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Psychology of Advertising > College 6 > Flashcards

College 6 Flashcards

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1
Q

System 1

A
  • Automatic
  • Effortless
  • Fast
  • Heuristic
  • Unconscious
  • Uncontrolled
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2
Q

System 2

A
  • Effortful
  • Conscious
  • Controlled
  • Reflective
  • Slow
  • Systematic
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3
Q

What does your attitude influence?

A

Attitude => intention => behaviour

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4
Q

Can you predict behaviour on attitudes?

A

No, most of the time you cannot.

E.g., smoking, eating too much

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5
Q

Are attitudes and behaviour related?

A

It is considerably more likely that attitudes will be unrelated or only slightly related to overt behaviors than that attitudes will be closely related to actions.

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6
Q

Principle of compatibility (Ajzen and Fishbein (1977)

A

Measures of attitudes will only be related to measures of behaviour if both constructs are assessed at the same level of generality.

  • General attitudes predict general behaviour.
  • Specific attitudes predict specific behaviors.

E.g.,
Attitudes toward safe sex does not predict condom use well.
Attitudes toward condom use does predict condom use well.

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7
Q

Theory of Planned Behavior

A

It is an extension of the Theory of Reasoned Action.
Behavior can be predicted by:
- Attitude
- Subjective norms
- Perceived behavioral control

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8
Q

What is the best predictor of behavior according to the TPB?

A

People’s intentions to show a specific behavior.

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9
Q

Which parts of the TPB have a high correlation with behavioral intention?

A

(Attitude toward behavior + Subjective norm + Perceived behavioral control) have a high correlation with behavioral intention.
R = .63

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10
Q

Extending the standard TPB model

A

Identity similarity
- The extent to which performing a behaviour would be consistent with people’s self concept and thus serve their self-expression goals.
- E.g., Do you see yourself belonging to the group of smokers.

Anticipated regret.
- We all experience our emotions, but we also anticipate our emotions.
- Regret is the emotion that is focused on the most.

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11
Q

Experiment by Zeelenberg & Pieters (2004) on anticipated regret and the postal code/state lottery

A

They did a survey among 200 players of the State Lottery and 200 players Postal code lottery.

They measured: Attitude toward the lottery, subjective norm, anticipated regret.

Would you participate when explicitly asked by letter or over the telephone?

They added anticipated regret in the model.
- Attitude was a significant predictor for the intention.
- Subjective norms were not a good predictor.
- Anticipated regret was a significant predictor for the postal lottery but not for the state lottery.

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12
Q

Implementation intentions

A

I intend to do X in situation Y.

This is one of the most successful strategies to increase the likelihood that individuals act according to their intentions.

Where? When? How?

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13
Q

Behavioral intention

A

I intend to do X.

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14
Q

Experiment by Sheeran & Orbell (2000) on attendance rate cervical smear test

A

Indicate intention making appointment (69% attendance).

Indicate when, where and how to make an appointment (92% attendance).

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15
Q

Why do implementation intentions work?

A

They remember the intentions better.

It creates (or strenghtens) the association between situational cues and the required behavior.

74% of Sheeran and Orbell (2000)’s participants made their appointment on the date specified in their implementation intention.

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16
Q

Experiment by Aarts et al. (1999) on implementation intentions

A

They asked the participants to go from the lab to the cafeteria to do a task there. Later, they learned that on the way to the cafeteria they had to collect a coupon at the secretary office, which is halfway to the cafeteria.

Participants weren’t shown a map, but all the participants were told that the secretary office was on the left side, in a small corridor halfway the central hall from the lab to the cafeteria. Directly after the first swing doors and near a red fire-hose.

Half of the participants were requested to plan the steps that are required to collect the coupon (related to goal).

The other half of the participants were requested to plan the steps that are required to spend the coupon (unrelated to goal).

They then did a seemingly unrelated lexical decision task (90 words: 45 existing, 45 nonsense).
- 5 target words: ‘left’, ‘corridor’, ‘swing-door’, ‘red’, and ‘fire-hose.

If you made the related implementation intentions these words were more active in the brain.

