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The Sneaky Psychology of Advertising

THE SNEAKY PSYCHOLOGY OFADVERTISING Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors' T-shirts or coworkers' coffee mugs. Because we're inundated with ads, marketers draw on the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence. THE EARLY DAYS 1895 Harlow Gale. Businesses are now finding different ways to apply elements of behavioral psychology in their advertising and marketing campaigns, but this isn't a new field. one of the earliest psychologists to work in advertising, sent a questionnaire to Minnesota businesses to study how people process ads. Only 10% of businesses responded, but firms would later change their tune. 1903 Several people played key roles in the early marriage between psychology and advertising. Walter Dill Scott published "The Theory and Practice Of Advertising." people are highly suggestible and obedient. He is credited with giving scientific which he argues that credibility to psychology's involvement in advertising. - 1920 John B. Watson said that effective advertising appeals to three innate emotions: love, fear, and rage. He also believed in celebrity endorsements and market research, using demographic data to target certain consumers. With all the advertisements consumers "SIZZLING HOT PRODUCT" "GET 5% OFF" are exposed to daily, a few trends emerge. Today, consumers are bom- barded by buzz words, pop-up sales, celeb endorsements, and other meth- ods that have become commonplace. Brands use buzz words to sweet talk consumers into People are always looking for good deals. Advertisements will offer a percentage discount, dollar discount, or a buy taking action. As with most advertising, buzz words solicit an emotional response from consumers, creating one-get-one discount to get consumers to take action. associations with the product. “NO-RISK FREE TRIAL" "LIMITED-TIME OFFER" The "Try Before You Buy risk reversal approach is Giving consumers a deadline, short time frame, or limited supply prompts action. Research shows time- pressured advertising is most effective for expensive products like electronics proven to be extremely effective. "Free" is one of the HOW most powerful words in advertising, enticing consumers to try new products every day MARKETERS "STRONGER, BETTER, FASTER" TARGET "IT WORKED FOR ME". YOU TODAY Testimonials in ads are aimed at giving consumers proof that they aren't wasting their time. Most effective testi- monial ads counter an objection or answer a question the consumer may have Ads that give a clear benefit target the results-driven part of the consumer brain. Citing the results of a product (the homemade tree house, not the drill) can help the consumer picture how they'll use it. JI "PEOPLE YOU KNOW "BE LIKE ME" LIKE THIS PRODUCT" A well-known celebrity representing a product increases a brand's credibility. People are more likely to trust a celebrity with a positive reputation over the company they dont know much about. Social selling makes for powerful advertising. More than a testimonial or celebrity endorsement, people trust their triends. Ads may suggest that a consumer's friends already use and love a product. HOW BRANDS TAP INTO YOUR SUBCONSCIOUS By now, many people have become desensitized to the buzz words and endorsement tactics. But at the same time, marketers are using other techniques to target your subconscious Make Their Logos Speak To You Researchers have discovered that brand logo exposure can have a big impact on everything from a consumer's honesty to creativity. When we are exposed to logos, they activate a set of associations we have with that brand, leading us to exhibit behaviors that are consistent with the brand's image. Apple Makes You More Creative Experiment: Subjects were shown either a subtly displayed Apple or IBM logo, then asked o name as many uses for a brick as they could think of. IBM Results: Researchers found that people who'd seen the Apple logo were more creative in their responses. Make You Happy With Their Product Not all advertising is designed to tell you the properties of a product. Research suggests repeatedly showing a product (laundry detergent, for example) surrounded by things we feel good about (flowers and sunshine) makes us feel good about the product, a process called affective conditioning. The Feel-Good Pen Experiment: Subjects were told about two brands of pens, one of which had better properties than the other. Before picking a pen, a group of subjects was shown pictures that paired the brand name of the worse pen with positive things. Results: The group that did not see pictures of the pen with positive things chose the pen with the best qualities most of the time. The group that underwent affective condi- tioning picked the worse pen 70-80% of the time. Make You Want To Pay More Advertisers want to make a sale, and recent research suggests they can tap into your subconscious for an even bigger buy. A study published in the Journal of Consumer Research suggests repeated exposure to luxury brands can actually help induce big spending. Feeling Richer Experiment: Subjects saw words flash on a screen for 60 milliseconds. Some