Psychology of Advertising
Advertising Wear-Out - correct answer-Captures the phenomenon that advertising repetition
ultimately hurts advertising effectiveness because every subsequent exposure enables the
generation of ever more negative consumer responses, such as scepticism and irritation.
Accessibility - correct answer-Refers to the speed and ease with which information is
retrieved from memory
Adjustment function of attitudes - correct answer-Attitudes help us to maximize our rewards
and minimize penalties in interactions with our physical and social environment
Advertising - correct answer-Refers to any form of paid communication by an identified
sponsor aimed to inform and/or persuade target audiences about an organization, product,
service, or idea.
Advertising Clutter - correct answer-Refers to the extent to which multiple messages
compete for the attention of consumers.
Affect-as-information Hypothesis - correct answer-Refers to the use of the "how do I feel
about it" heuristic. Individuals use this heuristic to infer their attitude from their present mood
state.
Affect-based Appeals - correct answer-Refer to the use of affect and emotion in advertising
to appeal to consumers' feelings about a product in order to persuade.
Affective Priming Method - correct answer-Is an implicit measure of attitudes. Individuals are
presented on each trial with a prime (the name or picture of an attitude object). Immediately
afterwards they are presented with positive or negative adjectives (e.g. words such as
"useful," "valuable," or "disgusting") and are asked to decide as fast as possible whether the
adjective is positive or negative. The time it takes people to make this judegement (i.e.
response latency) constitutes the dependent measure.
Alpha Strategies - correct answer-In advertising are message tactics that generally increase
the attractiveness of the offer and thus serve to influence a consumer's approach motivation.
Approach Motivation - correct answer-The tendency to move toward an object, advocated
position, offer, or idea.
Argument-based Appeals - correct answer-Use rational arguments to address consumers'
beliefs about the attributes of a product in order to persuade.
Assimilation - correct answer-Entails the notion that objects are classified as more similar to
the parent category to the extent that the object and category are more congruent.
,Attention - correct answer-The process by which information is held in conscious awareness
and can be manipulated in working memory.
Attitude Certainty - correct answer-Refers to the confidence individuals have in the validity or
correctness of their own attitude.
Attitude Strength - correct answer-Refers to the extent tow hich attitudes infleunce
judgements and behaviour. Strong attitudes are characterized by four attributes: (1) high
stability over time; (2) great impact on behaviour; (3) great influence on information
processing; and (4) great resistance to persuasion.
Attitudes - correct answer-Reflect the categorization of a stimulus object along an evaluative
dimension.
Attitudinal Ambivalence - correct answer-Reflects a state in which an individual gives an
attitude object equally strong positive or negative evaluation.
Authority - correct answer-The power to influence others into behaving in a certain manner
either through coercion or whith the aid of status- and position-related symbols.
Automatic Processes - correct answer-Processes that occur without intention, effort, or
awareness and do not interfere with other concurrent cognitive processes.
Avoidance Motivation - correct answer-The tendency to move away from an object,
advocated position, offer, or idea.
Beliefs - correct answer-The opinions, knowledge, or thoughts someone has about some
attitude object. Beliefs are perceived links between the attitude object and various attributes.
Beliefs often form the basis of evaluative judgements such as attitudes or preferences.
Behavioural Intention - correct answer-The intention to perform a specific behaviour. In
contrast to implementation intentions, the time and context in which this behaviour will be
performed is left unspecified.
Brand - correct answer-The label with which to identify an individual product and differentiate
it from that of competitors.
Brand Awareness - correct answer-The ease with which exposure to a brand triggers the
brand image.
Brand Equity - correct answer-The value added to a product by a brand name
Brand Image - correct answer-The beliefs, feelings, and evaluations associated with a brand
name.
Brand Personality - correct answer-The stereotypical image consumers have of the user of a
particular brand (for example, driving a Range Rover might convey "ruggedness").
, Categorization - correct answer-The process by which incoming information is classified, that
is, labelled as beloning to one or more categories based on a comparative assessment of
features of the category and the incoming information.
