Exam Prep - Lecture 1 PDF

Exam prep LECTURE 1 BEHAVIOUR MODELS B.J. Fogg behavioural model All behaviour is a function of personal and environmental factors B=PxE VS Fogg model where motivation also plays part B = (M x (P x E))...

Exam prep LECTURE 1 BEHAVIOUR MODELS B.J. Fogg behavioural model All behaviour is a function of personal and environmental factors B=PxE VS Fogg model where motivation also plays part B = (M x (P x E)) SOCIOLOGY vs PSYCHOLOGY Sociology & Cultural differences is like Looking at the infrastructure and the rules that dictate traffic in the city. Exam prep 1  Psychology is like... Looking under the hood: how does a motor work? What does the motor allow us to do and what not? To ensure there is no biases when humans study humans (psychology), we use strict experiments with specific rules to prove or disprove the theories and hypotheses. HISTORY OF PSYCHOLOGY PRICE ELASTICITY 18th and 19th century economists thought consumers were rational buyers, example: Price Elasicity. Exam prep 2  But it's increasingly clear: we let ourselves be guided by emotions. Exam prep 3  Price elasticity refers to how the quantity demanded or supplied of a good changes when its price changes. Inverted instance would be The Snob Effect refers to a situation where the demand for a certain good increases as its price rises, and decreases as its price falls, contrary to the law of demand. This behavior is driven by the desire of individuals to own unique or exclusive products that are perceived as status symbols. Field of combined psychology and economics is called BEHAVIOURAL ECONOMICS. It’s objective is to translate psychological theories and mechanisms into the scientific domain of economics. its part economics part psychology. Daniel Kahneman, Nobelprize 2002 - loss aversion, system 1 and 2 Richard Thaler, Nobel prize 2027 - nudging. EBBINGHAUS FORGETTING CURVE 1885 Exam prep 4  Unless you repeat, the more you review and attempt to memorise - the more the memory about the topic increases. To increase memory we need to create associations networks - networks of memories that support each other, ex.: Exam prep 5  PSYCHOLOGY IN THE OLDEN DAYS: Weber and Fechner Law dS = K * S: The perceived change in stimuli (Just Noticeable Difference dS) is proportional to the initial stimulus intensity (S) LOSS AVERSION Loss aversion: we find it more difficult to loose than we find it appealing to gain. In 2018, a Dutch law was going to be introduced that would permit the Secret service more freedom to spy on us - 3,5 million Dutch voted against the law. In 2019 Dutch tv-presenter Arjan Lubach called out to quit FaceBook because of criminal behavior with personal data: This was seen by 2 million people - Only 15 thousand Facebook users left. ADVERTISING “Advertising is any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service or idea” (e.g. Belch & Belch, 2004) Exam prep 6  Industrial revolution Boosted advertising because production and supply of goods exploded. Unique selling proposition = a summary statement to meaningfully differentiate a brand. possible first product placement: First print and tv ads 1940s. Exam prep 7  two main functions of advertising: Exam prep 8  1. Inform (& remind) 2. Persuade Advertising and needs: Advertising doesn’t create needs, it channels needs, by reshaping them into wants for specific products and services. Advertising makes latent needs manifest by informing and persuading. Two types of needs: 1. Latent needs 2. Manifest needs MARKETING COMMUNICATION OBJECTIVES Exam prep 9  Marketing communications objectives per phase in product life cycle Exam prep 10  Hierarchy of Effect Models refers to a marketing theory describing stages a consumer undergoes while making purchase decisions sequentially. It has six stages: awareness, knowledge, liking, preference, conviction, and purchase. Exam prep 11  Limitations of Hierarchy of Effect Models: They only look at advertising effects. Simplistic input-output view disregarding moderators, mediators, etc Inflexible effect models Measurement doesn’t equal effectiveness (low correlations) Better but still inflexible model,. Because a product may perform better… In spite of their limitations, they help us have a general understanding of the basic building blocks of our consumer behavior FOOTE, CONE-BELDING GRID: INCORPORATES INVOLVEMENT Exam prep 12  Better, but still inflexible, because a product may perform different roles for different people! Communication effectives with Lasswell’s formula Exam prep 13  Characteristics of an ideal ad campaign (keller, 2014): The right consumer is exposed to the message at the right time and place The ad causes consumer to pay attention The ad reflects consumer’s level of understanding and behaviours with product The ad correctly positions brand in terms of points-of-difference and points- of-parity The ad motivates consumers to consider purchase of the brand The ad creates strong brand associations Brands are association networks in the brain. Anderson, J. R. (1983). A spreading activation theory of memory. https://www.youtube.com/watch?v=0RSMKyRVuV8 Exam prep 14  Experiments as the foundation of psychological knowledge. https://www.youtube.com/watch?v=hFV71QPvX2I SOME KEY CONCEPTS OF EXPERIMENTS: We are looking for scientific proof, not hunches or assumtions that can be described in popular magazines. Types of research: 1. Qualitative research Explore = understand/ insights Small samples (8-24 p) Exam prep 15  Long and open interviews that help us understand 2. Quantitative research Describe = know/quantities Large, representative samples (80-8000 p) Surveys with closed questions that help us count and categorize 3. Experiments Explain = prove/explain An objective, systematic, controlled investigation for the purpose