Psychology Lecture 1: Behavior Models & History

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Questions and Answers

What is the primary function of priming in communication?

To activate specific memory traces to achieve communication goals (correct)

To change existing attitudes towards a product

To create a large emotional response from the audience

To provide logical arguments for product benefits

Which subliminal effect can influence brand preference according to priming research?

Creating a sense of urgency in marketing messages

Displaying logos that evoke feelings of insecurity (correct)

Using humorous content to attract attention

Offering extensive product details in advertisements

How does priming influence the perception of goals in advertising?

By presenting the product's features prominently

By suggesting that goals are unrealistic and unattainable

By emphasizing the price and affordability of the product

By using visuals to prime the goals the product can help achieve (correct)

What is NOT a characteristic of implicit priming effects?

They alter a person's long-term attitudes Signup and view all the answers

Which statement best describes the concept of goals in the context of priming?

Goals are activated and pursued unconsciously as desirable outcomes. Signup and view all the answers

What characteristic of subliminal advertising has been identified in many studies?

It can influence behaviors related to specific goals. Signup and view all the answers

What is described as the act of providing a context of interpretation in communication?

Framing Signup and view all the answers

What happens to consumers when discounts are presented, in relation to psychological principles?

Loss aversion is activated. Signup and view all the answers

According to Cialdini's principles of influence, what factor induces compliance based on relationship?

Shared identity or unity. Signup and view all the answers

Which of the following describes a limitation of subliminal advertising?

It is generally short-lived. Signup and view all the answers

What additional principle was recognized in 2016 that extends beyond surface-level similarities?

Unity Signup and view all the answers

What behavioral aspect is influenced by the Center Stage Effect?

High price-value ratio. Signup and view all the answers

What does automatic behavior in response to persuasion often rely on?

Social heuristics or shortcuts. Signup and view all the answers

What does the price quality heuristic suggest about decision-making?

It simplifies choices by inferring quality based on price. Signup and view all the answers

Which mechanism is described as 'rub off effect' in affect-based attitude formation?

Evaluative conditioning Signup and view all the answers

According to self-perception theory, what role do behaviors play in attitude formation?

Behaviors can help derive attitudes when they are not clear. Signup and view all the answers

What is the primary emotional response linked to mere exposure?

Hedonic fluency Signup and view all the answers

What typically causes cognitive dissonance according to the theory?

Inconsistencies between two psychological elements Signup and view all the answers

Which system in Kahneman's thinking framework is primarily used for efficient decision-making?

System 1 Signup and view all the answers

What is a key principle in impression formation according to social psychology?

Behaviors are often interpreted as stable personality traits. Signup and view all the answers

What motivates individuals to resolve cognitive dissonance?

A need for clarity and psychological consistency Signup and view all the answers

What is the primary focus of Hierarchy of Effect Models in marketing?

The sequential stages a consumer goes through in purchase decisions Signup and view all the answers

Which of the following is NOT listed as a limitation of Hierarchy of Effect Models?

They adequately measure effectiveness Signup and view all the answers

According to the characteristics of an ideal ad campaign, what is the primary goal of the advertisement?

To motivate consumers to consider purchasing the brand Signup and view all the answers

What is a key characteristic of brands according to Anderson's spreading activation theory?

They are networks of associations in the brain Signup and view all the answers

Which factor is highlighted in the Foote, Cone-Belding Grid regarding advertising?

The incorporation of involvement levels Signup and view all the answers

What does the effectiveness of an ad rely on, based on Keller's characteristics?

The ability to reflect consumer's behaviours and understanding Signup and view all the answers

Which of the following stages is NOT part of the Hierarchy of Effect Models?

Retention Signup and view all the answers

What is a common misconception about the measurement of effectiveness in advertising?

Measurement and effectiveness are directly correlated Signup and view all the answers

What is primarily meant by ego-depletion in decision making?

Loss of will power to overcome impulses Signup and view all the answers

Which of the following is NOT a heuristic used in consumer decision making?