Causal Relationship - correct answer-A relationship between two variables where change in
one variable (the antecedent, or independent variable) elicits change in the other (the
consequence, or dependent) variable. To infer causality, the antecedent must precede the
consequence, changes in the antecedent must be associated with changes in the
consequence and no other explanation for the change in consequence must be present than
the change in antecedent.
Central Executive - correct answer-Allocates attention and coordinates the two subsystems
of working memory of the memory system of Baddeley. It focuses the available attentional
capacity and determines when the phonological loop and the visuo-spatial sketchpad are
used and how they are used.
Classical Conditioning - correct answer-A process through which a neutral stimulus that is
initially incapable of eliciting a particular response (the conditioned stimulus; CS) gradually
acquires the ability to do so through repeated association with a stimulus that already
evokes this response (unconditioned stimulus; US).
Classified Advertising - correct answer-The online version of classic classified newspaper
advertisements. One line classified advertisements appear on websites usually not featuring
other media content and can be posted by individuals and companies alike.
Click-whirr Response - correct answer-Derived from ethological research, this response
entails a fixed action pattern that unfolds more or less invariantly when suitable
environmental stimuli are present in the influence context, similar to the involuntary
squeaking of baby birds once they spot their mother approaching the nest. The first part
refers to the stimulus that prompts the behavioural response and the second part refers to
the actual unfolding of that response.
Cognitive Response Model - correct answer-Assumes that attitude change is mediated by
the thoughts (cognitive responses) recipients generate while listening to persuasive
arguments and that the magnitude and direction of attitude change will depend on the extent
of message relevant thinking and the favourability of the thoughts generated in response to
message arguments.
Commitment/consistency Principle - correct answer-The tendency to behave congruently
across situations.
Compliance - correct answer-The overt behavioural acquiescence response that is sought in
response to a specific request.
Comprehension - correct answer-The process of forming inferences pertaining to the
semantic meaning of a stimulus.
Advertising Wear-Out - correct answer-Captures the phenomenon that advertising repetition
ultimately hurts advertising effectiveness because every subsequent exposure enables the
generation of ever more negative consumer responses, such as scepticism and irritation.
Accessibility - correct answer-Refers to the speed and ease with which information is
retrieved from memory
Adjustment function of attitudes - correct answer-Attitudes help us to maximize our rewards
and minimize penalties in interactions with our physical and social environment
Advertising - correct answer-Refers to any form of paid communication by an identified
sponsor aimed to inform and/or persuade target audiences about an organization, product,
service, or idea.
Advertising Clutter - correct answer-Refers to the extent to which multiple messages
compete for the attention of consumers.
Affect-as-information Hypothesis - correct answer-Refers to the use of the "how do I feel
about it" heuristic. Individuals use this heuristic to infer their attitude from their present mood
state.
Affect-based Appeals - correct answer-Refer to the use of affect and emotion in advertising
to appeal to consumers' feelings about a product in order to persuade.
Affective Priming Method - correct answer-Is an implicit measure of attitudes. Individuals are
presented on each trial with a prime (the name or picture of an attitude object). Immediately
afterwards they are presented with positive or negative adjectives (e.g. words such as
"useful," "valuable," or "disgusting") and are asked to decide as fast as possible whether the
adjective is positive or negative. The time it takes people to make this judegement (i.e.
response latency) constitutes the dependent measure.
Alpha Strategies - correct answer-In advertising are message tactics that generally increase
the attractiveness of the offer and thus serve to influence a consumer's approach motivation.
Approach Motivation - correct answer-The tendency to move toward an object, advocated
position, offer, or idea.
Argument-based Appeals - correct answer-Use rational arguments to address consumers'
beliefs about the attributes of a product in order to persuade.
Assimilation - correct answer-Entails the notion that objects are classified as more similar to
the parent category to the extent that the object and category are more congruent.
