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The Psychology of Advertising

The Psychology of Advertising - Michael Curran Psychology...

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Michael Curran Psychology 113 : Extra Credit Documentary The Psychology of Advertising Hailed as one of the greatest modern psychologists, Robert Cialdini of Arizona State University has spent much of his career delving into the psychological techniques used in modern day advertising. In his documentary from the 1980’s titled “The Psychology Advertising”, Cialdini spends some time explaining to us the various useful methods enforced by marketing agencies and their impact on our psyche. The first universal principal documented by Cialdini is reciprocation, the act of returning a favour. This method toys with the superego of the customer, as in their debate of “right and wrong” it would be seen as right to return a favour. Cialdini likens this to members of the International Krishna Society for Krishna Consciousness who ascertain most of their “business” from airports. In a rushed environment, the donation of a flower
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