Definition list Flashcards
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
Informational/argument-
based appeal
Straightforwardly informing the consumer about the product, price and where it can be
bought
Emotional/affect based
appeal
Aims to influence the consumers’ feeling/emotion rather than his of her thoughts about
the product.
Cognitive effect of
advertising
Recognition and memory of the ad, brand or product. Beliefs/thoughts about the ad,
brand, or product. You want to influence the beliefs or thoughts people have about the
product.
Affective effect of
advertising
Product liking. Emotional response to an ad (e.g., surprise, fear, or interest). What do
people feel toward the ad or the product? Associate the feeling with the product. They
want to influence your emotions during the commercial (product liking)
Behavioral effect of
advertising
Purchase intention and buying the product
Preattentive stage
This is the scanning stage. They pay not much attention. But it will still have an impact
through unconscious/implicit memory which can be retrieved later. This unconsciousness
processing can still impact your behavior. general, non-goal directed, ‘surveillance’ of
the environment.
Perceptual analysis
physical features (colors, contrasts). For a long time, they thought that this was the only
thing that happened in this stage. This means that the memory of an ad only influence
behavior if the product is exactly the same as in the ad.
Conceptual analysis
product use, usage of situation. Can have a strong effect on our behavior. Can also affect
the behavior when it. The first evidence for this idea was the experiment of Shapiro
Matching activation
hypothesis
when one hemisphere is activated (e.g. the left hemisphere because text is shown) the
other (e.g. the right) is also triggered to process other materials on which you do not pay
focal attention to more fully.
Hedonic fluency
The subjective ease with which a stimulus can be perceived and Processed. So basically,
how easy you process specific stimuli
Perceptual fluency
Easy to read font or hard to read font
Conceptual fluency
conceptual match between the product and the ad
Familiarity
important factor that helps the easy of processing (repetitive songs)
Mere exposure
If you have a neutral object and if you see this product more often then people
feel more positive about this product.
Focal attention stage
after noticing a stimulus, it may be brought into conscious Awareness where it is
identified and categorized. You should be a little involved in this stage
Salience
the extent to which a stimulus is noticeable different from its environment.
Stimulus draws attention because it is different with respect to its context and
therefore, possibly interesting (can be done with humor)
Vividness
Emotionally interesting, concrete and image provoking and proximate in
temporal or spatial way
Novelty
the extent to which information is unfamiliar and unexpected. Produces surprise
response.
Comprehension stage
It is important for achieving persuasion, especially when careful and effortful
information processing is needed.
Elaborative reasoning
stage
Stimulus is actively related to previously stored. Consumer knowledge: Requires full
consciousness and the Consumer motivation and ability should be high
Extent of thinking
how superficial/deep are you thinking about the ad/product/ brand
Valance of thinking
how negative/positive are you thinking about the ad/product/brand?
Object of thinking
about what are you thinking?
Elaborative reasoning –
Self-schema
the way people see themselves (values/beliefs). Product information in advertising is
congruent with self-schema? Motivates consumer to process information more fully
Meta cognition
Thoughts about thoughts: People reflect on their own thoughts and draw inferences from that * ‘I have a thought about my friend a lot, I must miss her’
Alpha strategies
By directly increasing the attractiveness of the offer or the message these strategies serve
to increase the tendency to move toward the advocated position and influence a
consumer’s approach motivation. include the use of strong, compelling arguments that
justify accepting the message position, or communication scarcity
Omega strategies
By reducing consumer reluctance to accept the position these strategies can persuade
because they reduce/minimize the tendency to move away from the position and
influence a consumer’s avoidance motivation
The naïve approach
states that advertising simply must be effective because it is so omnipresent, and
expenditures are vast and ever increasing.
The economic approach
correlates advertising expenditures with changes in sales volume in order to address the
effects.
The media approach
suggests that effectiveness is conceptualized in terms of the number of individuals in a
target population who have been exposed to a message, thereby looking at the ‘reach’ of
the message. The problem is that it cannot inform on the impact of the exposure.
The creative approach
states that a message is effective to the extent that is it well-made and creative.
The psychological
approach
the perspective adopted by this book – aims at identifying advertising effects at the
individual level. Specific advertising stimuli are related to specific and individual
consumer responses. It also seeks to articulate the intrapersonal, interpersonal, or group-
level psychological processes that are responsible for the relationship between ad stimuli
and consumer responses.
Cognitive consumer
responses
Beliefs and thoughts about brands, products, and services that consumer generate in
response to advertising. They include brand awareness, recall and recognition, but also
associations, attitudes and preferences.
Source credibility
Credibility includes the dimensions of source expertise and trustworthiness. It mainly
influences message processing and persuasion when recipients are not very motivated to
process the message. Trustworthiness can be conveyed by stressing that the message
source does not have a vested interest in delivering the message.
Source attractiveness
Many products are sold by appealing to sexual attraction and beauty. Attractiveness
frequently functions as a halo: what is beautiful is good. The attractiveness halo-effect
can easily extend beyond the model itself to positively affect the products with which
he/she is associated.
