INHOUDSOPGAVE ATTITUDES AND ADVERTISING
Introduction ...................................................................................................................................................................... 2
Content of the course ..............................................................................................................................................................2
Lecture 1............................................................................................................................................................................ 3
A psychological approach to advertising .................................................................................................................................3
Lecture 2............................................................................................................................................................................ 9
Does advertising work? ...........................................................................................................................................................9
Lecture 3.......................................................................................................................................................................... 16
How do consumers form attitudes ........................................................................................................................................16
Lecture 4.......................................................................................................................................................................... 26
How do consumers acquire and process information? ..........................................................................................................26
Lecture 5.......................................................................................................................................................................... 38
Measuring attitudes ..............................................................................................................................................................38
Lecture 6.......................................................................................................................................................................... 51
How and what do consumers remember? .............................................................................................................................51
attitudes and advertising - Lecture 7 ................................................................................................................................ 60
Persuasion .............................................................................................................................................................................60
Lecture 8.......................................................................................................................................................................... 72
Guest lecture: boundaries of online persuasion ....................................................................................................................72
Lecture 9.......................................................................................................................................................................... 78
How do attitudes influence behavior? ...................................................................................................................................78
Lecture 10 ........................................................................................................................................................................ 88
How does behavior influence attitudes? ...............................................................................................................................88
Lecture 11 ........................................................................................................................................................................ 96
Guest lecture: Overcoming resistance ...................................................................................................................................96
Lecture 12 ...................................................................................................................................................................... 107
Compliance beyond persuasion ...........................................................................................................................................107
Lecture 13 ...................................................................................................................................................................... 112
Individual and cultural differences in attitude formation ....................................................................................................112
1
,INTRODUCTION
CONTENT OF THE COURSE
LERNING GOA
After this lecture (and studying the readings and completing the assignment), you will be able to…
• Recognize course structure
• Describe basics of practice of advertising
• Describe psychological approach to advertising
• Describe basic knowledge about attitudes
CONTENT
• Prelude: how does learning happen?
• Overview course structure
• Brief summary of advertising in practice
• Psychological approach to advertising
• Replication crisis
• Foundations of psychology
• Recap of Attitudes lecture (Y1 course Social Psychology)
GENERAL COURSE STRUCTURE
• Everything, except the exam, is voluntary. If you don’t want to learn, that is your choice.
• Everything in the course is to provide structure for learning. If useless, we would not have put it in the
course.
• Course includes on-campus and pre-recorded lectures, which introduce readings and assignments
(homework)
• On-campus lectures are for Q&A
• Individual exam at the end of block 3
• For further details, see syllabus
2
,LECTURE 1
A PSYCHOLOGICAL APPROACH TO ADVERTISING
ADVERTISING IN PRACTICE
Advertising is any paid communication by identified sponsor aimed to inform/persuade target audience about
organization, product, service, or idea.
Advertising…
• Is ancient à traders - newspaper - radio - tv - internet
• Includes informational, argument-based and emotional, affect-based appeals
• Is adjusted to consumer segment and / or product life cycle
• Can follow an Alpha (approach) vs. Omega (don’t avoid) strategy
A firm has a marketing and communication objective
What does an advertising agency do?
1. Market research
2. Develop basic concept
3. Fit with promotion mix
4. Media planning
5. Develop creative concept
6. Test concept (e.g., focus group), pre-test
7. Evaluation
Other forms of marketing and promotions are also used (direct marketing, sponsorship) à There are more things
than just advertising.
FUNCTIONS OF ADVERTISING
“Imagine a world without advertising…” à Would that mean no newspaper, no radio, no internet and no media?
No, this all still exist, only if someone is paying for the service. This can be the costumer or the advertiser. (e.g.
Someone can pay extra for a service in order to get no advertises.)
Advertising…
• Facilitates competition
• Is communicating with consumers
• Informs and persuades consumers
• Funds public mass media (NOS, BBC)
• Creates jobs (opportunity costs?
3
, PSYCHOLOGICAL APPROACH TO ADVERTISING
“The competent advertising man must understand psychology. The more he knows about it, the better. He must
learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes”
(Hopkins, quoted in F&S, p. 15)
The whole point of psychology is to understand how certain approaches work and why some things work and why
some things do not work.
Identify effects of advertising at the individual level
• Relate specific advertising stimuli to specific and individual consumer responses
• Articulate the intrapersonal, interpersonal, or group-level psychological processes that are responsible for
the relation between advertising stimuli and consumer responses.
MODELS OF ADVERTISING
SALES RESPONSE MODELS
Sales-response models only measures aggregate input-output with no mechanism.
• Concave model à diminishing returns to additional spending
• S-shaped model à low initial impact then saturation point
HIERARCHY-OF-EFFECTS MODELS
Steps: Steps: cognitive/attention à affective/attitude à behavior = “Think à Feel à Do”. They al assume
sequence, passive consumer no underlying processes/interactions.
• AIDA: attention à interest à desire à action
• Variants: AIDCA, AIETA, A-K-L-P-C-P
• DAGMAR (= defining advertising goals for measured advertising results): [Inform] Category need, Brand
awareness, Brand knowledge [Persuade] Brand attitude, Brand purchase intention, Purchase facilitation,
Purchase, Satisfaction, Brand loyalty
• Foote, Cone, and Belding grid add level of involvement and different order of “think-feel-do” (see F&S, p.
37) à allows more flexiblity; buy detergent and then decide how you feel/think it performs. However, it
doesn’t allow for individual differences in involvement, instead it assumes per product.
