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
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