Samenvatting

Attitudes and Advertising - Extensive summary of the lectures

6 keer verkocht

Instelling
Tilburg University (UVT)

This summary contains all the study material for the multiple choice exam of Attitudes and Advertising. Part of the Major and Minor track of Economic Psychology.

[Meer zien]

Voorbeeld 4 van de 119 pagina's

Bekijk voorbeeld

Geupload op 19 januari 2025
Aantal pagina's 119
Geschreven in 2023/2024
Type Samenvatting

€6,44

Ook beschikbaar in voordeelbundel v.a. €8,99

In winkelwagen

Opslaan

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

Ook beschikbaar in voordeelbundel (1)

Attitudes & Advertising + Consumer behaviour - Part of Economic Psychology

€ 12,42 € 8,99

4x verkocht

2 items

1. Samenvatting - Attitudes and advertising - extensive summary of the lectures
2. Samenvatting - Consumer behavior - extensive summary of the lectures
Meer zien

INHOUDSOPGAVE ATTITUDES AND ADVERTISING

Introduction ...................................................................................................................................................................... 2
Content of the course ..............................................................................................................................................................2

Lecture 1............................................................................................................................................................................ 3
A psychological approach to advertising .................................................................................................................................3

Lecture 2............................................................................................................................................................................ 9
Does advertising work? ...........................................................................................................................................................9

Lecture 3.......................................................................................................................................................................... 16
How do consumers form attitudes ........................................................................................................................................16

Lecture 4.......................................................................................................................................................................... 26
How do consumers acquire and process information? ..........................................................................................................26

Lecture 5.......................................................................................................................................................................... 38
Measuring attitudes ..............................................................................................................................................................38

Lecture 6.......................................................................................................................................................................... 51
How and what do consumers remember? .............................................................................................................................51

attitudes and advertising - Lecture 7 ................................................................................................................................ 60
Persuasion .............................................................................................................................................................................60

Lecture 8.......................................................................................................................................................................... 72
Guest lecture: boundaries of online persuasion ....................................................................................................................72

Lecture 9.......................................................................................................................................................................... 78
How do attitudes influence behavior? ...................................................................................................................................78

Lecture 10 ........................................................................................................................................................................ 88
How does behavior influence attitudes? ...............................................................................................................................88

Lecture 11 ........................................................................................................................................................................ 96
Guest lecture: Overcoming resistance ...................................................................................................................................96

Lecture 12 ...................................................................................................................................................................... 107
Compliance beyond persuasion ...........................................................................................................................................107

Lecture 13 ...................................................................................................................................................................... 112
Individual and cultural differences in attitude formation ....................................................................................................112

1

,INTRODUCTION
CONTENT OF THE COURSE

LERNING GOA

After this lecture (and studying the readings and completing the assignment), you will be able to…

• Recognize course structure
• Describe basics of practice of advertising
• Describe psychological approach to advertising
• Describe basic knowledge about attitudes

CONTENT

• Prelude: how does learning happen?
• Overview course structure
• Brief summary of advertising in practice
• Psychological approach to advertising
• Replication crisis
• Foundations of psychology
• Recap of Attitudes lecture (Y1 course Social Psychology)

GENERAL COURSE STRUCTURE

• Everything, except the exam, is voluntary. If you don’t want to learn, that is your choice.
• Everything in the course is to provide structure for learning. If useless, we would not have put it in the
course.
• Course includes on-campus and pre-recorded lectures, which introduce readings and assignments
(homework)
• On-campus lectures are for Q&A
• Individual exam at the end of block 3
• For further details, see syllabus

2

,LECTURE 1
A PSYCHOLOGICAL APPROACH TO ADVERTISING

ADVERTISING IN PRACTICE

Advertising is any paid communication by identified sponsor aimed to inform/persuade target audience about
organization, product, service, or idea.

Advertising…

• Is ancient à traders - newspaper - radio - tv - internet
• Includes informational, argument-based and emotional, affect-based appeals
• Is adjusted to consumer segment and / or product life cycle
• Can follow an Alpha (approach) vs. Omega (don’t avoid) strategy

A firm has a marketing and communication objective

What does an advertising agency do?

1. Market research
2. Develop basic concept
3. Fit with promotion mix
4. Media planning
5. Develop creative concept
6. Test concept (e.g., focus group), pre-test
7. Evaluation

Other forms of marketing and promotions are also used (direct marketing, sponsorship) à There are more things
than just advertising.

FUNCTIONS OF ADVERTISING

“Imagine a world without advertising…” à Would that mean no newspaper, no radio, no internet and no media?
No, this all still exist, only if someone is paying for the service. This can be the costumer or the advertiser. (e.g.
Someone can pay extra for a service in order to get no advertises.)

Advertising…

• Facilitates competition
• Is communicating with consumers
• Informs and persuades consumers
• Funds public mass media (NOS, BBC)
• Creates jobs (opportunity costs?

3

, PSYCHOLOGICAL APPROACH TO ADVERTISING

“The competent advertising man must understand psychology. The more he knows about it, the better. He must
learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes”
(Hopkins, quoted in F&S, p. 15)

The whole point of psychology is to understand how certain approaches work and why some things work and why
some things do not work.

Identify effects of advertising at the individual level

• Relate specific advertising stimuli to specific and individual consumer responses
• Articulate the intrapersonal, interpersonal, or group-level psychological processes that are responsible for
the relation between advertising stimuli and consumer responses.

MODELS OF ADVERTISING

SALES RESPONSE MODELS

Sales-response models only measures aggregate input-output with no mechanism.

• Concave model à diminishing returns to additional spending
• S-shaped model à low initial impact then saturation point

HIERARCHY-OF-EFFECTS MODELS

Steps: Steps: cognitive/attention à affective/attitude à behavior = “Think à Feel à Do”. They al assume
sequence, passive consumer no underlying processes/interactions.

• AIDA: attention à interest à desire à action
• Variants: AIDCA, AIETA, A-K-L-P-C-P
• DAGMAR (= defining advertising goals for measured advertising results): [Inform] Category need, Brand
awareness, Brand knowledge [Persuade] Brand attitude, Brand purchase intention, Purchase facilitation,
Purchase, Satisfaction, Brand loyalty
• Foote, Cone, and Belding grid add level of involvement and different order of “think-feel-do” (see F&S, p.
37) à allows more flexiblity; buy detergent and then decide how you feel/think it performs. However, it
doesn’t allow for individual differences in involvement, instead it assumes per product.
• Evaluation plays key role in each model

4

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

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 fennevanderflier1. Stuvia faciliteert de betaling aan de verkoper.