Lecture 1: a psychological approach to advertising

Question 1

alpha versus omega approach

Answer 1

• alpha = try to get people to buy a product
• omega = try to get people to not avoid buying a product

Question 2

steps of a marketing agency

Answer 2

1. market research
2. develop basic concept
3. develop/fit with promotions mix
4. media planning
5. develop creative concept
6. test concept
7. evaluation

Question 3

role of psychology in advertising

Answer 3

to identify if and why something works in advertising (evaluation)

Question 4

functions of advertising

Answer 4

• shifts who pays for a service
• facilitating competition
• communicating with consumers
• informing consumers
• funding public mass media
• creating jobs

Question 5

individual level advertising research

Answer 5

• relating specific advertising stimuli to specific and individual consumer responses
• articulating the intrapersonal, interpersonal or group-level psychological processes that are responsible for the relation between advertising stimuli and consumer responses

psychological approach to advertising

want to know what does and doesn’t work so you can predict what will work in the future.

Question 6

different models of advertising

Answer 6

• sales response models
• hierarchy of effects models
• cognitive response approach

Question 7

consumer segment

Answer 7

who is being targeted, how precisely

Question 8

sales-response models

Answer 8

simple models that only measured input and output (ad expenditures and sales). these where concave or s-shaped

Question 9

hierarchy of effects models

Answer 9

these add and intermediate step between messenger and consumer response, by incorporating emotional aspects.
assume one order and high consumer involvement.
- AIDA and variants
- DAGMAR
- FCB

Question 10

AIDA

Answer 10

attention -> interest -> desire -> action

Question 11

DAGMAR

Answer 11

defining advertising goals for measured advertising results. inform and persuade

Question 12

FCB

Answer 12

foot, cone and belding grid. grid with different levels of thinking and feeling. allows flexibility by adding different levels of thinking and feeling, but not for individual differences (only per product).

Question 13

problems with hierarchy of effects models

Answer 13

• all models assume sequence, passive consumer and no underlying processes/interaction
• grand theory (consumer behavior is too complex for one single model)
• how to get from one stage to the next

Question 14

cognitive response approach

Answer 14

in this model
- consumer is active processor of information
- connect experience to previous experience
- attitude change is explained by how person responds to message
- basis of dual process theories: add spectrum of involvement

Question 15

active processer of information techniques

Answer 15

• elaboration
• persuasion resistance
• neutral persuasion

Question 16

replication crisis causes

Answer 16

lack of critical thinking. there were poor research methods and statistics, low bar for good explanation.

Question 17

suspension of disbelief

Answer 17

we have to turn off critical thinking to agree with social psychologists
- explanation in terms of principle that only applies to that specific case
- explanation mostly redescribes the phenomenon
- one word explanations

this is not a good thing

Question 18

foundations of psychology

Answer 18

• bounded rationality
• humans have goals
• evolution by natural selection

Question 19

bounded rationality

Answer 19

invented by Herbert Simon
- physical symbol system hypothesis: thinking is like a turing machine

because of limits on computing speed intelligent systems must use appropriate methods to handle tasks. because of this there are limits to what we can do

to explain this he used the scissor methaphor

Question 20

scissor metaphor

Answer 20

human rational behavior is like a scissor whose two blades are the structure of the task environments and the computational capabilities of the actor.

Question 21

humans have goals

Answer 21

based on the pyramid of needs.
there might be different perspectives and at different moments in life you’ll have different goals because of emotions.

Question 22

allport

humans have needs

Answer 22

said psychologists would be better of first recognizing the manifest motives before diving into the unconsciousness.

Question 23

Freud

humans have goals

Answer 23

suggested we might have goals we are not aware of

Question 24

evolution by natural selection

Answer 24

the only known causal process capable of producing complex physiological and psychological mechanisms.
but
- natural selection can’t explain everything
- pscyhology must be consistent with natural selection
- we have to think if theory is consistent with natural selection

Question 25

3 components of attitude

recap of social psychology year 1

Answer 25

• cognitive
• affective
• behavioral

Question 26

attitudes are formed based on?

recap of social psychology year 1

Answer 26

• genetics
• social learning
• derived from own behavior (self-perception)
• experiences (conditioning)
• mere exposure

Question 27

attitude measurement?

recap of social psychology year 1

Answer 27

• explicit = self-report questions
• implicit = implicit association test or physiological responses

Question 28

two models of persuasive communication

recap of social psychology year 1

Answer 28

• yale attitude change approach = who said what to whom
• elaboration likelihood model = spectrum of involvement

Question 29

six principles of Cialdini

recap of social psychology year 1

Answer 29

• reciprocity
• consistency
• liking
• scarcity
• authority
• social proof

Question 30

novel methods

Answer 30

methods that still have to be developed