College aantekeningen
Colleges Psychology of advertising
- Instelling
- Universiteit Leiden (UL)
Aantekeningen van de colleges in bulletpoints
[Meer zien]Voorbeeld 4 van de 31 pagina's
Voorbeeld 4 van de 31 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
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
-
-
- Important thing FCB grid: order depends on the type of product
- Conscious thinking
Part 2
-
,-
- 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
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
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
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
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 noacornet. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €3,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 66579 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen