Class notes
Colleges Psychology of advertising
- Course
- Institution
Aantekeningen van de colleges in bulletpoints
[Show more]
Seller
Follow
noacornet
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller noacornet. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.50. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
80189 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now