College aantekeningen
Lectures Psychology of Advertising
- Instelling
- Universiteit Leiden (UL)
A document of everything that's been said in the lectures. Use CTRL f to find a subject. I got a 9 for this exam! Goodluck with studying.
[Meer zien]Voorbeeld 4 van de 44 pagina's
Voorbeeld 4 van de 44 pagina's
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Voorbeeld van de inhoud
Lecture 1: Sending and receiving | Ch 1, 2Advertising 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.
We’re exposed to approximately 1000 ads per day.
History of advertisement: People first focused on information about a product by showing the
advantages of using a product.
Nowadays, we are more focused on affect. Advertisements don't have to contain important
information about the product, they focus on the positive emotions.
Functions on advertising:
1. Existence of television programs, newspapers, magazines and public events
(sponsors)
2. Employment; people who work in advertising
3. Information function; e.g. new products, prices
4. Persuasion function; forming, strengthening or changing attitudes through
advertising (which can influence consumer behaviour in the end)
Effects of advertising:
● Cognitive
○ Recognition and memory of the ad, brand or product
○ Beliefs/thoughts about the ad, brand or product
● Affective
○ Product liking; making people feel positive about an ad
○ Emotional response to an ad (e.g. surprise, fear or interest)
● Behavioral
○ Purchase intention
○ Buying the product
→ ABC-effect
Hierarchy of effects: DAGMAR
Suggests that we first become aware of the product and after we become aware of the
product, we try to understand the product of the ad and try to relate it to our current
knowledge. We store it in our memory and this can influence our attitudes and in the end
maybe our actions.
In short: Unaware → aware → comprehension & image → attitude → action
D = Defining
A = Advertising
G = Goal
M = Measured
A = Advertising
R = Result
,Hierarchy models assumes that people are always highly involved and always motivated to
process all the information in an advertisement, but this is not always the case.
Hierarchy of effects: FCB Grid
It depends on what the product is on how you go through the steps of thinking, feeling and
doing.
If the product is really important to you
(high involvement), than you really start to
think and if it’s really a think product then
you first think then feel then do. But
sometimes products are more emotional
and you can be highly involved, for
example a parfum, then you first feel then
think then do.
When you’re not that involved in buying a
product (for example toilet paper), you’re
not really involved, it’s a habit, then you
often do first, then think, then feel.
Processing advertising messages
There are four stages in processing advertising messages, they range from really
automatic/unconscious processing to conscious/reflective processing.
Preattentive processing stage
‘Scanning stage’; where we scan our environment because we’re not fully aware of what is
around us. Often, consumers learn about products incidentally (e.g. newspaper, magazine,
television, internet), you do not pay a lot attention to it but you do learn about it.
It still has an impact through unconscious/implicit processes. Information gets in the implicit
memory which can be retrieved later.
Video about two people who have to make an advertisement about stuffed animals.
Surprisingly, their advertisement was almost exactly the same as the man who gave them
the assignment.
How could this be? Subliminal signs during their taxi ride (walking past a picture of a sitting
bear, riding past a zoo).
,Conclusion: The things we (subliminally) see throughout the day can be a big influence on
what we think and do.
Related to the preattentive stage:
1. Perceptual/conceptual processing
Preattentive processing can rely on:
● Perceptual analysis; only seeing the physical features (colors, contours)
But: In this case, it would only influence behaviour if the product is exactly
the same as in the ad, e.g. a black phone.
● Conceptual analysis; product use, usage situation
This can have effects even if a product look perceptually different from the ad.
First evidence for perceptual/conceptual analysis: Experiment Shapiro (1999)
→ Goal was to show that incidental ad exposure induce conceptual processing of an
advertisement
He lets participants read an article, with on the left side a picture of an object.
- Condition 1: Isolated object (e.g. just a phone)
- Condition 2: Object in context (e.g. a person using a phone)
Measurement: Recall; ‘indicate all products in catalogue that might have been displayed in
advertisement’
Results: If memory would be base on physical processing, the people in the isolated
condition would have a better memory when the product in the catalogue is exactly the same
as in the ad. BUT: They found the opposite: People in the object in context condition had a
better memory of people in the isolated object condition: Object in context → facilitated
memory, regardless of whether there was a perceptual match between the ad stimulus at the
exposure and the product depiction at the test.
2. Matching activation
This is related to hemispheric lateralization; the brain is divided in two parts, these two
halves of the brain have different functions (left = text, right = pictures). The things you see in
your left visual field are processed in your right hemisphere and vice versa.
Matching activation: When one hemisphere is activated (e.g. the left hemisphere because
a text is shown), the other (e.g. right) hemisphere is triggered to process other materials on
which you do not pay focal attention to.
So: In an advertisement, when you put your text on the right, you can put an advertisement
with pictures on the left so the information still gets processed (the right hemisphere is able
to process the pictures). When this sounds difficult, remember it’s due to the lateralization!
Most important conclusion: Even if your not consciously attend to, for example a brand name
of logo of a brand, if they are put in the right place they can be easily processed by the
unused hemisphere (and ultimately influence consumer attitudes and behavior).
3. Fluency
Hedonic fluency is the subjective ease which a stimulus can be perceived and processed
(how easy you process a specific stimulus).
, Ease → positive emotions → misattributed to stimulus
Two types of fluency:
● Perceptual fluency
For example: Easy to read font; it feels more fluent and gives a positive emotion
● Conceptual fluency
For example: Michael Jordan and Gatorade have a good conceptual match (being in
sports and drinking an energy drink) this is easier to combine than Michael Jordan
and Coca Cola
Another important factor that helps the ease of processing is familiarity; familiar stimuli is
easier to process than unfamiliar stimuli, e.g. repetitive songs.
4. Mere exposure
= If you have a neutral object (product) and you see this product more often (repeated
exposure), people will feel more positive about this product.
Neutral object → repeated exposure → positive feelings/evaluations
Experiment Moreland and Beach (1992)
→ They asked several women to come to the lecture and not talk to anyone, after the study
they asked other people in the audience who the liked most
Results: The more they had seen a woman, even though they had not talked to them, the
more they liked them.
That’s also why brands don’t change their logo that much. When the familiarity disappears,
the ‘liking’ also disappears.
Focal attention stage
In this stage, you should at least have a moderate degree of involvement.
Focal attention = after noticing a stimulus, it may be brought into conscious awareness
where it is identified and categorized.
2 types of attention:
1. Voluntary attention: You’re motivated to pay attention, e.g. If you’re hungry, you
focus on ads with food more. And you’re able to pay attention; time pressure,
distraction.
2. Involuntary attention: This happens when people are not so motivated to process
the information of the ad. In order in this case to still draw attention, stimuli need
special features that make them stand out from the background and capture
conscious attention. Especially effect when processing motivation is low.
Three classes of stimuli features that attract consumer attention:
- Salience
- Vividness
- Novelty
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