,Attention - correct answer-The process by which information is held in conscious awareness
and can be manipulated in working memory.
Attitude Certainty - correct answer-Refers to the confidence individuals have in the validity or
correctness of their own attitude.
Attitude Strength - correct answer-Refers to the extent tow hich attitudes infleunce
judgements and behaviour. Strong attitudes are characterized by four attributes: (1) high
stability over time; (2) great impact on behaviour; (3) great influence on information
processing; and (4) great resistance to persuasion.
Attitudes - correct answer-Reflect the categorization of a stimulus object along an evaluative
dimension.
Attitudinal Ambivalence - correct answer-Reflects a state in which an individual gives an
attitude object equally strong positive or negative evaluation.
Authority - correct answer-The power to influence others into behaving in a certain manner
either through coercion or whith the aid of status- and position-related symbols.
Automatic Processes - correct answer-Processes that occur without intention, effort, or
awareness and do not interfere with other concurrent cognitive processes.
Avoidance Motivation - correct answer-The tendency to move away from an object,
advocated position, offer, or idea.
Beliefs - correct answer-The opinions, knowledge, or thoughts someone has about some
attitude object. Beliefs are perceived links between the attitude object and various attributes.
Beliefs often form the basis of evaluative judgements such as attitudes or preferences.
Behavioural Intention - correct answer-The intention to perform a specific behaviour. In
contrast to implementation intentions, the time and context in which this behaviour will be
performed is left unspecified.
Brand - correct answer-The label with which to identify an individual product and differentiate
it from that of competitors.
Brand Awareness - correct answer-The ease with which exposure to a brand triggers the
brand image.
Brand Equity - correct answer-The value added to a product by a brand name
Brand Image - correct answer-The beliefs, feelings, and evaluations associated with a brand
name.
Brand Personality - correct answer-The stereotypical image consumers have of the user of a
particular brand (for example, driving a Range Rover might convey "ruggedness").
, Categorization - correct answer-The process by which incoming information is classified, that
is, labelled as beloning to one or more categories based on a comparative assessment of
features of the category and the incoming information.
Causal Relationship - correct answer-A relationship between two variables where change in
one variable (the antecedent, or independent variable) elicits change in the other (the
consequence, or dependent) variable. To infer causality, the antecedent must precede the
consequence, changes in the antecedent must be associated with changes in the
consequence and no other explanation for the change in consequence must be present than
the change in antecedent.
Central Executive - correct answer-Allocates attention and coordinates the two subsystems
of working memory of the memory system of Baddeley. It focuses the available attentional
capacity and determines when the phonological loop and the visuo-spatial sketchpad are
used and how they are used.
Classical Conditioning - correct answer-A process through which a neutral stimulus that is
initially incapable of eliciting a particular response (the conditioned stimulus; CS) gradually
acquires the ability to do so through repeated association with a stimulus that already
evokes this response (unconditioned stimulus; US).
Classified Advertising - correct answer-The online version of classic classified newspaper
advertisements. One line classified advertisements appear on websites usually not featuring
other media content and can be posted by individuals and companies alike.
Click-whirr Response - correct answer-Derived from ethological research, this response
entails a fixed action pattern that unfolds more or less invariantly when suitable
environmental stimuli are present in the influence context, similar to the involuntary
squeaking of baby birds once they spot their mother approaching the nest. The first part
refers to the stimulus that prompts the behavioural response and the second part refers to
the actual unfolding of that response.
Cognitive Response Model - correct answer-Assumes that attitude change is mediated by
the thoughts (cognitive responses) recipients generate while listening to persuasive
arguments and that the magnitude and direction of attitude change will depend on the extent
of message relevant thinking and the favourability of the thoughts generated in response to
message arguments.
Commitment/consistency Principle - correct answer-The tendency to behave congruently
across situations.
Compliance - correct answer-The overt behavioural acquiescence response that is sought in
response to a specific request.
Comprehension - correct answer-The process of forming inferences pertaining to the
semantic meaning of a stimulus.
