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Study Guide with lecture notes for Psychology of Advertising at Leiden University

Lecture notes wih Psychology of Advertising at Leiden University

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    • Lecture notes with Psychology of Advertising - 2017/2018
    • Lecture notes with Psychology of Advertising - 2015/2016
    • College-aantekeningen bij Psychology of Advertising - 2015/2016

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    Lecture notes with Psychology of Advertising at Leiden University - 2017/2018

    Lecture notes with Psychology of Advertising at Leiden University - 2017/2018

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    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
    .........Read more
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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

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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.........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

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    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.........Read more

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