Emotional appeal heuristic Signup and view all the answers

Which feature of online advertising allows for immediate feedback between consumers and advertisers?

Synchronous communication Signup and view all the answers

What is a defining characteristic of classified online advertising?

Categorization into classes like 'wanted' or 'for sale' Signup and view all the answers

Which heuristic suggests that frequent exposure to a product implies its quality?

Representativity heuristic Signup and view all the answers

What is a notable disadvantage of online communication compared to offline communication?

Social presence is lower Signup and view all the answers

Which of the following types of online advertising is growing the fastest?

Display Signup and view all the answers

What cognitive bias relies on the ease with which information can be recalled or imagined?

Availability heuristic Signup and view all the answers

What factor has a greater impact on sales than valence in social media?

High volume of word-of-mouth Signup and view all the answers

According to the Theory of Planned Behaviour, which statement best describes the relationship between attitudes and behavior?

Attitudes appear to be weakly related to behavior. Signup and view all the answers

What is one method for strengthening the attitude-behavior relationship?

Ensuring relevance to the self Signup and view all the answers

In dual process models of influence, when are explicit attitudes better predictors of behavior?

When individuals are motivated and able to engage in elaborate decision-making Signup and view all the answers

What observation did Friese, Wänke, and Plessner (2006) make regarding consumer preferences under time pressure?

Implicit preferences were stronger under time pressure. Signup and view all the answers

Which of the following best describes the impact of a strong brand in response to negative word-of-mouth?

Strong brands have less to lose compared to weak brands. Signup and view all the answers

What misconception do many consumers have regarding generic products?

They equate generic products with similar quality to branded products but at a lower price. Signup and view all the answers

When making decisions under time pressure, what behavior did participants exhibit in the candy bar experiment?

Participants selected branded products despite their explicit attitudes. Signup and view all the answers

Study Notes

Lecture 1: Behaviour Models

All behavior is a function of personal and environmental factors
B = P x E (Behavior = Person x Environment)
Fogg model: B = (M x (P x E)) (Behavior = Motivation x (Person x Environment))
Sociology and cultural differences are like looking at the infrastructure and rules that dictate traffic in the city.
Psychology is like looking under the hood to see how a motor works.

History of Psychology

Philosophy, >1000 BC, religion, Age of Enlightenment
Physiology, > 1850, psychology as a science, >1900
Famous names: Aristotle, Sigmund Freud, John Watson, Hermann Ebbinghaus, Weber, Fechner
Psychology as purely objective experimental branch of natural science that doesn't require introspection,
Behavior of humans and animals should be considered in the same plane
18th and 19th Century economists thought consumers were rational buyers (Price Elasticity)

Price Elasticity

Price elasticity refers to how quantity demanded/supplied changes when price changes
The Snob Effect is an inverted instance of price elasticity – demand increases when price rises
Consumer behaviour is sometimes driven by the desire to own unique or exclusive products.

Illusions of the Mind

Phenomena of snob appeal - higher the price, more sales
Field of combined psychology and economics is called Behavioral Economics.
Focus translate psychological theories and mechanisms into the scientific domain of economics.
Daniel Kahneman (2002) - loss aversion, system 1 and 2
Richard Thaler (2017) - nudging

Ebbinghaus Forgetting Curve (1885)

Ebbinghaus conducted tests on himself to study memorization and forgetting.
Meaningless three-letter words were memorized and tested over different time periods.
Results plotted a curve showing the rate of forgetting over time.
Repetitive reviewing and memorizing increases memory about a topic.
Associations between memories support each other.

Psychology in the Olden Days: Weber and Fechner Law

Weber and Fechner Law:dS = k * S (Perceived change in stimuli is proportional to initial stimulus intensity)
Concept of loss aversion, 2018 Dutch law about Secret service spying, 2019 Arjan Lubach call out to quit Facebook.

