
classical kept minimal unconditioned beige pen)
conditioning otherwise arousal stimulus – one - Then slide light
approach or - Mere exposure <-> minute of blue told that
information classical classical Indian company was to
processing conditioning. Mere music as emphasize
approach might exposure can be negative product features
be appropriate in confounded with unconditioned - Viewed pen
explainging classical conditioning stimulus slides + watched

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

√  	Verzekerd van kwaliteit door reviews

√ Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper hhhbbb. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €5,99. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 80364 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€5,99  6x  verkocht
  • (1)
  Kopen