Marketing_lecture - Marketing/Advertising Marketing/Advertising Beginning with Watson’s career in advertising in the 1920s marketers have

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Unformatted text preview: Marketing/Advertising Marketing/Advertising Beginning with Watson’s career in advertising in the 1920s, marketers have employed numerous classical conditioning principles to promote their products. For example, advertisements often pair their products or logo (Neutral Stimulus) with pleasant images (Conditioned Stimulus) to trigger favorable responses (Conditioned Response). Marketing/Advertising Marketing/Advertising Advertisers hope that after repeated viewings, the previously neutral stimulus (their product/logo) will become a conditioned stimulus that elicits favorable conditioned responses and we buy their products. Marketing/Advertising Marketing/Advertising Subliminal Repeated Exposure – the repeated exposure effect is stronger when the stimulus is NOT consciously perceived than when the individual is aware of it Marketing/Advertising Marketing/Advertising Strategies 1) Affect – consumers generally like whatever is associated with positive affect and dislike results from association with negative affect. Example, the media is aware that facial features elicit positive and negative reactions from others. Mickey Mouse originally was a rather aggressive character. Over his career he has become more loving and lovable. His face has become rounder, his eyes bigger, and his appearance more youthful. Marketing/Advertising Marketing/Advertising 2) Overt Characteristics ­ Physical attractiveness – consumers generally like products associated with attractive people compared to unattractive people 3)Similarity – Consumers generally like products, people, and advertisements that highlight attitudes similar to their own and to which they can relate. Marketing/Advertising Marketing/Advertising Some ads emphasize information about quality and intrinsic rewards, while others emphasize image and extrinsic rewards. Self monitoring behavior­ degree to which individuals regulate their behavior on the basis of the external situation and the reactions of others or on the basis of internal factors such as their own beliefs, attitudes, and interests. Constructive Processing and False Memories False P. 294 People visited Disney and were shown fake ads that featured Bugs Bunny. Later 16% claimed that they met Bugs at Disneyland. Psychology in the Media Psychology Read p.53­54 ...
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This note was uploaded on 03/30/2010 for the course PSYCHOLOGY psy1000 taught by Professor Cico during the Fall '09 term at Brevard Community College.

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