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Psychology of advertising - lecture summary

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In depth summary of the lectures for the course of psychology. I studied with this and got a 10 on the exam so it is absolutely enough to study based on the lecture slides.

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  • 25 oktober 2020
  • 31
  • 2019/2020
  • Samenvatting

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Voorbeeld van de inhoud

1


SUMMARY OF THE LECTURES OF PSYCHOLOGY OF ADVERTISING


Psychology of Advertising – Lecture 1


Attitudes= evaluation
2 ways of measuring attitudes:
1. Explicit measures: Just asking
2. Implicit measure: quick reaction task
 Different type of measures don’t always reveal same way of attitude (homosexuality)
How to change attitudes?
 Lowering resistance towards product of commercial  By using humor, sex or erotic
images
Advertising: sending and receiving (consumers)
“Advertising is any form of paid communication by an identified sponsor aimed to inform and/or
persuade target audiences about an organization, product, service, or idea”
 Exposed to approx. a 1000 ads per day
Functions of advertising
1. Existence of television programs, newspaper, magazines, public events  sponsored by
advertising (otherwise they wouldn’t exist)
2. Employment (advertising results in more employment)
3. Information function (Used to be the only goal of advertisement  informs people about
certain products, events…)
4. Persuasion function
Persuasion function
 Advertisement wants to form, strengthen or change attitudes through advertising (change
peoples attitudes or consumer responses)

,2


 Advertisements tend to persuade people by focusing on 3 different consumer responses
(cognitive, affective and behavioral)
 Cognitive response are related to what people think about the product (brand
recognition, brand memory  want to influence the beliefs or thoughts people have
about the product)
 Affective responses are related to what people feel towards ad  emotional responses
 Behavioral responses  you want people to intend to purchase the product)




Hierarchy of effects models (picture above)
 Assume that advertising influence these cognitive responses in a specific order (going from
cognitive responses to affective responses to behavior)
 DAGMAR model (Above) is such a hierarchy of effect model
 Suggest that we firstly go from being unaware to becoming aware of product and after
we become aware, we try to understand the ad and relate it to our knowledge  then
gets stored to memory and this can influence our attitudes and in the end maybe also
our behavior
 Lot of criticsm about hierarchy models (because people don’t always go from unaware to
aware and skip steps  hierarchy models always assume that people go through this steps
and are highly motivated to process ads)
Consequence of probelsm of hierarchy of effects models:

,3


 FCB Grid: we have these think-feel-do steps but they are not always in that order and it
depends on what that product is
 If your are really involved in that product (produc important) then you really start to
think (upper half)
 If really a think product (something big you do the upper left one)
 If product emotional and expensive you do upper right
 If there is low involvement (not that much thinking  toilet paper) you do bottom left
 More affective products but less involvement are driven by personal satisfaction (bottom
right)


Processing advertising messages




 4 stages of processing advertising messages
 Range from really automatic/unconscious to reflective/conscious processing

1.Preattentive analysis stage (scanning stage  scan environment)
 Often, consumers learn about products incidentally (newspaper, magazines…)  not
much attention just scan info
 BUT: still impact throgh unconscious/implicit processes  Info gets in implicit memory
which can be retrieved later


Some things that are related to preattentive stage
1. Perceptual/conceptual processing
2 processes that preattentive proccessing can rely on
 Perceptual analysis: physical features of product (colours, contours)
 Conceptual analysis: Since some time evidence that in preattentive stage conceptual
procesing is also included and not just pereceptual processing  Understand what the
product is used for (can affect behavior if product looks a bit different than in ad)

, 4




Study by shapiro as first evidence of conceptual processing (look at screenshots)
Asked participants to read article and on left side of article was an ad  2 conditions: half of
participants saw object in isolation and other condition with participants seeing used phone
 Wanted to measure to what extent participant remember seeing the phone in ad
(measured memory  showing catalogue with different kinds of isolated products (one
of these products was phone) and showing catalogue with verbal leables (phone,
briefcase)
 If memory would be based on physical processing (perceptual processing) then they
would expect that people who would be in isolated object condition where they only saw
the phone, would have a better memory of product. However, found the exact opposite
(people in object in context condition had a better memory than people in isolated
object condition). Conclusion = Incidental memory is based on concept of the phone and
not necessarily on pictures)

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