1
SUMMARY OF THE LECTURES OF PSYCHOLOGY OF ADVERTISING
Psychology of Advertising – Lecture 1
Attitudes= evaluation
2 ways of measuring attitudes:
1. Explicit measures: Just asking
2. Implicit measure: quick reaction task
Different type of measures don’t always reveal same way of attitude (homosexuality)
How to change attitudes?
Lowering resistance towards product of commercial By using humor, sex or erotic
images
Advertising: sending and receiving (consumers)
“Advertising is any form of paid communication by an identified sponsor aimed to inform and/or
persuade target audiences about an organization, product, service, or idea”
Exposed to approx. a 1000 ads per day
Functions of advertising
1. Existence of television programs, newspaper, magazines, public events sponsored by
advertising (otherwise they wouldn’t exist)
2. Employment (advertising results in more employment)
3. Information function (Used to be the only goal of advertisement informs people about
certain products, events…)
4. Persuasion function
Persuasion function
Advertisement wants to form, strengthen or change attitudes through advertising (change
peoples attitudes or consumer responses)
,2
Advertisements tend to persuade people by focusing on 3 different consumer responses
(cognitive, affective and behavioral)
Cognitive response are related to what people think about the product (brand
recognition, brand memory want to influence the beliefs or thoughts people have
about the product)
Affective responses are related to what people feel towards ad emotional responses
Behavioral responses you want people to intend to purchase the product)
Hierarchy of effects models (picture above)
Assume that advertising influence these cognitive responses in a specific order (going from
cognitive responses to affective responses to behavior)
DAGMAR model (Above) is such a hierarchy of effect model
Suggest that we firstly go from being unaware to becoming aware of product and after
we become aware, we try to understand the ad and relate it to our knowledge then
gets stored to memory and this can influence our attitudes and in the end maybe also
our behavior
Lot of criticsm about hierarchy models (because people don’t always go from unaware to
aware and skip steps hierarchy models always assume that people go through this steps
and are highly motivated to process ads)
Consequence of probelsm of hierarchy of effects models:
,3
FCB Grid: we have these think-feel-do steps but they are not always in that order and it
depends on what that product is
If your are really involved in that product (produc important) then you really start to
think (upper half)
If really a think product (something big you do the upper left one)
If product emotional and expensive you do upper right
If there is low involvement (not that much thinking toilet paper) you do bottom left
More affective products but less involvement are driven by personal satisfaction (bottom
right)
Processing advertising messages
4 stages of processing advertising messages
Range from really automatic/unconscious to reflective/conscious processing
1.Preattentive analysis stage (scanning stage scan environment)
Often, consumers learn about products incidentally (newspaper, magazines…) not
much attention just scan info
BUT: still impact throgh unconscious/implicit processes Info gets in implicit memory
which can be retrieved later
Some things that are related to preattentive stage
1. Perceptual/conceptual processing
2 processes that preattentive proccessing can rely on
Perceptual analysis: physical features of product (colours, contours)
Conceptual analysis: Since some time evidence that in preattentive stage conceptual
procesing is also included and not just pereceptual processing Understand what the
product is used for (can affect behavior if product looks a bit different than in ad)
, 4
Study by shapiro as first evidence of conceptual processing (look at screenshots)
Asked participants to read article and on left side of article was an ad 2 conditions: half of
participants saw object in isolation and other condition with participants seeing used phone
Wanted to measure to what extent participant remember seeing the phone in ad
(measured memory showing catalogue with different kinds of isolated products (one
of these products was phone) and showing catalogue with verbal leables (phone,
briefcase)
If memory would be based on physical processing (perceptual processing) then they
would expect that people who would be in isolated object condition where they only saw
the phone, would have a better memory of product. However, found the exact opposite
(people in object in context condition had a better memory than people in isolated
object condition). Conclusion = Incidental memory is based on concept of the phone and
not necessarily on pictures)
SUMMARY OF THE LECTURES OF PSYCHOLOGY OF ADVERTISING
Psychology of Advertising – Lecture 1
Attitudes= evaluation
2 ways of measuring attitudes:
1. Explicit measures: Just asking
2. Implicit measure: quick reaction task
Different type of measures don’t always reveal same way of attitude (homosexuality)
How to change attitudes?