saw words for luxury brands like "Tiffany." "Neiman Marcus," and "Nordstrom," while others saw discount brands like "Walmart," "Kmart," or "Dollar Store." Results: Those who saw the luxury brands were more likely than those who saw the discount brands to prefer a $6 pair of Nike socks over a $5.25 double pack of Hanes socks. Make You Revise Your Memories Research has shown that some advertising has the power to distort a person's memories. In the same way eyewitnesses to a crime can be lead to believe they saw something they didn't, consumers can have their memories revised. Since memory is malleable, advertisers could win back consumers who thought they'd had bad experiences with a product. Meeting Mickey Experiment: Researchers showed fake "Remember the Magic Disney theme park ads to a group of subjects after removing subjects who reported they'd met a character at a theme park before. The ads reminded readers of the park's sights and attractions. Results: Of the subjects who were shown ads featuring happy memories of meeting Mickey, 90% later reported increased confidence that this event had or might have happened to them. Make You Overstimulated You're not going crazy-stores really are getting louder. Research shows that shoppers make more impulsive purchases when they're overstimulated. The club-like music blaring in stores like Abercrombie & Fitch leads to sensory overload, which weakens self-control. Different kinds of music can solicit different responses from customers. Music to Buy To Tempo: In restaurants, slow music urges diners to linger, prompting them to splurge on dessert or an extra drink. Country Of Origin: According to a University of Leicester study, when a wine store played French music, most patrons purchased French wines. German music boosted sales of German wines. Lyrics: A French study revealed that playing songs with "prosocial" lyrics about empathy and helping others can increase tips – good news for servers everywhere. Sources: Psychology Today, AlIMerchants, Journal of Consumer Research, Slate, Psych Central BuySellAds. PER PEN 3000 THE SNEAKY PSYCHOLOGY OFADVERTISING Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors' T-shirts or coworkers' coffee mugs. Because we're inundated with ads, marketers draw on the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence. THE EARLY DAYS 1895 Harlow Gale. Businesses are now finding different ways to apply elements of behavioral psychology in their advertising and marketing campaigns, but this isn't a new field. one of the earliest psychologists to work in advertising, sent a questionnaire to Minnesota businesses to study how people process ads. Only 10% of businesses responded, but firms would later change their tune. 1903 Several people played key roles in the early marriage between psychology and advertising. Walter Dill Scott published "The Theory and Practice Of Advertising." people are highly suggestible and obedient. He is credited with giving scientific which he argues that credibility to psychology's involvement in advertising. - 1920 John B. Watson said that effective advertising appeals to three innate emotions: love, fear, and rage. He also believed in celebrity endorsements and market research, using demographic data to target certain consumers. With all the advertisements consumers "SIZZLING HOT PRODUCT" "GET 5% OFF" are exposed to daily, a few trends emerge. Today, consumers are bom- barded by buzz words, pop-up sales, celeb endorsements, and other meth- ods that have become commonplace. Brands use buzz words to sweet talk consumers into People are always looking for good deals. Advertisements will offer a percentage discount, dollar discount, or a buy taking action. As with most advertising, buzz words solicit an emotional response from consumers, creating one-get-one discount to get consumers to take action. associations with the product. “NO-RISK FREE TRIAL" "LIMITED-TIME OFFER" The "Try Before You Buy risk reversal approach is Giving consumers a deadline, short time frame, or limited supply prompts action. Research shows time- pressured advertising is most effective for expensive products like electronics proven to be extremely effective. "Free" is one of the HOW most powerful words in advertising, enticing consumers to try new products every day MARKETERS "STRONGER, BETTER, FASTER" TARGET "IT WORKED FOR ME". YOU TODAY Testimonials in ads are aimed at giving consumers proof that they aren't wasting their time. Most effective testi- monial ads counter an objection or answer a question the consumer may have Ads that give a clear benefit target the results-driven part of the consumer brain. Citing the results of a product (the homemade tree house, not the drill) can help the consumer picture how they'll use it. JI "PEOPLE YOU KNOW "BE LIKE ME" LIKE THIS PRODUCT" A well-known celebrity representing a product increases a brand's credibility. People are more likely to trust a celebrity with a positive reputation over the company they dont know much about. Social selling makes for powerful advertising. More than a testimonial or celebrity endorsement, people trust their triends. Ads may suggest that a consumer's friends already use and love a product. HOW