Summary with the 1st edition of The Psychology of Advertising by Stroebe and Fennis
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- This bundle contains Summaries, Lecture Notes and Practice Exams for the course Psychology of Advertising of the Psychology, year 2/3 program at the University of Leiden.
- For a complete overview of the summaries & study service offered by JoHo and the available printed summaries for this course, visit Psychologie: Leiden - Bachelor UL - Summaries and study services on Worldsupporter
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Summary with the 1st edition of The Psychology of Advertising by Stroebe and Fennis
Study Notes Psychology of Advertising - UL
Study Notes Psychology of Advertising - UL
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- Dutch and English lecture notes for Psychology of Advertising at Leiden University
- An English update of the lecture notes in the form of a sheetnote
ExamTests with Psychology of Advertising at Leiden University - 2018/2019
ExamTests with Psychology of Advertising at Leiden University - 2018/2019
MC-questions
Question 1
Fill in the blanks: Memory interference for advertisements and brands
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Summaries and study services for Psychology Bachelor 2/3 at Leiden University - Specialisation courses & Electives - Year 2022/2023
Summaries and study services for Psychology Bachelor 2/3 at Leiden University - Specialisation courses & Electives - Year 2022/2023
This bundle contains relevent study materials with the second and third year of the Psychology Bachelor programme, in Dutch and English for Leiden University. Do you have your own lecture notes or summaries to share? Make your fellow students happy and upload them to your own WorldSupporter...
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Summaries and study services for Psychology Bachelor 2/3 at Leiden University - Specialisation courses & Electives - Year 2022/2023
Applied Cognitive Psychology: Summaries, Study Notes and Practice Exams - UL
Applied Cognitive Psychology: Summaries, Study Notes and Practice Exams - UL
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Artificial Intelligence & Neurocognition: Summaries, Study Notes and Practice Exams - UL
Artificial Intelligence & Neurocognition: Summaries, Study Notes and Practice Exams - UL
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Attention: Theory & Practice: Summaries, Study Notes and Practice Exams - UL
Attention: Theory & Practice: Summaries, Study Notes and Practice Exams - UL
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Clinical Child and Adolescent Psychology: Summaries, Study Notes and Practice Exams - UL
Clinical Child and Adolescent Psychology: Summaries, Study Notes and Practice Exams - UL
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Clinical Neuropsychology: Summaries, Study Notes and Practice Exams - UL
Clinical Neuropsychology: Summaries, Study Notes and Practice Exams - UL
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Clinical Psychology: Summaries, Study Notes and Practice Exams - UL
Clinical Psychology: Summaries, Study Notes and Practice Exams - UL
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Cognitive Neuroscience: Summaries, Study Notes and Practice Exams - UL
Cognitive Neuroscience: Summaries, Study Notes and Practice Exams - UL
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Consciousness: Summaries, Study Notes and Practice Exams - UL
Consciousness: Summaries, Study Notes and Practice Exams - UL
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Cross-cultural Psychology of Health and Illness: Summaries, Study Notes and Practice Exams - UL
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Culture & Diversity at Work - Summaries, Study Notes and Practice Exams - UL
Culture & Diversity at Work - Summaries, Study Notes and Practice Exams - UL
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Developmental Psychopathology: Summaries, Study Notes and Practice Exams - UL
Developmental Psychopathology: Summaries, Study Notes and Practice Exams - UL
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Emotion and Cognition: Summaries, Study Notes and Practice Exams - UL
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Economic and Consumer Psychology: Summaries, Study Notes and Practice Exams - UL
Economic and Consumer Psychology: Summaries, Study Notes and Practice Exams - UL
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Groupdyanmics: Summaries, Study Notes and Practice Exams - UL
Groupdyanmics: Summaries, Study Notes and Practice Exams - UL
Groupdyanmics: Summaries, Study Notes and Practice Exams - UL
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Health & Medical Psychology: Summaries, Study Notes and Practice Exams - UL
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Multivariate Data Analysis: Summaries, Study Notes and Practice Exams - UL
Multivariate Data Analysis: Summaries, Study Notes and Practice Exams - UL
Pharmacological and Biological Approaches to Clinical and Health Psychology: Summaries, Study Notes and Practice Exams - UL
Pharmacological and Biological Approaches to Clinical and Health Psychology: Summaries, Study Notes and Practice Exams - UL
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Psychodiagnostics: Summaries, Study Notes and Practice Exams - UL
Psychodiagnostics: Summaries, Study Notes and Practice Exams - UL
Psychodiagnostics: Summaries, Study Notes and Practice Exams - UL
Psychological and Neurobiological Consequences of Child Abuse: Summaries, Study Notes and Practice Exams - UL
Psychological and Neurobiological Consequences of Child Abuse: Summaries, Study Notes and Practice Exams - UL
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Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
- This bundle contains Summaries, Lecture Notes and Practice Exams for the course Psychology of Advertising of the Psychology, year 2/3 program at the University of Leiden.