• Evaluation plays key role in each model
4
Introduction ...................................................................................................................................................................... 2
Content of the course ..............................................................................................................................................................2
Lecture 1............................................................................................................................................................................ 3
A psychological approach to advertising .................................................................................................................................3
Lecture 2............................................................................................................................................................................ 9
Does advertising work? ...........................................................................................................................................................9
Lecture 3.......................................................................................................................................................................... 16
How do consumers form attitudes ........................................................................................................................................16
Lecture 4.......................................................................................................................................................................... 26
How do consumers acquire and process information? ..........................................................................................................26
Lecture 5.......................................................................................................................................................................... 38
Measuring attitudes ..............................................................................................................................................................38
Lecture 6.......................................................................................................................................................................... 51
How and what do consumers remember? .............................................................................................................................51
attitudes and advertising - Lecture 7 ................................................................................................................................ 60
Persuasion .............................................................................................................................................................................60
Lecture 8.......................................................................................................................................................................... 72
Guest lecture: boundaries of online persuasion ....................................................................................................................72
Lecture 9.......................................................................................................................................................................... 78
How do attitudes influence behavior? ...................................................................................................................................78
Lecture 10 ........................................................................................................................................................................ 88
How does behavior influence attitudes? ...............................................................................................................................88
Lecture 11 ........................................................................................................................................................................ 96
Guest lecture: Overcoming resistance ...................................................................................................................................96
Lecture 12 ...................................................................................................................................................................... 107
Compliance beyond persuasion ...........................................................................................................................................107
Lecture 13 ...................................................................................................................................................................... 112
Individual and cultural differences in attitude formation ....................................................................................................112
1
,INTRODUCTION
CONTENT OF THE COURSE
LERNING GOA
After this lecture (and studying the readings and completing the assignment), you will be able to…
• Recognize course structure
• Describe basics of practice of advertising
• Describe psychological approach to advertising
• Describe basic knowledge about attitudes
CONTENT
• Prelude: how does learning happen?
• Overview course structure
• Brief summary of advertising in practice
• Psychological approach to advertising
• Replication crisis
• Foundations of psychology
• Recap of Attitudes lecture (Y1 course Social Psychology)
GENERAL COURSE STRUCTURE
• Everything, except the exam, is voluntary. If you don’t want to learn, that is your choice.
• Everything in the course is to provide structure for learning. If useless, we would not have put it in the
course.
• Course includes on-campus and pre-recorded lectures, which introduce readings and assignments
(homework)
• On-campus lectures are for Q&A
• Individual exam at the end of block 3
• For further details, see syllabus
2
,LECTURE 1
A PSYCHOLOGICAL APPROACH TO ADVERTISING
ADVERTISING IN PRACTICE
Advertising is any paid communication by identified sponsor aimed to inform/persuade target audience about
organization, product, service, or idea.
Advertising…
• Is ancient à traders - newspaper - radio - tv - internet
• Includes informational, argument-based and emotional, affect-based appeals
• Is adjusted to consumer segment and / or product life cycle
• Can follow an Alpha (approach) vs. Omega (don’t avoid) strategy
A firm has a marketing and communication objective
What does an advertising agency do?
1. Market research
2. Develop basic concept
3. Fit with promotion mix
4. Media planning
5. Develop creative concept
6. Test concept (e.g., focus group), pre-test
7. Evaluation
Other forms of marketing and promotions are also used (direct marketing, sponsorship) à There are more things
than just advertising.
FUNCTIONS OF ADVERTISING
“Imagine a world without advertising…” à Would that mean no newspaper, no radio, no internet and no media?
No, this all still exist, only if someone is paying for the service. This can be the costumer or the advertiser. (e.g.
Someone can pay extra for a service in order to get no advertises.)
Advertising…
• Facilitates competition
• Is communicating with consumers
• Informs and persuades consumers
• Funds public mass media (NOS, BBC)
• Creates jobs (opportunity costs?
3
, PSYCHOLOGICAL APPROACH TO ADVERTISING
“The competent advertising man must understand psychology. The more he knows about it, the better. He must
learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes”
(Hopkins, quoted in F&S, p. 15)
The whole point of psychology is to understand how certain approaches work and why some things work and why
some things do not work.
Identify effects of advertising at the individual level
• Relate specific advertising stimuli to specific and individual consumer responses
• Articulate the intrapersonal, interpersonal, or group-level psychological processes that are responsible for
the relation between advertising stimuli and consumer responses.
MODELS OF ADVERTISING
SALES RESPONSE MODELS
Sales-response models only measures aggregate input-output with no mechanism.
• Concave model à diminishing returns to additional spending
• S-shaped model à low initial impact then saturation point
HIERARCHY-OF-EFFECTS MODELS
Steps: Steps: cognitive/attention à affective/attitude à behavior = “Think à Feel à Do”. They al assume
sequence, passive consumer no underlying processes/interactions.
• AIDA: attention à interest à desire à action
• Variants: AIDCA, AIETA, A-K-L-P-C-P
• DAGMAR (= defining advertising goals for measured advertising results): [Inform] Category need, Brand
awareness, Brand knowledge [Persuade] Brand attitude, Brand purchase intention, Purchase facilitation,
Purchase, Satisfaction, Brand loyalty
• Foote, Cone, and Belding grid add level of involvement and different order of “think-feel-do” (see F&S, p.
37) à allows more flexiblity; buy detergent and then decide how you feel/think it performs. However, it
doesn’t allow for individual differences in involvement, instead it assumes per product.
• Evaluation plays key role in each model
4