BRANDS TAP INTO YOUR SUBCONSCIOUS By now, many people have become desensitized to the buzz words and endorsement tactics. But at the same time, marketers are using other techniques to target your subconscious Make Their Logos Speak To You Researchers have discovered that brand logo exposure can have a big impact on everything from a consumer's honesty to creativity. When we are exposed to logos, they activate a set of associations we have with that brand, leading us to exhibit behaviors that are consistent with the brand's image. Apple Makes You More Creative Experiment: Subjects were shown either a subtly displayed Apple or IBM logo, then asked o name as many uses for a brick as they could think of. IBM Results: Researchers found that people who'd seen the Apple logo were more creative in their responses. Make You Happy With Their Product Not all advertising is designed to tell you the properties of a product. Research suggests repeatedly showing a product (laundry detergent, for example) surrounded by things we feel good about (flowers and sunshine) makes us feel good about the product, a process called affective conditioning. The Feel-Good Pen Experiment: Subjects were told about two brands of pens, one of which had better properties than the other. Before picking a pen, a group of subjects was shown pictures that paired the brand name of the worse pen with positive things. Results: The group that did not see pictures of the pen with positive things chose the pen with the best qualities most of the time. The group that underwent affective condi- tioning picked the worse pen 70-80% of the time. Make You Want To Pay More Advertisers want to make a sale, and recent research suggests they can tap into your subconscious for an even bigger buy. A study published in the Journal of Consumer Research suggests repeated exposure to luxury brands can actually help induce big spending. Feeling Richer Experiment: Subjects saw words flash on a screen for 60 milliseconds. Some saw words for luxury brands like "Tiffany." "Neiman Marcus," and "Nordstrom," while others saw discount brands like "Walmart," "Kmart," or "Dollar Store." Results: Those who saw the luxury brands were more likely than those who saw the discount brands to prefer a $6 pair of Nike socks over a $5.25 double pack of Hanes socks. Make You Revise Your Memories Research has shown that some advertising has the power to distort a person's memories. In the same way eyewitnesses to a crime can be lead to believe they saw something they didn't, consumers can have their memories revised. Since memory is malleable, advertisers could win back consumers who thought they'd had bad experiences with a product. Meeting Mickey Experiment: Researchers showed fake "Remember the Magic Disney theme park ads to a group of subjects after removing subjects who reported they'd met a character at a theme park before. The ads reminded readers of the park's sights and attractions. Results: Of the subjects who were shown ads featuring happy memories of meeting Mickey, 90% later reported increased confidence that this event had or might have happened to them. Make You Overstimulated You're not going crazy-stores really are getting louder. Research shows that shoppers make more impulsive purchases when they're overstimulated. The club-like music blaring in stores like Abercrombie & Fitch leads to sensory overload, which weakens self-control. Different kinds of music can solicit different responses from customers. Music to Buy To Tempo: In restaurants, slow music urges diners to linger, prompting them to splurge on dessert or an extra drink. Country Of Origin: According to a University of Leicester study, when a wine store played French music, most patrons purchased French wines. German music boosted sales of German wines. Lyrics: A French study revealed that playing songs with "prosocial" lyrics about empathy and helping others can increase tips – good news for servers everywhere. Sources: Psychology Today, AlIMerchants, Journal of Consumer Research, Slate, Psych Central BuySellAds. PER PEN 3000 THE SNEAKY PSYCHOLOGY OFADVERTISING Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors' T-shirts or coworkers' coffee mugs. Because we're inundated with ads, marketers draw on the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence. THE EARLY DAYS 1895 Harlow Gale. Businesses are now finding different ways to apply elements of behavioral psychology in their advertising and marketing campaigns, but this isn't a new field. one of the earliest psychologists to work in advertising, sent a questionnaire to Minnesota businesses to study how people process ads. Only 10% of businesses responded, but firms would later change their tune. 1903 Several people played key roles in the early marriage between psychology and advertising. Walter Dill Scott published "The Theory and Practice Of Advertising." people are highly suggestible and obedient. He is credited with giving scientific which he argues that credibility to psychology's involvement in advertising. - 1920 John B. Watson said that effective advertising appeals to three innate emotions: love, fear, and rage. He also believed in celebrity endorsements and market