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Psychotherapy: Theory, Research & Practice: Summaries, Study Notes and Practice Exams - UL
Psychotherapy: Theory, Research & Practice: Summaries, Study Notes and Practice Exams - UL
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School Psychology: Summaries, Study Notes and Practice Exams - UL
School Psychology: Summaries, Study Notes and Practice Exams - UL
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Sexology: Summaries, Study Notes and Practice Exams - UL
Sexology: Summaries, Study Notes and Practice Exams - UL
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Social Psychology in Organisations: Summaries, Study Notes and Practice Exams - UL
Social Psychology in Organisations: Summaries, Study Notes and Practice Exams - UL
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Stress, Health and Disease: Summaries, Study Notes and Practice Exams - UL
Stress, Health and Disease: Summaries, Study Notes and Practice Exams - UL
Stress, Health and Disease: Summaries, Study Notes and Practice Exams - UL
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The Adolescent Brain: Summaries, Study Notes and Practice Exams - UL
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Samenvattingen en studiehulp voor Psychologie Bachelor 2/3 aan de Universiteit Leiden - Verplichte vakken - Year 2022/2023
Samenvattingen en studiehulp voor Psychologie Bachelor 2/3 aan de Universiteit Leiden - Verplichte vakken - Year 2022/2023
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Samenvattingen en studiehulp voor Psychologie aan de Universiteit Leiden - Jaargang 2022-2023
Samenvattingen en studiehulp voor Psychologie aan de Universiteit Leiden - Jaargang 2022-2023
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Summaries and study services for the International Bachelor Psychology (IBP) at Leiden University
Summaries and study services for the International Bachelor Psychology (IBP) at Leiden University
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Study Notes Psychology of Advertising - UL
Lecture notes with Psychology of Advertising at Leiden University - 2017/2018
Lecture notes with Psychology of Advertising at Leiden University - 2017/2018
Week 1
What are the changes in the lectures?
- In this course the focus lies on the persuasion function: forming, strengthening or changing attitudes through advertising.
- In this lecture the four stages of processing advertising are explained and for each stage there are different models and stimuli. The nowadays way of advertising is more effective, because influencing emotions works better than having to process all the information.
- ABC effect stands for affect, behaviour and cognition.
- Perceptual fluency: the things that are, for example, are easier to read feel more flued. Fluency gives a more positive feeling and also contribute this feeling to the brand.
- Focal attention face.
- Salient stimulus: are different from environment, it’s context and therefore possibly interesting.
Which topics are treated in the lecture that aren't treated in the literature?
- Everything that's been said in the lecture can also be found in the literature.
Which things are important for the exam?
- It is important to know what the four different stages of processing advertisement are and what models and other defenitions belong to those stages.
Week 2
What are the changes in the lectures?
- Lecture 2 this year was lecture 3 last year. This lecture is all about attitudes, what the are, how they are formed and what influence it has on our behaviour.
Which topics are treated in the lecture that aren't treated in the literature?
- This part is not mentioned in the lecture: Haddock researched attitudes about Tony Blair, like attitudes about BMW verses Mercedes. These had the same results, except for the fact that people assume that there must not be that many negative attributes, only when an attitude is weak or ambivalent beforehand.
- Not only music, but scent can unconsciously influence behaviour such as being in the store longer, having a good feeling, and buying behaviour.
- Study from Morales et al., 2007 not mentioned in the book (implicit attitude: cookies and sanitary napkins)
- Study from Priester et al., 2004 not mentioned in the book (attitude strength)
- Study from Dardis et al., 2015 (game performance and brand attitude)
Which things are important for the exam?
- What you need to know for the exam about attitudes: Definitions, characteristics, how they are formed, functions and the predictors/consequences of attitude strength.
Week 3
What are the changes in the lectures?
- This was lecture 2 last year. In this lecture there is a brief overview of how the
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Lecture notes with Psychology of Advertising at Leiden University - 2015/2016
Lecture notes with Psychology of Advertising at Leiden University - 2015/2016
- Lecture 1: Psychology of Advertising: setting the stage
- Lecture 2: How advertising affects consumer memory
- Lecture 3: Advertising and Attitudes
- Lecture 4: How it really works
- Lecture 5: Advertising and Attitude Change
- Lecture 6: How advertising influences buying behavior
- Lecture 7: Advertising and Social Influence
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Lecture 1: Psychology of Advertising: setting the stage
The door in the face technique: making unreasonable requests so the actual question you want people to say yes to doesn’t same that unreasonable. It seems as if both parties are compromising, while that’s not true. People say yes eventually because of reciprocity.
Advertisings send and people receive. Advertising means payed communication to convince. People are exposed to a thousand ads a day. In the earlier advertisements, the focus lay on information, but nowadays the focus lies on convincing.
Functions of advertising are: sponsoring, it provides jobs, it gives information and it convinces people. The effects of advertising:
On cognition are: on recognition and memory and on beliefs and thought.
On affect are: on liking the product and on emotional response.
On behavior are: purchase intention and on actually buying the product.