Message sidedness
A one-sided message is classic, biased ad with arguments supporting a conclusion
favorable to the advertised brand. Two-sided advertisements include both positive and
negative, or supporting and counterarguments. One-sided messages are more persuasive
when recipients are favorably disposed to the message issue, while two-sided messages
are more effective when the issue is unfamiliar/unfavorable to consumers.
Word-of-mouth (WOM)
Takes place when a product user tries to convince others to try the product as well.
The matching activation
hypothesis
when one hemisphere is activated by the information that accommodates the processing
style of that particular hemisphere, the other one is encouraged to elaborate on secondary
material.
Hemispheric lateralization
implies that our brain hemispheres have evolved specialized processing units for specific
types of information.
o Hemispheric lateralization
Left – text
Right – pictures
o The things you see in your left visual field are processed by your right
hemisphere, and vice versa
o When you focus your attention on text (processed in left hemisphere), you
should place the picture on to the left of the text (so it can be processed by
right hemisphere)
o Even if brand names are not consciously attended to, if they are put in the
right place, they can e easily processed by the unused hemisphere (and
ultimately influence consumer attitudes and behavior)
Ease of retrieval
Ease with which product-and brand-related information can be retrieved from
memory: A meta-cognitive process that influences persuasion. A form of hedonic
fluency. Meta cognition can influence consumer judgement (BMW-experiment)
Categorization
The process by which incoming information is classified, that is, labeled as belonging to
one or more categories based on a comparative assessment of features of the category
and the incoming information
Pioneering advantage
reflects the pioneering of a novel category and becoming the most prototypical
representative of that category. The pioneer decides on what attributes competitors are
judged, and competitors are judged on those attributes only after the pioneer, creating a winning situation for the pioneer.
Assimilation
In assimilation objects are classified as more similar to the parent category than they
really are when the object and category are perceived as more congruent
self-schema
Cognitive generalization about the self that is comprised of a more or less comprehensive
set of traits, values and beliefs that exerts a powerful influence on information processing
Self-validation
reflects the subjective confidence consumers have in their thoughts and evaluations in
response to persuasive messages
Representativeness
heuristic
the extent to which two stimuli are deemed to belong to the same overall category based
on shared similarities. This might be used to predict whether consumers categorize a new
product as a true innovation or perceive it as similar to existing products
Memory
Records, stores and retrieves information. It influences perception, encoding and storage
Encoding
Getting info in the system.
Storage
involves information retention (short term and long term)
Retrieval
finds information from memory (so you can use it for instance)
Speed of retrieval
retrieval from short-term memory is faster than from long-term memory.
Capacity
short-term memory is more limited; it can only hold 5-7 pieces of unrelated information.
Serial position effects
items presented at the beginning (primacy) and at the end (recency) of a list are recalled
earlier and more often than items in the middle. Primacy items can be rehearsed and
stored in the long-term memory, while the last items still reside within the short-term
memory.
Memory code
long-term memory relies mainly on semantic codes, while short-term memory uses
acoustic/phonological coding.
Neuropsychology
patients who suffer from amnesia may have perfect short- or long-term memories while
the long- or short-term memory is impaired.
Memory as separate
systems (model) -
Atkinsons & Shiffrin
Some sensory input will come into your sensory memory. If you don’t do anything with
this information, this information will be lost (not encoded) If you do something with
this information, it will be placed in the short-term memory and if you work with this
information, you rehearse it and it will be stored in the long-term memory. If you not
store it in the LTM, you will lose this information in a while.
The primacy effect
Items that are presented at the beginning are better recalled than the items at the
middle of the list (because you rehearsed more often)
The recency effect
Items presented at the end of the list are better remember than the items at the middle of
the list (The are still in your short-term memory)
The central executive
It’s supervises and coordinate a number of sub systems. And they focused on two sub
systems: Phonological loop and the visuospatial sketchpad.
Phonological
responsible for the short-term storage of sound and speech-based information
Visuospatial sketchpad
brief storage and manipulation of visual information.
Episodic buffer
stores and integrates information from the long-term memory, the phonological loop and
the visuospatial sketchpad.
Declarative or explicit
memory
Is characterized by a person’s conscious recollection of facts or events. Subcategories are
episodic and semantic memory
Episodic memory
refers to a memory about a specific event that occurred at a particular place and time. For
example, do you remember whether you have ever been to Paris?
Semantic memory
memory refers to the mental thesaurus, organized knowledge a person possesses about
words and other verbal symbols, their meaning and referents, about relations among
them, and about rules, formulas, and algorithms.
Word stem completion
Measuring implicit memory. COM…. You see the first couple of letters, and you have to
finish the word.
Word fragment
identification
Measuring implicit memory. What word is this? C.M.U.ER
Lexical decision task
People react faster when they have seen the word before.
Supraliminal primes
people are unaware of the connection of the two stimuli.
Subliminal primes
People are unaware of the stimulus (banned now)