research, using demographic data to target certain consumers. With all the advertisements consumers "SIZZLING HOT PRODUCT" "GET 5% OFF" are exposed to daily, a few trends emerge. Today, consumers are bom- barded by buzz words, pop-up sales, celeb endorsements, and other meth- ods that have become commonplace. Brands use buzz words to sweet talk consumers into People are always looking for good deals. Advertisements will offer a percentage discount, dollar discount, or a buy taking action. As with most advertising, buzz words solicit an emotional response from consumers, creating one-get-one discount to get consumers to take action. associations with the product. “NO-RISK FREE TRIAL" "LIMITED-TIME OFFER" The "Try Before You Buy risk reversal approach is Giving consumers a deadline, short time frame, or limited supply prompts action. Research shows time- pressured advertising is most effective for expensive products like electronics proven to be extremely effective. "Free" is one of the HOW most powerful words in advertising, enticing consumers to try new products every day MARKETERS "STRONGER, BETTER, FASTER" TARGET "IT WORKED FOR ME". YOU TODAY Testimonials in ads are aimed at giving consumers proof that they aren't wasting their time. Most effective testi- monial ads counter an objection or answer a question the consumer may have Ads that give a clear benefit target the results-driven part of the consumer brain. Citing the results of a product (the homemade tree house, not the drill) can help the consumer picture how they'll use it. JI "PEOPLE YOU KNOW "BE LIKE ME" LIKE THIS PRODUCT" A well-known celebrity representing a product increases a brand's credibility. People are more likely to trust a celebrity with a positive reputation over the company they dont know much about. Social selling makes for powerful advertising. More than a testimonial or celebrity endorsement, people trust their triends. Ads may suggest that a consumer's friends already use and love a product. HOW BRANDS TAP INTO YOUR SUBCONSCIOUS By now, many people have become desensitized to the buzz words and endorsement tactics. But at the same time, marketers are using other techniques to target your subconscious Make Their Logos Speak To You Researchers have discovered that brand logo exposure can have a big impact on everything from a consumer's honesty to creativity. When we are exposed to logos, they activate a set of associations we have with that brand, leading us to exhibit behaviors that are consistent with the brand's image. Apple Makes You More Creative Experiment: Subjects were shown either a subtly displayed Apple or IBM logo, then asked o name as many uses for a brick as they could think of. IBM Results: Researchers found that people who'd seen the Apple logo were more creative in their responses. Make You Happy With Their Product Not all advertising is designed to tell you the properties of a product. Research suggests repeatedly showing a product (laundry detergent, for example) surrounded by things we feel good about (flowers and sunshine) makes us feel good about the product, a process called affective conditioning. The Feel-Good Pen Experiment: Subjects were told about two brands of pens, one of which had better properties than the other. Before picking a pen, a group of subjects was shown pictures that paired the brand name of the worse pen with positive things. Results: The group that did not see pictures of the pen with positive things chose the pen with the best qualities most of the time. The group that underwent affective condi- tioning picked the worse pen 70-80% of the time. Make You Want To Pay More Advertisers want to make a sale, and recent research suggests they can tap into your subconscious for an even bigger buy. A study published in the Journal of Consumer Research suggests repeated exposure to luxury brands can actually help induce big spending. Feeling Richer Experiment: Subjects saw words flash on a screen for 60 milliseconds. Some saw words for luxury brands like "Tiffany." "Neiman Marcus," and "Nordstrom," while others saw discount brands like "Walmart," "Kmart," or "Dollar Store." Results: Those who saw the luxury brands were more likely than those who saw the discount brands to prefer a $6 pair of Nike socks over a $5.25 double pack of Hanes socks. Make You Revise Your Memories Research has shown that some advertising has the power to distort a person's memories. In the same way eyewitnesses to a crime can be lead to believe they saw something they didn't, consumers can have their memories revised. Since memory is malleable, advertisers could win back consumers who thought they'd had bad experiences with a product. Meeting Mickey Experiment: Researchers showed fake "Remember the Magic Disney theme park ads to a group of subjects after removing subjects who reported they'd met a character at a theme park before. The ads reminded readers of the park's sights and attractions. Results: Of the subjects who were shown ads featuring happy memories of meeting Mickey, 90% later reported increased confidence that this event had or might have happened to them. Make You Overstimulated You're not going crazy-stores really are getting