Psychology Of Advertising - Stroebe & Wolfgang

Front 1

Functions of Advertising (7 Functions)

Back 1

Economic - Facilitating Competition, Funding Mass Media, Creating Jobs
Societal - Transmission of Culture
Consumer - Informing Consumers About Products, Persuade Individuals, Creating and Changing Consumer Needs

Front 2

Informing

Back 2

Reports Factual Information (Price and Performance)

Front 3

Persuading

Back 3

Uses consumers' emotions, anxiety, psychological needs and desires to sell the product

Front 4

Three Conditions of Causality

Back 4

Correlation, Temporal Sequence (seeing ad before purchasing), No Other Explanation

Front 5

Advertising as Market Power (5)

Back 5

-Affects consumer preferences and tastes
-Consumers become brand loyal and less price sensitive
-Potential entrants must overcome established brand loyalty, entry costs are high
-Concentrated industry, firms are largely protected by new competitors
-Firms can charge more and are not required to compete on price

Front 6

Advertising as Information (6)

Back 6

-Informs consumers about product attributes
-Consumers become more price sensitive and only buy "best" value
-Encourages competitor entry into the market by informing consumers
-Competitive rivalry is increased, efficient firms remain
-More informed consumers lead to higher innovation and lower prices
-Industry prices are decreased

Front 7

Societal Criticisms (4)

Back 7

-Advertising encourages materialism
-Advertising makes people buy products they don't need
-Advertising creates and perpetuates negative stereotypes
-Advertising finances most major media options

Front 8

Cognitive Response

Back 8

The mental action or process of acquiring knowledge and understanding through thought, experiences, and the senses.

Front 9

Cognitive Response Measures (4)

Back 9

-Awareness/Attention
-Recall and Recognition
-Knowledge or Beliefs
-Attitude

Front 10

Affective Response

Back 10

Consumer's emotions or feelings about a particular brand.

Front 11

Affective Response Measures (3)

Back 11

-Feelings - "PSA's" illicit emotional response from viewers
-Emotion - Play off emotions. Usually fear, anger, viewers want to take actions
-Moods - Affects moods of viewers

Front 12

Behavioral Response

Back 12

Observed actions in response to a stimulus.

Front 13

Behavioral Response Measures (2)

Back 13

-Behavioral Intention - "Do you intend to purchase my service/product?"
-Actual Behavior - Actual measurement of those who purchased service/product. Strong link between intention and actual.

Front 14

Source Factors (4)

Back 14

-Targeting through specialty magazines
-Who delivers the ad (spokespeople)
-Must be a good fit to the product
-Must have expertise

Front 15

Message Argument Factors (2)

Back 15

-Strong arguments are more effective than weak arguments
-The more words, the more effective unless viewer doesn't care about the product

Front 16

Message Structure Factors - Primacy

Back 16

Viewers tend to remember things said first.

Front 17

Message Structure Factors - Recency

Back 17

Viewers tend to remember the most recent things said.

Front 18

Affective Appeal Factors

Back 18

Tend to remember ads that have a negative affect. People avoid brands and products they feel negatively about.

Front 19

Economic Model of Effects

Back 19

Consumers make decisions that lead to the largest net benefit to them in terms of the exchange resources at issue.

Front 20

Utility Maximization

Back 20

Best product one can get with the least amount of money.

Front 21

Net Benefit

Back 21

The benefit received from paying less for a good than the maximum amount that the person is willing to pay for it.

Front 22

Criticisms for Economic Model of Effects (4)

Back 22

-Does not account for individual level psychologic processes
-Ignores intermediate effects
-Ignores delayed effects
-Does not include recommendations, brand loyalty, extra income, relevancy, etc.