Lowering resistance towards product of commercial By using humor, sex or erotic
images
Advertising: sending and receiving (consumers)
“Advertising is any form of paid communication by an identified sponsor aimed to inform and/or
persuade target audiences about an organization, product, service, or idea”
Exposed to approx. a 1000 ads per day
Functions of advertising
1. Existence of television programs, newspaper, magazines, public events sponsored by
advertising (otherwise they wouldn’t exist)
2. Employment (advertising results in more employment)
3. Information function (Used to be the only goal of advertisement informs people about
certain products, events…)
4. Persuasion function
Persuasion function
Advertisement wants to form, strengthen or change attitudes through advertising (change
peoples attitudes or consumer responses)
,2
Advertisements tend to persuade people by focusing on 3 different consumer responses
(cognitive, affective and behavioral)
Cognitive response are related to what people think about the product (brand
recognition, brand memory want to influence the beliefs or thoughts people have
about the product)
Affective responses are related to what people feel towards ad emotional responses
Behavioral responses you want people to intend to purchase the product)
Hierarchy of effects models (picture above)
Assume that advertising influence these cognitive responses in a specific order (going from
cognitive responses to affective responses to behavior)
DAGMAR model (Above) is such a hierarchy of effect model
Suggest that we firstly go from being unaware to becoming aware of product and after
we become aware, we try to understand the ad and relate it to our knowledge then
gets stored to memory and this can influence our attitudes and in the end maybe also
our behavior
Lot of criticsm about hierarchy models (because people don’t always go from unaware to
aware and skip steps hierarchy models always assume that people go through this steps
and are highly motivated to process ads)
Consequence of probelsm of hierarchy of effects models:
,3
FCB Grid: we have these think-feel-do steps but they are not always in that order and it
depends on what that product is
If your are really involved in that product (produc important) then you really start to
think (upper half)
If really a think product (something big you do the upper left one)
If product emotional and expensive you do upper right
If there is low involvement (not that much thinking toilet paper) you do bottom left
More affective products but less involvement are driven by personal satisfaction (bottom
right)
Processing advertising messages
4 stages of processing advertising messages
Range from really automatic/unconscious to reflective/conscious processing
1.Preattentive analysis stage (scanning stage scan environment)
Often, consumers learn about products incidentally (newspaper, magazines…) not
much attention just scan info
BUT: still impact throgh unconscious/implicit processes Info gets in implicit memory
which can be retrieved later
Some things that are related to preattentive stage
1. Perceptual/conceptual processing
2 processes that preattentive proccessing can rely on
Perceptual analysis: physical features of product (colours, contours)
Conceptual analysis: Since some time evidence that in preattentive stage conceptual
procesing is also included and not just pereceptual processing Understand what the
product is used for (can affect behavior if product looks a bit different than in ad)
, 4
Study by shapiro as first evidence of conceptual processing (look at screenshots)
Asked participants to read article and on left side of article was an ad 2 conditions: half of
participants saw object in isolation and other condition with participants seeing used phone
Wanted to measure to what extent participant remember seeing the phone in ad
(measured memory showing catalogue with different kinds of isolated products (one
of these products was phone) and showing catalogue with verbal leables (phone,
briefcase)
If memory would be based on physical processing (perceptual processing) then they
would expect that people who would be in isolated object condition where they only saw
the phone, would have a better memory of product. However, found the exact opposite
(people in object in context condition had a better memory than people in isolated
object condition). Conclusion = Incidental memory is based on concept of the phone and
not necessarily on pictures)