louder. Research shows that shoppers make more impulsive purchases when they're overstimulated. The club-like music blaring in stores like Abercrombie & Fitch leads to sensory overload, which weakens self-control. Different kinds of music can solicit different responses from customers. Music to Buy To Tempo: In restaurants, slow music urges diners to linger, prompting them to splurge on dessert or an extra drink. Country Of Origin: According to a University of Leicester study, when a wine store played French music, most patrons purchased French wines. German music boosted sales of German wines. Lyrics: A French study revealed that playing songs with "prosocial" lyrics about empathy and helping others can increase tips – good news for servers everywhere. Sources: Psychology Today, AlIMerchants, Journal of Consumer Research, Slate, Psych Central BuySellAds. PER PEN 3000 THE SNEAKY PSYCHOLOGY OFADVERTISING Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors' T-shirts or coworkers' coffee mugs. Because we're inundated with ads, marketers draw on the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence. THE EARLY DAYS 1895 Harlow Gale. Businesses are now finding different ways to apply elements of behavioral psychology in their advertising and marketing campaigns, but this isn't a new field. one of the earliest psychologists to work in advertising, sent a questionnaire to Minnesota businesses to study how people process ads. Only 10% of businesses responded, but firms would later change their tune. 1903 Several people played key roles in the early marriage between psychology and advertising. Walter Dill Scott published "The Theory and Practice Of Advertising." people are highly suggestible and obedient. He is credited with giving scientific which he argues that credibility to psychology's involvement in advertising. - 1920 John B. Watson said that effective advertising appeals to three innate emotions: love, fear, and rage. He also believed in celebrity endorsements and market research, using demographic data to target certain consumers. With all the advertisements consumers "SIZZLING HOT PRODUCT" "GET 5% OFF" are exposed to daily, a few trends emerge. Today, consumers are bom- barded by buzz words, pop-up sales, celeb endorsements, and other meth- ods that have become commonplace. Brands use buzz words to sweet talk consumers into People are always looking for good deals. Advertisements will offer a percentage discount, dollar discount, or a buy taking action. As with most advertising, buzz words solicit an emotional response from consumers, creating one-get-one discount to get consumers to take action. associations with the product. “NO-RISK FREE TRIAL" "LIMITED-TIME OFFER" The "Try Before You Buy risk reversal approach is Giving consumers a deadline, short time frame, or limited supply prompts action. Research shows time- pressured advertising is most effective for expensive products like electronics proven to be extremely effective. "Free" is one of the HOW most powerful words in advertising, enticing consumers to try new products every day MARKETERS "STRONGER, BETTER, FASTER" TARGET "IT WORKED FOR ME". YOU TODAY Testimonials in ads are aimed at giving consumers proof that they aren't wasting their time. Most effective testi- monial ads counter an objection or answer a question the consumer may have Ads that give a clear benefit target the results-driven part of the consumer brain. Citing the results of a product (the homemade tree house, not the drill) can help the consumer picture how they'll use it. JI "PEOPLE YOU KNOW "BE LIKE ME" LIKE THIS PRODUCT" A well-known celebrity representing a product increases a brand's credibility. People are more likely to trust a celebrity with a positive reputation over the company they dont know much about. Social selling makes for powerful advertising. More than a testimonial or celebrity endorsement, people trust their triends. Ads may suggest that a consumer's friends already use and love a product. HOW BRANDS TAP INTO YOUR SUBCONSCIOUS By now, many people have become desensitized to the buzz words and endorsement tactics. But at the same time, marketers are using other techniques to target your subconscious Make Their Logos Speak To You Researchers have discovered that brand logo exposure can have a big impact on everything from a consumer's honesty to creativity. When we are exposed to logos, they activate a set of associations we have with that brand, leading us to exhibit behaviors that are consistent with the brand's image. Apple Makes You More Creative Experiment: Subjects were shown either a subtly displayed Apple or IBM logo, then asked o name as many uses for a brick as they could think of. IBM Results: Researchers found that people who'd seen the Apple logo were more creative in their responses. Make You Happy With Their Product Not all advertising is designed to tell you the properties of a product. Research suggests repeatedly showing a product (laundry detergent, for example) surrounded by things we feel good about (flowers and sunshine) makes us feel good about the product, a process called affective conditioning. The Feel-Good Pen Experiment: Subjects were told about two brands of