The hierarchy model of DAGMAR consists of: Define (unconscious), Advertising (conscious), Goal, (comprehension and image), Measured (attitude), Advertising and Result (Action). The hierarchy model FCB Grid looks like this:
| Thinking | Feeling |
High involved | Informative: think-feel-do | Affective: feel-think-do |
Low involved | Habit: do-think-feel | Sel-satisfaction: do-feel-think |
The four stages of processing are between unconscious/automatic and conscious/reflective. They are pre-attentive analysis, focal attention, comprehension and elaborative reasoning. the pre-attentive analysis happens incidentally, with little attention and has an implicit influence. Different kinds are:
Perceptual/conceptual processing: this relies on physical features (perceptual) and use of the object (conceptual).
Matching activation
Fluency
Mere exposure
Shapiro investigated incidental exposure and this can still induce conceptual processing. He tested this with recalling something from an ad with pictures (with an object in an hand or not) or an article. The conclusion was that memory is based on concept.
The matching activation hypothesis states that the right hemisphere is for text and the left hemisphere for pictures. When one hemisphere is activated, the other is triggered to process materials more fully. The first is focal attention and the second is nonfocal attention. Conscious processing is necessary for focal attention, but not for nonfocal attention.
The conclusion of the experiment with a brand name and picture, is that even if brand names are not consciously attended to, if they.....read more
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College-aantekeningen bij Psychology of Advertising aan de Universiteit Leiden - 2015/2016
College-aantekeningen bij Psychology of Advertising aan de Universiteit Leiden - 2015/2016
- Hoorcollege 1: Setting the stage
- Hoorcollege 2: How advertising affects consumer memory
- Hoorcollege 3: Advertising and attitudes
- Hoorcollege 4: How it really works
- Hoorcollege 5: Advertising and Attitude Change
- Hoorcollege 6: How advertising influences buying behavior
- Hoorcollege 7: Advertising and Social Influence
- Bron
Hoorcollege 1: Setting the stage
Door in the face techniek: dit houdt in dat door een vraag te stellen waar met geen mogelijkheid ja op wordt gezegd, er ja wordt gezegd op een kleinere vraag. Zo lijken beide partijen een compromis te maken door reciprociteit, terwijl dit eigenlijk niet zo is.
Reclame zendt en klanten ontvangen. Reclame maken houdt in dat er betaalde communicatie plaatsvindt om te overtuigen. Gemiddeld zien mensen duizend reclames per dag. Vroeger was er een focus op het overbrengen van informatie, maar nu ligt de nadruk op het beïnvloeden van emotie. De functies van reclame maken zijn: werken als sponsor, zorgt voor banen, geeft informatie en overtuiging.
De effecten van reclame maken:
Dit kan op gebied van cognitie: herkenning en geheugen, beliefs en gedachtes.
Op gebied van affect: het leuk vinden van een product en het uitlokken van een emotionele reactie.
Op gebied van gedrag: de intentie opwekken tot kopen en een product ook daadwerkelijk kopen.
Het hiërarchie model van DAGMAR bestaat uit Define (dit is onbewust), Advertising (bewust), Goal (begrip en beeld), Measure (meten van attitudes), Advertising en dit leidt uiteindelijk tot resultaat of actie.
Het hiërarchie model FCB grid gaat om verschil in volgorde van denken, doen en voelen en ziet er zo uit:
| Denken | Voelen |
Veel betrokkenheid | Informatief: denken-voelen-doen | Affectief: voelen-denken-doen |
Weinig betrokkenheid | Gewoonte: doen-denken-voelen | Zelf bevrediging: doen-voelen-denken |
De vier stadia van het verwerken van informatie vallen tussen onbewust/automatisch en bewust/reflectief. Deze zijn pre-attentive analysis, focal aandacht, begrip en uitgebreid beredeneren. Pre-attentive analysis gebeurd per ongeluk, er is weinig aandacht bij betrokken en de invloed is impliciet. Hieronder vallen verschillende soorten verwerking:
Perceptueel/conceptueel verwerken: deze is afhankelijk van fysieke kenmerken (perceptueel) en van het gebruik van het object (conceptueel).
Matching activation
Fluency
Mere exposure
Shapiro vond dat blootstelling die per ongeluk plaatsvindt, nog steeds conceptueel verwerken kan veroorzaken. Dit heeft hij onderzocht met het herinneren van een reclame met plaatjes (met of zonder hand) en een artikel. De conclusie was dat het geheugen gebaseerd is op concepten.
De matching activation hypothesis houdt in dat de rechter hersenhelft voor tekst is en de linker hersenhelft voor plaatjes. Als één hemisfeer geactiveerd is, stimuleert dit de activatie van.....read more
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Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
- This bundle contains Summaries, Lecture Notes and Practice Exams for the course Psychology of Advertising of the Psychology, year 2/3 program at the University of Leiden.
- For a complete overview of the summaries & study service offered by JoHo and the available printed summaries for this course, visit Psychologie: Leiden - Bachelor UL - Summaries and study services on Worldsupporter
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