Introduction to Social Psychology

Final PresentationBenjamin ChewBrandon WangJacqueline LeeKoh Soo KuanLee An HuiToh Soh Teng

Video Time

http://www.youtube.com/watch?v=-3Vwf8UgNdU&feature=related

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Affectively Based Attitude

• Loves the feeling of being accepted and approach by people

• Dislike feeling of isolation• Do not want people to avoid them due to bad

breathe• Problem of bad breathe will be solved• People will no longer be isolated

Any time any where, bad breath can put you in isolation”

Advertisement 1

Behaviorally Based Attitude• Self perception theory

Cognitively Based Attitude • Experiment gives merits to Clorets• Make people believe Clorets are effective

“Clorets cost a little more but do so much more.”

Advertisement 1Reasons for such technique• Affectively Based Attitude

- People are swayed more by emotions than mind

• Behaviorally Based Attitude

- Seeing is believing

- Behavior can be seen making it more convincing

• Cognitively Based Attitude

- Peoples’ beliefs are usually the reasons behind their actions

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Personal Relevance• Highly relevance – Social interaction is unavoidable

“Anytime, anywhere, bad breathe can put YOU in isolation.”

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Fear Arousing Communication• Aroused people’s fear of isolation• Believe that watching this advertisement can reduce

their fear• Scientific proven thereby enhancing credibility

“Clorets help stop bad breathe. Puts you back where people are.”

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Central route to persuasion• Persuaded when facts are logically compelling• People elaborates, think, and process content of

communication.

“Anytime, anywhere, bad breathe can put YOU in isolation.”

Advertisement 1Reasons for such technique

• Personal Relevance

- when the is of high importance or relevance to a person,

- more attention is pay to the advertisement

- makes people put themselves in the shoes of the man in the ad

• Fear Arousing Communication

- capture people’s attention

- pay more attention for solutions

• Central Route to Persuasion

- Facts and statement makes people ponder more

Advertisement 2Heuristic Model of Persuasion

• No. 1 brand in Singapore

• Healthier Choice Logo

Healthier Choice Logo

Advertisement 2Cognitively Based Attitude

• Well established audit firm• Mention of the vitamins available - Stress on utilitarian aspect

Marigold Peel Fresh is Singapore’s No 1 chilled juice Brand. Based on AC Nielsen retail Audit 2008

Advertisement 2Reasons for using such technique• Cognitively Based Attitude

- Makes consumers believe that Marigold is the best

- Shows the positive side

- Form good impression

Improvements • Marigold can mention the benefits of the products

through the mouth of nutritionist (perhaps from Agro-Food and Veterinary Authority) to enhance the credibility

Advertisement 2Central Route to Persuasion• Use of facts to convince consumers

Peripheral Route to Persuasion• Vivid, colourful image of PEEL FRESH ‘fruits’• Use of appropriate words

When it comes to enjoying the finest nature can offer, Singaporeans prefer the juicy goodness of MARIGOLD PEEL Fresh . Also available, with no sugar added, every refreshing pack of MARIGOLD PEEL FRESH ORANGE is high in vitamins A, C and E with a wide selection of pack sizes for every occasion, Singapore’s No 1 truly is the perfect squeeze of taste and nutrition.

Advertisement 2Reasons for using such technique• Peripheral Route to Persuasion

- Captures attention of consumers

- Once attention is caught, central route of persuasion is used

• Central Route to Persuasion

- Customers logically decide that Peel Fresh is healthy and good

- Creates impressions which last for a long time

- When buying juice, consumers will think of Peel Fresh

Advertisement 2Personal Relevance

• Highly relevant – Consumers love things that are fresh• Have impact on their health• Induce consumers into thinking that Marigold Peel Fresh is the freshest product in the market.

Marigold Peel Fresh. Any Fresher you have to Peel it yourself.

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Reasons for using such technique• Personal Relevance

- Consumers pay more attention

- Everyone loves fresh food and drinks

- Play on consumers’ health concerns

“Laboratory tests over last few years have proven that babies who start drinking soda during that early formative period have a much higher chance of gaining acceptance and “fitting in” during those awkward pre-teen and teen year.”

Advertisement 3Cognitively Based Attitude• Laboratory test strengthen the beliefs in people• Feels that Cola is beneficial to babies since young.