pens, one of which had better properties than the other. Before picking a pen, a group of subjects was shown pictures that paired the brand name of the worse pen with positive things. Results: The group that did not see pictures of the pen with positive things chose the pen with the best qualities most of the time. The group that underwent affective condi- tioning picked the worse pen 70-80% of the time. Make You Want To Pay More Advertisers want to make a sale, and recent research suggests they can tap into your subconscious for an even bigger buy. A study published in the Journal of Consumer Research suggests repeated exposure to luxury brands can actually help induce big spending. Feeling Richer Experiment: Subjects saw words flash on a screen for 60 milliseconds. Some saw words for luxury brands like "Tiffany." "Neiman Marcus," and "Nordstrom," while others saw discount brands like "Walmart," "Kmart," or "Dollar Store." Results: Those who saw the luxury brands were more likely than those who saw the discount brands to prefer a $6 pair of Nike socks over a $5.25 double pack of Hanes socks. Make You Revise Your Memories Research has shown that some advertising has the power to distort a person's memories. In the same way eyewitnesses to a crime can be lead to believe they saw something they didn't, consumers can have their memories revised. Since memory is malleable, advertisers could win back consumers who thought they'd had bad experiences with a product. Meeting Mickey Experiment: Researchers showed fake "Remember the Magic Disney theme park ads to a group of subjects after removing subjects who reported they'd met a character at a theme park before. The ads reminded readers of the park's sights and attractions. Results: Of the subjects who were shown ads featuring happy memories of meeting Mickey, 90% later reported increased confidence that this event had or might have happened to them. Make You Overstimulated You're not going crazy-stores really are getting louder. Research shows that shoppers make more impulsive purchases when they're overstimulated. The club-like music blaring in stores like Abercrombie & Fitch leads to sensory overload, which weakens self-control. Different kinds of music can solicit different responses from customers. Music to Buy To Tempo: In restaurants, slow music urges diners to linger, prompting them to splurge on dessert or an extra drink. Country Of Origin: According to a University of Leicester study, when a wine store played French music, most patrons purchased French wines. German music boosted sales of German wines. Lyrics: A French study revealed that playing songs with "prosocial" lyrics about empathy and helping others can increase tips – good news for servers everywhere. Sources: Psychology Today, AlIMerchants, Journal of Consumer Research, Slate, Psych Central BuySellAds. PER PEN 3000 THE SNEAKY PSYCHOLOGY OFADVERTISING Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors' T-shirts or coworkers' coffee mugs. Because we're inundated with ads, marketers draw on the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence. THE EARLY DAYS 1895 Harlow Gale. Businesses are now finding different ways to apply elements of behavioral psychology in their advertising and marketing campaigns, but this isn't a new field. one of the earliest psychologists to work in advertising, sent a questionnaire to Minnesota businesses to study how people process ads. Only 10% of businesses responded, but firms would later change their tune. 1903 Several people played key roles in the early marriage between psychology and advertising. Walter Dill Scott published "The Theory and Practice Of Advertising." people are highly suggestible and obedient. He is credited with giving scientific which he argues that credibility to psychology's involvement in advertising. - 1920 John B. Watson said that effective advertising appeals to three innate emotions: love, fear, and rage. He also believed in celebrity endorsements and market research, using demographic data to target certain consumers. With all the advertisements consumers "SIZZLING HOT PRODUCT" "GET 5% OFF" are exposed to daily, a few trends emerge. Today, consumers are bom- barded by buzz words, pop-up sales, celeb endorsements, and other meth- ods that have become commonplace. Brands use buzz words to sweet talk consumers into People are always looking for good deals. Advertisements will offer a percentage discount, dollar discount, or a buy taking action. As with most advertising, buzz words solicit an emotional response from consumers, creating one-get-one discount to get consumers to take action. associations with the product. “NO-RISK FREE TRIAL" "LIMITED-TIME OFFER" The "Try Before You Buy risk reversal approach is Giving consumers a deadline, short time frame, or limited supply prompts action. Research shows time- pressured advertising is most effective for expensive products like electronics proven to be extremely effective. "Free" is one of the HOW most powerful words in advertising, enticing consumers to try new products every day MARKETERS "STRONGER, BETTER, FASTER" TARGET "IT WORKED FOR ME". YOU TODAY Testimonials in ads are aimed at giving consumers proof that