Industrial Revolution and Advertising

The Industrial Revolution boosted advertising due to increased production and supply of goods.
'Unique Selling Proposition' is a summary statement to meaningfully differentiate a brand.
First print and television advertisements appeared in the 1940s.
Advertising's roles at different levels : micro-, macro-economic, society

Advertising

Advertising is any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organisation, product, service or idea.
Advertising informs, reminds and persuades
Micro-economic; tool for informing consumers
Macro-economic; increases economic activity, creates more jobs
Society level; enables media and sport clubs to exist.

Marketing Communication Objectives

Advertising channels needs to wants
Latent needs are made manifest through informing and persuading
Two types of needs: Latent and Manifest Needs.
Marketing communicates objectives for phases in the product life cycle.

Product Life Cycle

Create need by improving awareness and knowledge
Marketing strategies from introduction to maturity to decline.
The hierarchy of effect model describe a marketing process: phases, stages in purchase decisions (awareness, knowledge, liking, preference, conviction and purchase)

Information Processing: Hierarchy of Effects Models (AIDA and Others)

Models describing stages in consumer purchase decisions (awareness, knowledge, liking, preference, conviction, purchase).
AIDA, Hierarchy of effects, Innovation adoption, Information processing
Simplistic view, disregarding moderators/mediators.
Measurement does not equal effectiveness (low correlations).
Models provide a general understanding of consumer behaviour building blocks.
Foote, Cone & Belding (FCB) Grid: incorporates involvement (thinking/feeling, high/low)
Lasswell's formula: Who says what, in what channel to whom, with what effect

Experiments as a Foundation of Psychological Knowledge

Experiments for scientific proof, not assumptions.
Types of research: Qualitative (explore understanding/insights, small samples) and Quantitative (describe, large samples) and Experiments (explain, prove, systematic and controlled investigation)
Operationalization of variables.
Defining variables, hypotheses, conceptual framework, and schematic diagrams.
Examples like studies involving education and income, student satisfaction with public transport.

Lecture 2: Awareness and Attention

Three types of media: Paid, Owned, Earned
Attention is crucial in paid media.
4 stages of attention: Pre-attentive analysis, Focal attention, Comprehension, Elaborative reasoning.

Matching Activation Theory

The theory predicts that brand names will be positively evaluated when placed to the right of a model’s face and left of a product slogan.
Repeated exposure (hedonic processing fluency) leads to liking and trust.
Subliminal threshold refers to stimuli below our absolute threshold for conscious awareness.

Absolute Thresholds

Vision: Candle flame 30 miles away
Hearing: Watch ticking 20 feet away
Smell: A drop of perfume in a six-room house
Taste: Teaspoon of sugar in a gallon of water
Touch: A wing of a fly on your cheek, dropped 1 cm

Advertising Elements to Create Attention

Salience: What is different, not expected
Vividness: Loud, colourful, high contrast
Novelty: What's new, unfamiliar.

Lecture 3: Attitudes

The categorization of a stimulus object along an evaluative dimension.
Three elements: Categorization, Explicit Attitudes, Implicit Attitudes.
Any physical or social aspect can become an attitude object.
Measuring Implicit attitudes (affective priming method, implicit association test)
Measuring Explicit attitudes (semantic differential scale, Likert scale).
Functions of attitudes: Adjustment, Value expression, Ego defense

Keller's Effective Campaign Criteria

Deciding on the product/brand essence.
Describing the target group.
Studying their attitudes.
Developing a communication strategy.
Matching styles to attitudes and needs.

How Attitudes Develop

Cognitive (beliefs), affective (feelings, emotions), behavioral (actions).
Learning through conditioning.
Classical conditioning (pavlov).
Operant conditioning (Skinner)

Marketing Communications: Evaluative Conditioning

A form of classical conditioning where positive stimuli are paired with products to foster liking.
Evaluative conditioning links a product to positive feelings or association or negative feelings or association.
Types of heuristics used in consumer behavior (brand image, quality, country of origin, price)

Cognitive Dissonance

Attitude conflict = discomfort -> people change until consistent.
Behavior reinforces attitude and strengthens it.

