How does advertising influence us? Juliette Defoux Magali Orban Group F.
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Transcript of How does advertising influence us? Juliette Defoux Magali Orban Group F.
1. The different types of advertising
Informative & persuasive advertising
Capture attention
Arouse and hold interest
Provoke the desire
Make you Buy
1. The different types of advertising
Mechanistic advertising
- Our economic behavior ≠ rational & conscious BUT PASSIVE !
- Pavlov and the behaviorism Aim = create an automatic Stimulus = the advertising signal !
1. The different types of advertising
Suggestive advertising
- Psychological approach to the individual Freudian theory
- Advertisements of connotation SENSES
Influences the unconscious
3. The consumer’s psychology & neuromarketing
Consumer’s psychology
Conformity - Consumer considered more and more
as merchandise- The Hegel’s theory of desire
3. The consumer’s psychology & neuromarketing
ELM (Elaboration Likelihood Model)
Central route
• Direct route of persuasion
• High involvement• Facts & logic• Depends on the
quality of the argument
• Fear
Peripherical route
• Indirect route of persuasion
• Low involvement• Emotions & feeling• Superficial cues • Message =
unimportant & ignored
3. The consumer’s psychology & neuromarketing
Neuromarketing
- Person’s brain responds to advertising messages
- To better mesure a consumer’s preference
Products & services more effectively