Front 23

Hierarchy of Effects Models - AIDA

Back 23

(Must move through each stage to get to the bottom)
-Attention - If viewers aren't paying attention to the ad they won't have interest
-Interest- Have to get viewers interested in the product
-Desire- Have to create a desire to purchase
-Attitude- Have to motivate people to purchase

Front 24

Hierarchy of Effects Models - DAGMAR

Back 24

Defining Advertisings Goals and Measuring Advertising Results
-Awareness - must be aware of product and ad
-Comprehension - must comprehend product and ad
-Conviction - "this will fulfill my needs and wants"
-Action- understanding and interest of product

Front 25

Hierarchy of Effects Models - Foote-Cone-Belding (FCB) Grid

Back 25

-High Involvement + Thinking = Informative (Economic) Learn > Feel > Do (Cars, House, Computers)

-High Involvement + Feeling = Affective (Psychological) Feel > Learn > Do (Jewelery, Pets)

-Low Involvement + Thinking = Habitual (Responsive) Do > Learn > Feel (Laundry soap, Dishes)

-Low Involvement + Feeling = Satisfaction (Social) Do > Feel > Learn (Candy, Alcohol, Cigarettes)

Front 26

Hierarchy of Effects Criticisms (3)

Back 26

-Lack of empirical support
-Problematic assumptions - high involvement, passive consumers, advertising as primary source of influence
-Overly simplistic

Front 27

Information Processing Models - Cognitive Response Model

Back 27

Consumers combine items of information about attributes to reach a decision. They emphasize beliefs as key determinants.

Front 28

Information Processing Models - Dual Processing Model

Back 28

Consumers will use different processing strategies in different situations
When motivations are high, consumers: process information more systematically, rely more on ad argument strength, rely more on informational components
When motivations are low, consumers: process information superficially, rely more on heuristic cues

Front 29

Information Processing Models - Unconscious Processing Model

Back 29

Automatic processes that take place outside of our conscious awareness. Our brains notice things happening but dismisses them.

Front 30

Mere Exposure Effect

Back 30

Even ignored ads can have a later effect on behavioral decision making

Front 31

Four Stages of Attention and Processing of an Ad
1)Preattentive Analysis

Back 31

Incidental/Accidental exposure to ads. Information acquisition frequently involves very limited cognitive activtiy.

Front 32

Feature Analysis

Back 32

Processing perceptual features such as contours, brightness, contrast

Front 33

Semantic Analysis

Back 33

Capturing the meaning of the advertised product. Incidental exposure occurs by matching activation or differential lateral hemispheric activation.

Front 34

Differential Lateral Hemispheric Activation

Back 34

Ads are more likely to draw attention when the location of the focal ad can make use of the mobilized attention resources that are left unused.

Front 35

Hedonic Fluency

Back 35

The subjective ease with which stimuli are perceived and processed.

Front 36

Four Stages of Attention and Processing of an Ad
2) Focal Attention

Back 36

After an ad is noticed, it may be brought to conscious awareness. At this level ad messages are identified and categorized. Influenced by consumer motivation, involvement, and personality characteristics.

Front 37

Message Salience

Back 37

Extent to which ad message features contrast with the envionment

Front 38

Vividness

Back 38

Extent to which ad messages are emotionally interesting, concrete, and image provoking

Front 39

Novelty

Back 39

Extent to which information in advertising disconfirms existing consumer expectancies

Front 40

Categorization

Back 40

Process by which incoming information is classified as belonging to some category.
-Assimilation and Contrast
-Impression formation and impression conrrection

Front 41

Four Stages of Attention and Processing of an Ad
3) Comprehension

Back 41

Process of forming inferences pertaining to the semantic meaning of an ad

Front 42

Cognitive Dissonance

Back 42

the presence of incongruent relations among cognitions that frequently results in mental discomfort.

Front 43

Truth Effect

Back 43

It's easy to accept information in an ad rather than argue against it

Front 44

Sleeper Effect

Back 44

Repeatedly saying information in an ad is false despite the information repitition

Front 45

Four Stages of Attention and Processing of an Ad
4) Elaborative Reasoning

Back 45

The process by which the semantically represented ad message is actively related to previously stored consumer knowledge. Influenced by personality, quality of message argument, and involvement

Front 46

Encoding

Back 46

The processes involved in getting the information into the system by transforming an external stimulus into an internal representation which allows us to retain it in the cognitive system.

Front 47

Storage

Back 47

Involves information retention over time. Can be short term or long term.

Front 48

Retrieval

Back 48

The processes that allow us to find the information in our memory from long-term.

Front 49

Atkinson and Shiffrin's model of Three Memory Components

Back 49

-Sensory Memory - very brief
-Working or Short-term Memory - thinking, problem solving
-Permanent or Long-term Memory - information is encoded semantically

Front 50

Levels of Processing

Back 50

Items are remembered better the more we pay attention to them and the more deeply they are processed.