Planning vs. no planning => collecting coupon.
This was mediated by the response times (accessibility).

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17
Q

Plan to resist

A
  1. Identify situations where risk of yielding to temptation is high.
  2. Think of an effective coping response.
  3. Cognitively rehearse linking the coping response to the situation.

NB. Remember the coping response at the right time AND it should be effective in resisting the temptation.

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18
Q

Target the main drivers of behavior

A

Attitude
- Increase perceived benefits; decrease perceived costs.
- E.g., listing a couple of benefits.

Subjective norms
- Provide desirable social norms.
- E.g., everyone is using this product …

Perceived behavioral control
- Increase perceived control.
- E.g., use our products because they are very easy to use.

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19
Q

Study with DUWO on helping students not lend to much money

A

4 conditions:
- Standard text
- Standard text + benefits (attitude)
- Standard text + norm (social norms)
- Standard text + ease (perceived control)

They found that standard text < benefits < norm < ease

20
Q

Fight anticipated regret

A

Influence attitude, social norms and perceived control.

21
Q

Automatic processes

A

Processes that occur without intention, effort, or awareness and do not interfere with other concurrent cognitive processes.

22
Q

Automated behavioral tendencies

A

We are tuned to do a lot of things automatically. Even perceiving things automatically effects behavior.

23
Q

What is the function of perception?

A

Perception is for doing.

24
Q

Automated behavioral tendencies. Research example: Tucker & Ellis (1998)

A

The most important word here: tendencies.

They said that if you see an object, certain behavioral tendencies are automatically activated.

Participants in the study would see an object and the decision they had to make was whether the object was straight up (SU) or upside down (UD).

The objects always had grips, these were either presented on the left or the right.

People have an automatic tendency to grab the hand grip.

People were faster to respond when the grip was on the same hand as the one they chose SU or UD with. They also made less mistakes with congruent situations.

25
Q

When are brain areas associated with ‘grasping’ activated?

A

When you see an object that you can grasp.

The same is seen with food: brain regions involved with taste are already activated when seeing images of food.

26
Q

Perception-behavior link

A

This is relevant for stereotypes that we have about groups. Stereotypes are represented in our memory, and they include different traits. When stereotypes are activated, these traits are activated too (priming).

27
Q

The chameleon effect by Chartrand & Bargh (1999)

A

Confederate 1 shakes foot and confederate 2 touches face throughout experiment (or vice-versa).

Hidden video camera recorded mannerisms of participants.

This suggests that we tend to automatically mimic behavior of others.

28
Q

Mirroring in advertising and sales

A

This is a really effective strategy to influence other people.

If you mirror a certain person, research has shown that they like you more.

29
Q

Emotional mimicry

A

If I am happy, you feel feel happier as well. If I am angry, you will feel more angry as well.

30
Q

Are people like frogs and chameleons?

A

In some ways we are.

Perception always activates behavioral tendencies.

31
Q

Norms

A

Knowledge-based beliefs shaped by social influence.

32
Q

Experiment by Aarts and Dijkersthuis (2003) on automatic norms. General set up

A

Social norms can guide behavior automatically.

They studied the following situations:
- Libraries
- Train stations
- Restaurants

They all have different norms.

33
Q

Experiment by Aarts and Dijkersthuis (2003) on automatic norms.

Study 1: lexical decision task (e.g., silent, whisper, quiet).

A

They presented participants either with pictures of a library or pictures of a train station.

Half of the participants were led to believe they had to visit the library immediately afterwards and the other half did not expect this.

The researchers expected that the knowledge that you have about the social norms in the library is automatically activated. But only if you have the immediate goal to visit the library.

To investigate this, they used a lexical decision task (reacting to words and non words). They were mostly interested in how fast they would respond to words related to the norms of the library.

Results:
If people saw pictures of a library with the direct goal to visit the library: faster to respond.

Pictures of library with no goal were somewhat faster than the control condition, but not much.

34
Q

Experiment by Aarts and Dijksterhuis (2003) on automatic norms.

Study 2: pronunciation task (10 words)

A

They used the exact same set up, but then let people pronounce words. They measured the amount of decibels that participants used to see whether they are quiet or not .