they aren't wasting their time. Most effective testi- monial ads counter an objection or answer a question the consumer may have Ads that give a clear benefit target the results-driven part of the consumer brain. Citing the results of a product (the homemade tree house, not the drill) can help the consumer picture how they'll use it. JI "PEOPLE YOU KNOW "BE LIKE ME" LIKE THIS PRODUCT" A well-known celebrity representing a product increases a brand's credibility. People are more likely to trust a celebrity with a positive reputation over the company they dont know much about. Social selling makes for powerful advertising. More than a testimonial or celebrity endorsement, people trust their triends. Ads may suggest that a consumer's friends already use and love a product. HOW BRANDS TAP INTO YOUR SUBCONSCIOUS By now, many people have become desensitized to the buzz words and endorsement tactics. But at the same time, marketers are using other techniques to target your subconscious Make Their Logos Speak To You Researchers have discovered that brand logo exposure can have a big impact on everything from a consumer's honesty to creativity. When we are exposed to logos, they activate a set of associations we have with that brand, leading us to exhibit behaviors that are consistent with the brand's image. Apple Makes You More Creative Experiment: Subjects were shown either a subtly displayed Apple or IBM logo, then asked o name as many uses for a brick as they could think of. IBM Results: Researchers found that people who'd seen the Apple logo were more creative in their responses. Make You Happy With Their Product Not all advertising is designed to tell you the properties of a product. Research suggests repeatedly showing a product (laundry detergent, for example) surrounded by things we feel good about (flowers and sunshine) makes us feel good about the product, a process called affective conditioning. The Feel-Good Pen Experiment: Subjects were told about two brands of pens, one of which had better properties than the other. Before picking a pen, a group of subjects was shown pictures that paired the brand name of the worse pen with positive things. Results: The group that did not see pictures of the pen with positive things chose the pen with the best qualities most of the time. The group that underwent affective condi- tioning picked the worse pen 70-80% of the time. Make You Want To Pay More Advertisers want to make a sale, and recent research suggests they can tap into your subconscious for an even bigger buy. A study published in the Journal of Consumer Research suggests repeated exposure to luxury brands can actually help induce big spending. Feeling Richer Experiment: Subjects saw words flash on a screen for 60 milliseconds. Some saw words for luxury brands like "Tiffany." "Neiman Marcus," and "Nordstrom," while others saw discount brands like "Walmart," "Kmart," or "Dollar Store." Results: Those who saw the luxury brands were more likely than those who saw the discount brands to prefer a $6 pair of Nike socks over a $5.25 double pack of Hanes socks. Make You Revise Your Memories Research has shown that some advertising has the power to distort a person's memories. In the same way eyewitnesses to a crime can be lead to believe they saw something they didn't, consumers can have their memories revised. Since memory is malleable, advertisers could win back consumers who thought they'd had bad experiences with a product. Meeting Mickey Experiment: Researchers showed fake "Remember the Magic Disney theme park ads to a group of subjects after removing subjects who reported they'd met a character at a theme park before. The ads reminded readers of the park's sights and attractions. Results: Of the subjects who were shown ads featuring happy memories of meeting Mickey, 90% later reported increased confidence that this event had or might have happened to them. Make You Overstimulated You're not going crazy-stores really are getting louder. Research shows that shoppers make more impulsive purchases when they're overstimulated. The club-like music blaring in stores like Abercrombie & Fitch leads to sensory overload, which weakens self-control. Different kinds of music can solicit different responses from customers. Music to Buy To Tempo: In restaurants, slow music urges diners to linger, prompting them to splurge on dessert or an extra drink. Country Of Origin: According to a University of Leicester study, when a wine store played French music, most patrons purchased French wines. German music boosted sales of German wines. Lyrics: A French study revealed that playing songs with "prosocial" lyrics about empathy and helping others can increase tips – good news for servers everywhere. Sources: Psychology Today, AlIMerchants, Journal of Consumer Research, Slate, Psych Central BuySellAds. PER PEN 3000

The Sneaky Psychology of Advertising

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This infographic runs through a list of psychological tricks that advertisers use to get the consumers attention. It illustrates how brands tap your subconscious and the words they use to target a spe...

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