Kahneman System 1 and 2

System 1: fast, automatic, intuitive
System 2: slow, analytic, deliberate

Impression Formation

Combining different pieces of information about others into a global or summary impression.
Key principles: Global inferences about personality, behaviours as dominant signal, and resolving inconsistencies.

Gestalt Theory

The mind interprets visual elements into meaningful patterns.

Brand Personality

Describing brands in terms of human characteristics (e.g. sincerity, excitement).
"Brand personality" is a helpful concept to associate brands with desired characteristics to increase consumer interest.

Consumer Goals

Product and brand roles like utility, identity and hedonism (enjoyment)
Marketing implications to define primary goal of a brand.

Strategies to Draw Attention and Overcome Resistance

Techniques: humour, sex, fear, guilt, shock, two-sidedness, product placement, sponsorships, etc.

Lecture 4: Earned Media: Word of Mouth

Involvement influences how advertising is processed.
Earned media = word of mouth.
Gap between intentions and behaviour, automatic behaviour.

Earned Media and Trust

Building relationships to gain attention
Different levels of trust between media types.
Paid media trust in 2015.

WOM and E-WOM

Oral person-to-person communication about brands/products/services.
Strong brands lose less from negative WOM
Positive WOM has more impact than negative WOM.
The effect is stronger in social media if people can assess their own similarity to the senders.
Dealing with negative WOM – Changing negative associations.

Automatic Mechanisms (DTR, Cognitive Load, etc.)

Disrupt then reframe (DTR): Confusion and ego depletion creates room for new information
Cognitive load and choice stress can impact attention and lead to more sensitivity to persuasion attempts.

Autopilot Looks and Listens to Others

Brand recognition, quality, country of origin, and price quality heuristics, as short cuts in complicated decision making.

Cognitive Heuristics

Representativeness heuristic (if it looks familiar/common, its probably good).
Availability heuristic (can it be easily imagined/recalled, its probably important).

Computer is always right Heuristic

People find it difficult to disbelieve what computers say,
This applies to online information too - computer=sender=trustworthy
Three dimensions of trust cues from sender (ability, benevolence, integrity)
Need to be able and willing to 'elaborate' to avoid computer-trust.

Ideal Display Ad and Creepiness Factor

Principles for good website design
'Ideal' display ads: appropriate to the current consumption needs; match context; conspicuousness (viividness).

The Persuasion Knowledge Model (PKM)

Consumer knowledge of persuasion, and advertiser knowledge
Consumers' knowledge about persuasion influences how likely they are to be persuaded.

Ethical Advertising

Truthfulness and Accuracy
Transparency
Protection of vulnerable groups
Avoiding Stereotyping & Discrimmination
Environmental Responsibility
Responsibility for social impact

Matching Activation Theory for Websites

Important Text placement: Visual elements placed to the left if central text
Extensive searching makes persuasion more 'accessible'

Hedonic Fluency in Online Communication

Increase in holistic processing through easy-to-read content: text & visuals.

Media ability to transmit social cues to build trust.
Differences in perceived social presence between online and offline communication.
Online differences in social cues affect trust formation.
Impacts online interactions; can be used to build trust.

Dealing with Information Absence in Online Communication

Lower social presence makes evaluating similarity harder, especially for women.
Important online cues concerning sender traits (not me-like/not familiar) can influence trusting behaviour.

Automatic Behaviour and Online/AI

The Hook Canvas (Nir Eyal)

Trigger
Action
Investment
Reward

Fogg Model

Motivation, ability, trigger for any behavior
Low ability = easier tasks, Low motivation = increased reward, high trigger = increase accessibility.

Other Automatic Mechanisms

Disrupt then reframe (DTR): confusion and ego-depletion.
Other automatic mechanisms – loss of will power, overcoming impulses

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This quiz covers key concepts from the first lecture on behavior models in psychology and the historical evolution of the field. Explore the interplay between personal and environmental factors in behavior, and learn about influential figures in the history of psychology. Ideal for students seeking a foundational understanding of these topics.