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Reasons for Cognitive Based Attitudes

• Classify the positive & negative to evaluate the object• Advertisement wants to shows the positive side of Cola with the help of laboratory tests• Use benefits to form positive attitudes about Cola

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“Laboratory tests over last few years have proven that babies who start drinking soda during that early formative period have a much higher chance of gaining acceptance and “fitting in” during those awkward pre-teen and teen year.”

Affectively Based Attitude• Parents would want their child to: - have a good beginning in their life - have a better social life during their growing up period

Advertisement 3Reasons for Affectively Based Attitudes

• Based more on emotions and values• Prefer something that is beneficial to them• Tend to follow their heart than mind

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Peripheral Route to Persuasion

• Consumption of Cola - have a satisfactory results on babies.

• Changes in attitude are short-lasting.

• May be influenced by other sources.

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“Promotes Active Lifestyle!”

“Boosts Personality!”

“Others Body Essential Sugars!”

Personal Relevance

• A great linkage to: - lifestyle - Personality - Heath requirements

• Will pay more attention to the advertisement.

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Reasons for Personal Relevance

• Pay attention to details that are of more relevance to oneself• More concern about oneself• Lead to Central Route to Persuasion

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“Promotes Active Lifestyle!”

“Boosts Personality!”

“Others Body Essential Sugars!”

Central Route to Persuasion

• Trigger a thinking process

• Process the content

• Changes in attitude are long-lasting

• Unlikely to change

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Reasons for Central Route to Persuasion

• Persuaded by logically compelling facts • Start a thinking process• Let advertisement’s message “sink” into the public.• Allow them to process the content

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2009 SUPERBRANDS

Heuristic-Systematic Model of Persuasion

• Superbrands 2009 award - Product would be of

premium quality

• Healthier Choice recognition - A healthy product; not

harmful to the consumer

Halal. Healthier choice

Reason for such techniques• Health has been a growing concern in society - Personal relevance encourages viewers to pay attention to the advertisement

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Premium Quality. Naturally Cholesterol Free. Omega 3 & 6 Nutrients. Rich in Vitamin E.

Cognitively Based Attitude• Stressed on utilitarian aspect of product

Tailored to Cultural Difference• Natural Goodness for you and your family - Asian families have meal together• Mindful to the Muslim consumers

Halal. Healthier choice Your favorite Sunbeam has an all new

look. brilliant, elegant and easy to recognize with all the natural goodness

for you and your family.

Reason for such technique• Singapore is a multi-racial society, comprising of mostly Asians - Tailored to Asians, so as to yield better results

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Aesthetic

• Lots of white spaces• Use of Bright colours• Minimal use of persuasive

words

Reason for such technique• Sometimes less is more - Nobody likes to read wordy advertisements

-Bright colours capture out attention; as well as make us feel hungry-People are more persuaded by messages that do not seem to be designed to influence them

Advertisement 4Alternative Technique that can be used

• Fear-Arousing Communication• Briefly mention obesity and vascular diseases• Provide instructions on how Sunbeam oil helps

Our Own Advertisement

Introduction of our product (Smile)

• A non-carbonated drinks• Does not corrode teeth• Makes people smile with confidence• After drinking smile, Life’s like summertime

Smile makes life just like summertime

Video Time Again

Our Own Advertisement

Cognitively Based Attitude

• Expert mentioning various substances that can corrodes people’s teeth

• Strengthen the beliefs in consumers• Believe that drinks of other brands are harmful to

their teeth• Show negative effect of other brands and bring out

the positive effect of Smile

Our Own Advertisement

Affectively Based Attitude

• Enjoy the feeling of happiness and confidence• Smile’s value proposition- Life’s like a Summertime• Smile helps consumers to remain happy without

dental problem• Link Smile to happiness

Our Own Advertisement

Fear Arousing Communication

• Aroused people’s fear of corrode or unhealthy teeth when they consume drinks of other brands

• Capture consumers’ attention on our advertisements• Seeing that Smile does not cause corrosive or

unhealthy teeth• Solution to consumers’ fear

Our Own Advertisement

Personal Relevance

• Highly relevance especially to teenagers• Grabs consumers’ attention• Teeth plays an important role when a person smiles• Everybody wants themselves to look good when they

smile. • Convince consumers’ that Smile is their solution for a

confidence and brighter smile.

Our Own Advertisement

Peripheral and Central Route to Persuasion

• Advertisement that are wordy turns people off• Attention grabbing music and cute animation captivate

attention of consumers’• However, this impressions are short term• With expert explaining the harmful substances found in the

drinks of other brands• Create a long lasting impression in the minds of consumers’