This bundle contains:
- 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
Lecture notes with Psychology of Advertising at Leiden University - 2015/2016
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
Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
Summary with the 1st edition of The Psychology of Advertising by Stroebe and Fennis
- Chapter A. The starting point
- Chapter B. A look into the consumer's mind
- Chapter C. The influence of advertising on consumer memory
- Chapter D. Consumers' development of judgments and feelings about products
- Chapter E. Changing consumer attitudes with advertising
- Chapter F. The effect of advertising on consumer buying behaviour
- Chapter G. Convincing consumers to accept request without changing their personal attitudes
Chapter A. The starting point
Advertising = any form of paid communication by an identified sponsor, aimed to inform and/or persuade target audiences about an organization, product, service or idea.
The origins of modern day advertising
Advertising doesn’t create needs, but channels needs by reshaping them into wants. A side effect is the growing importance of a brand = the label with which to designate an individual product and differentiate it from competitors. Unique Selling Proposition (USP) = a summary statement used to meaningfully differentiate the brand from the competition. This is the key challenge in building brands.
Newspapers and magazines are among the main advertising media. Advertisers reach about a billion people per day through display and classified ads. Market shares have decreased due to television and internet, but magazines are still popular when targeting audiences with special interests; consumer segments that share common interests, values, or lifestyles.
Informational/argument-based appeal = straightforwardly informing consumers about the product, its price, and where it can be bought. This approach is also called the ‘reason-why approach’. A less aggressive approach, emotional/affect-based appeal = aiming to influence the consumer’s feelings/emotions rather than his thoughts. These appeals coexist.
The functions of advertising
Advertising had a place in society on an aggregate level:
- It facilitates competition among firms for consumer attention, preferences, choice, and consumer resources.
- It is the prime means companies have to inform consumers about products.
- It is a key source of funding for major mass media.
- It creates many jobs.
On an individual level, advertising can inform and persuade the individual consumer. With informing, the emphasis is on creating/influencing non-evaluative consumer responses like knowledge or beliefs. When persuading, the focus is on generating/changing an evaluative (valenced) response, in which the advertised brand is viewed as more favourable than before compared to competitors.
Motive for an informational appeal: to communicate something new and potentially relevant about a product, service or idea. Used more frequently for durable goods (products that can be used repeatedly, e.g. a freezer), than for non-durable goods (e.g. food). They are also more often used in developed countries than in developing ones. The most frequent communications are about performance, availability, components/attributes, price, quality and special offers.
The product life cycle (PLC) has four stages:
- Introduction stage à create brand awareness and induce product trial.
- Growth stage à build market
Study Notes Psychology of Advertising - UL
This bundle contains:
- 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
MC-questions
Question 1
Fill in the blanks: Memory interference for advertisements and brands is mainly caused by ... and ...
- similar products; different contexts
- different products; similar contexts
- different products; different contexts
- similar products; similar contexts
Question 2
When you hear the slogan, “I’m lovin’ it”, you immediately think of McDonald’s. You remember that the McDonald’s logo is made up of two “golden arches”. What kind of memory are you retrieving?
- Episodic memory
- Semantic memory
- Procedural memory
- Brand memory
Question 3
Fear-arousing appeals are most effective when....
- The threat is sufficiently attention-grabbing
- There is a recommended action to address the threat
- Individuals perceive the threat as highly likely to occur
- Individuals are primed with an approach-oriented goal
Question 4
Both the information processing model of McGuire (1968) and the Cognitive Response Model (Greenwald, 1968) have a problem that the Elaboration Likelihood Model (Petty & Cacioppo, 1986) and Heuristic Systematic Model (Chaiken, 1980) solve. What is that problem?
- That peripheral/heuristic processing is required for behavior change
- That cognition is centrally important for behavior change
- That central/systematic processing is required for behavior change
- That affect is centrally important for behavior change
Question 5
When product information in advertising is congruent with one’s self-schema:
- Persuasion depends on strong arguments
- This motivates the consumer to process information more fully
- Answers a. and b. are both true
- Answers a. and b. are both untrue
Question 6
Which of the following statements is true about explicit and implicit attitudes?
- Attitudes revealed with an explicit measure and attitudes revealed with an implicit measure can sometimes differ
- Implicit attitudes can influence an individual’s actions outside of conscious control
- Implicit attitudes can be seen as your true attitudes
- Both a. and b. are true
Question 7
Dove | ||
I will never reach the standard of a super model | ↔ | I feel beautiful |
↓ | ||
Real beauty |
Of which principle of Power Brands is the above schema an example?
- Principle of massclusivity
- Principle of incompatible worlds
- Principle of conflict
- Principle of the magical mission
Question 8
Using nice scents during a demonstration of a new product, is an example of
- Affect-as-information
- Evaluative conditioning
- Fluency
- Familiarity effect
Question 9
Imagine that, as an advertiser, you want to broadcast a commercial for Nike on Times Square in New York. What are, according to Fennis and Stroebe (2016), three potential ways to draw involuntary attention of consumers?
Summaries and study services for Psychology Bachelor 2/3 at Leiden University - Specialisation courses & Electives - Year 2022/2023
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