Lecture 1: a psychological approach to advertising Flashcards
alpha versus omega approach
- alpha = try to get people to buy a product
- omega = try to get people to not avoid buying a product
steps of a marketing agency
- market research
- develop basic concept
- develop/fit with promotions mix
- media planning
- develop creative concept
- test concept
- evaluation
role of psychology in advertising
to identify if and why something works in advertising (evaluation)
functions of advertising
- shifts who pays for a service
- facilitating competition
- communicating with consumers
- informing consumers
- funding public mass media
- creating jobs
individual level advertising research
- 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.
different models of advertising
- sales response models
- hierarchy of effects models
- cognitive response approach
consumer segment
who is being targeted, how precisely
sales-response models
simple models that only measured input and output (ad expenditures and sales). these where concave or s-shaped
hierarchy of effects models
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
AIDA
attention -> interest -> desire -> action
DAGMAR
defining advertising goals for measured advertising results. inform and persuade
FCB
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).
problems with hierarchy of effects models
- 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
cognitive response approach
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
active processer of information techniques
- elaboration
- persuasion resistance
- neutral persuasion
replication crisis causes
lack of critical thinking. there were poor research methods and statistics, low bar for good explanation.
suspension of disbelief
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
foundations of psychology
- bounded rationality
- humans have goals
- evolution by natural selection
bounded rationality
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
scissor metaphor
human rational behavior is like a scissor whose two blades are the structure of the task environments and the computational capabilities of the actor.
humans have goals
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.
allport
humans have needs
said psychologists would be better of first recognizing the manifest motives before diving into the unconsciousness.
Freud
humans have goals
suggested we might have goals we are not aware of
evolution by natural selection
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
3 components of attitude
recap of social psychology year 1
- cognitive
- affective
- behavioral
attitudes are formed based on?
recap of social psychology year 1
- genetics
- social learning
- derived from own behavior (self-perception)
- experiences (conditioning)
- mere exposure
attitude measurement?
recap of social psychology year 1
- explicit = self-report questions
- implicit = implicit association test or physiological responses
two models of persuasive communication
recap of social psychology year 1
- yale attitude change approach = who said what to whom
- elaboration likelihood model = spectrum of involvement
six principles of Cialdini
recap of social psychology year 1
- reciprocity
- consistency
- liking
- scarcity
- authority
- social proof
novel methods
methods that still have to be developed