Results:
Participants that were shown library pictures and expected to go spoke more quietly.

35
Q

Experiment by Aarts and Dijksterhuis (2003) on automatic norms.

Study 3: well-mannered eating behavior

A

They did a similar study.

They compared restaurant primes to train station primes (control) and looked at well mannered eating behavior.

The participants in their study had to eat ‘beschuit’. They looked at how often participants cleaned their desk.

Results:
Participants displayed more well mannered behavior when the restaurant was primed.

36
Q

Experiment on automatic goal activation and scrabble by Bargh et al. (2001)

A

Goal-priming manipulation: participants complete a word puzzle task with words that were either related or unrelated to ‘achieving’.

In next task they measured whether participants continued with a scrabble task after they were told to stop.

Results: after priming with achievement more participants continued the task.

37
Q

Experiment on automatic goal activation and helping by Bargh & Gollwitzer (1994)

A

Goal priming manipulation: scrambled sentence task.
- Half of the participants: very important achievement is.
- Half of the participants: helping good is someone.

In next task they measured to what extent participants helped others with puzzles.

Results:
Achievement prime: they did more puzzles of their own than they helped others with their puzzles.

Helping prime: helped others with their puzzle more than they did their own puzzles.

38
Q

More automaticity: what cues in the environment lead to (consistent) behavior

A

Smells and music.

39
Q

Smells like clean spirit by Holland et al. (2005)

A

Participants had to fill out a questionnaire in a small room.
- Half participants: bucket with water and cleaner
- Half participants: control

Study 1: Participants were then asked to go into another room for a lexical decision task (e.g. clean, hygiene).

Studies 2 and 3: They measured how many times they cleaned the desk during the ‘taste test’ where participants ate ‘beschuit’.

Results study 1:
Participants were faster for cleaning words when they were sitting in a room that smelled like a cleaning product.

Results studies 2 and 3:
The participants cleaned their desk more when they were sitting in room that smelled like a cleaning product.

40
Q

In-store music affects product choice by North et al. (1997)

A

They selected a supermarket and they made a display where they sold wine. Four french and four German wines, matched for prices and dryness or sweetness, placement etc.

On some days they played french accordion and on other days German bierkeller pieces.

They counted the number of bottles sold.

Results:
The music affected which bottles of wine were sold.

They also asked the people questions when they left the store. This showed that people thought more about the country they just heard the music from.

41
Q

How are senses used in advertising?

A

Coffee shops smell like coffee.

Stores carefully choose their music playlist.

42
Q

Beyond Vicary’s fantasies? (Lipton ice) By Karremans et al. (2006)

A

Thirst induced or not: some participants had to taste salty liquor ice.

“Visual detection task”: subliminal primed with “Lipton Ice” or “Npeic Tol”

“Study on consumer behavior”: what would you like to drink: spa rood or Lipton Ice?

Results:
When you are not thirsty there is no difference between the Lipton Ice prime and the control prime.

But if you are thirsty you do choose Lipton Ice more frequently than the control prime.

43
Q

When does priming work?

A

“Priming only works when the prime is goal-relevant.”

It needs to be accessible.

44
Q

Subliminal advertising or other forms of priming can work to:

A
  • promote a brand
  • activate related knowledge
  • activate behaviour
  • to active goals
45
Q

When can subliminal advertising work?

A

If the conditions are right

46
Q

In what way do we defer from frogs and chameleons on the topic of behavioral tendencies?

A

People can inhibit behavioral tendencies.

47
Q

Limits to automaticity by Macrea & Johnston (1998) on dropped pens

A

Participants primed (SST) with helpfulness vs. control, by making sentences from scrambled words.

On the way out, the experimenter drops a bunch of pens.

Exp. 1: regular pens vs. leaky pens.
Exp. 2: participants are in a hurry or are in no hurry.

Results exp 1:
- Regular pens: people primed with helpfulness helped more often than the control.
- Leaky pens: no significant difference

Results exp 2:
- On time: people primed with helpfulness helped more often.
- Too late: no difference

Psychology of Advertising (8 decks)

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