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Exposé Media Psychology
Exposé Media Psychology
Agustina Contreras
Student-No. 1179000009
TABLE OF CONTENTS
Introduction ……………………………………………………………………………2
AIDA
Model……………………………………………………………………………..3
Integrative theory………………………………………………………………………6
Conclusion……………………………………………………………………………..6
Reference list…………………………………………………………………………..7
Affidavit………………………………………………………………………………….8
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INTRODUCTION
When I go to the supermarket to buy four things ... I always come out with
seventeen. What happened? Why? The answer is very simple - the psychology
of advertising.
The relationship between psychology and advertising has a long history. Many
psychologists looked at how advertisements worked, one of the first being was
Walter Dill Scott. He believed people were very easily persuaded by
propaganda, regardless of intelligence. Starting with his 1903 book ‘The
Psychology of Advertising in Theory and Practice’, Scott's work surfaced the
way for two other psychologists, Harry Hollingworth and John B. Watson, to
further study how advertisements draw people in and help companies sell
products.
Persuasion is any change in beliefs and attitudes that results from exposure to
a communication (Petty & Cacioppo; 1986).
LITERATURE REVIEW
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THEORETICAL FRAMEWORK
The starting point in the diagnostic of the effects of advertising belongs to St.
Elmo Lewis, who developed in 1898 the famous AIDA model (attention - interest
- desire - action). Since then, the literature has shown many other opinions in
this view. Among the most popular theories on consumer reaction to information
of a promotional nature are (Vakratsas and Amble, 1999):
2
Cognitive response theory assumes that advertising has the ability to influence
the relative importance that individuals attach to various attributes of the
product, purchase decision being completely rational (Thorson and Moore,
1996). The primary role of advertising is to provide utilities related to information
or search costs. These model considers that on the market there are two major
categories of goods: those involving consumer experience and those related to
the search process. The goods in the first category are characterized by the fact
that they involve the need for repeated use so that the consumer can estimate
their quality. The second category can be easily evaluated on the basis of
objective norm such as price, prior use not being necessary. This classification,
however, is problematic because numerous goods involve both consumer
experience and search.
Cognitive response theory is the basis of the link between advertising and price
elasticity of demand. On the one hand, high quality and product differentiation
entail, in accordance with the theory of strength of the market, a decrease in
price elasticity of demand, especially visible in the case of products involving
the experience and, on the other hand, according to the information theory,
actively searching information by consumers generates an increase in
sensitivity to price (Bagwell, 2005). Studies in this direction have led to results
that seem to confirm both theories (Vakratsas and Amble, 1999; Reed and
Ewing, 2004). An obvious consequence of the theory of cognitive response is
that by which the sponsors experiment to create an effective advertising, using
initially unique selling recommendation, and then the product standing in the
market.
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importance given to a product or situation, including the perceived risk in the
purchase (Reed and Ewing, 2004). The degree of involvement usually varies
from high to low, without considering, however, that it can be addressed simply
by this difference of opinion. In fact, the degree of variation is constant from one
end to the other. According to this theory, there were a number of models.
Elaboration Likehood Model was proposed by Richard E. Petty and John T.
Cacioppo, they consider that consumer response is cognitive one that can take
two directions, one related to the evaluation of product attributes and the other
referring to the execution of the message (Lee and Schumann, 2004). Both
directions follow the cognitive- affective response. Another model designed at
intermediate effects that advertising generate, is that proposed by Deborah
MacInnis and Bernard J. Jaworski C. (Smith and Yang, 2004). According to
them, at the consumer level occurs six levels of mental processing, which are
the following: 1. analysis of the characteristics which have the effect of affective
mood 2. primary classification with affective transfer effects 3. analysis of
meanings, whose effect is an heuristic analyze 4. integration of information, with
primary persuasive effects 5. assuming the roles with persuasive effects of
empathic nature 6. processes of construction with effects of self-persuasion.
The presented theories and models refer to the importance of involving as the
mediator element in the advertising communication.
All these theories believe the presence of different effects of the advertising
effort (Weilbacher, 2001). However, they are different in that the significance to
a greater or lesser extent a given type of effect, whether cognitive or emotional.
The similarity, on the other hand, is related to emphasize given to the concept
of experience. Latest opinions on the issue suggests that the three effects are
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unbreakable and should be addressed not as a hierarchy, but rather as
dimensions of a complex reality that characterizes the consumer and his
reaction to the phenomenon of advertising (Vakratsas and Amble, 1999).
CONCLUSION
Advertising has been and remains a very important area of interest, this being
due to its impact on human society in general and given its communication
impact. The multitude of theories and models express very clear that the study
of advertising was not static, but dynamic closely linked to socio-economic
development.
REFERENCE LIST
5
Bagwell, Kyle (2005), The Economic Analysis of advertising, available at
http://www.columbia.edu/~kwb8/papers.html.
Gardner, Meryl Paula (1985), Mood States and Consumer Behavior: A Critical
Review, Journal of Consumer Research, vol. 12, December.
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AFFIDATIV
I herewith declare that the following work I have prepared is my own without the
use of materials other than those cited.
Cologne, 11/05/2017