of predicting and controlling phenomena and examining Two types of variables within: Independent = the variable X (exposure to facebook news) Dependant = the variable Y (opinions on certain news items) Operationalization of variables: Exam prep 16  Hypotheses After operationalisation, each expected relationship between variables leads logically to several hypotheses: H0: There is no effect on the dependent variable H1: There is a statistically significant positive effect on the dependent variable H2*: There is a statistically significant negative effect on the dependent variable *(might not be logically viable) Conceptual framework A conceptual framework or model is a schematic diagram that presents the major variables and (your) proposed relationships It is a series of logical propositions of how you think that the variables are related Exam prep 17  examples: This conceptual framework hypothesizes the relationship between education and income This conceptual framework hypothesizes what makes students being satisfied with public transport Exam prep 18  Influences can be positive or negative: Exam prep 19  Recap: The essence of experiments Experiments are studies in which conditions are highly controlled:  Mostly laboratory, sometimes field (e.g. A-B studies on websites)  It’s important that all conditions are kept equal (ceteris paribus) except for the independent variable We use:  Independent and dependent variables, of which the expected relationships are described in a theoretical model, leading to several hypotheses  The variables are operationalized into measures, to make the hypotheses testable Exam prep 20  The outcome of an experiment proves:  That a change in one variable (antecedent, variable X) produces a change in another variable (consequence, variable Y) confirming a causal relationship LECTURE 2 AWARENESS & ATTENTION THREE TYPES OF MEDIA: PAID (involvment and attention are generally low) - print, tv, radio, magazine, cinema, outdoor banners, direct mail, SEM/paid search, in-store media → STRANGERS OWNED - brochure, retail., stores, company website, microsite, community, facebook fanpage, mobile apps, etc. → CUSTOMERS EARNED - word of mouth, facebook, twitter, digg, youtube, flickr, blogs, forums → FANS Attention is most important in paid type of media. ATTENTION 4 STAGES 1. Pre-attentive analysis → hearing without listening, seeing without watching, preferring without awareness. SYSTEM I (automatic,non-conscious processing) 2. Focal attention → sensory thresholds need to be exceeded, SYSTEM I - focusing on a stimulus 3. Comprehension → understanding. Comprehension is the process of forming inferences with regard to the semantic meaning of a stimulus. SYSTEM II 4. eleborative reasoning → SYSTEM II (Reflective,conscious) the higher the involvement, the faster you reach stage 4 Exam prep 21  JANISZEWSKI (1990) MATCHING ACTIVATION THEORY: The matching activation hypothesis predicted the brand name would be evaluated more positively when placed to the right, as opposed to the left, of the model's face and the left, as opposed to the right, of the product slogan. Repeated exposure creates HEDONIC PROCESSING FLUENCY: Information that our brain can process more fluently is liked and trusted more than difficult information. SUBLIMINAL THRESHOLD: When energy of the stimulus is below one's absolute threshold for conscious awareness. Exam prep 22  ADVERTISING ELEMENTS THAT HELP CREATE ATTENTION IF STIMULI ARE ABOVE THE THRESHOLD, THE FOLLOWING THREE THINGS HELP ATTRACTING ATTENTION (OR EVEN MAKING ATTENTION INVOLUNTARY): SALIENCE - what is different, not expected Exam prep 23 Exam prep 24  VIVIDNESS - what's loud, colourful, high contrast. Creating attention with contrast. Exam prep 25  NOVELTY - what's new, unfamiliar. Focal attention & categorization. Categorization: incoming information is classified, as belonging to one or Exam prep 26  more categories based on a comparative assessment of features. So.... New things try to let us comprehend and elaborate on the message. IN-DEPTH ABOUT SALIENCE: Exam prep 27  8 ways to write salient (catchy) titles: INVOLUNTARY ATTENTION IS ALSO DETERMINED BY INTERNAL TRIGGERS, SUCH AS PERSONAL TRAITS, PREFERANCES, ATTITUDES. ALSO, DEPENDING ON AVAILABLE TIME, GOALS, INTENTIONS, NEED STATES. Exam prep 28  IN-DEPTH ABOUT NOVELTY Exam prep 29 Exam prep 30  ATTENTION STAGE 3: COMPREHENSION Comprehension is the process of forming inferences with regard to the semantic meaning of a stimulus. Weird ads are attention drawers, but if they cannot be understood, they are rejected. Exam prep 31  ATTENTION STAGE 4: ELABORATION A DEEPER LEVEL OF PROCESSING OF INFORMATION The process by which we relate a stimulus to previously stored consumer knowledge that allows for inferring characteristics You do this by: Rethinking, overthinking, pondering, trying to get a deep understanding Adding details, or trying to symplify the information Changing the perspective by expanding, or association Typical ‘system 2 -activities’ Elaborate processing of information only works when you are not forced to elaborate. Exam prep 32  OUR MEMORY Brands are association networks in the brain - Anderson, J. R. (1983). A spreading activation theory of memory. https://youtu.be/0RSMKyRVuV8 ANATOMY OF BRAIN Neo cortex - think - new brain limbic system - feel - middle brain autonomous bodily functions - reptilian brain Exam prep 33 Exam prep 34  we know this from: autopsies( as depicted un Rembrand's 'anatomy lesson'), from accidents to the brain (famous case: Philias Gage), fMRI (locates active parts of the brain by showing higher oxygen levels in the blood), EEG (locates active parts of the brain by showing electrical activity) THE PLEASURE CENTER: The limbic system (middle brain) is to some extent the pleasure center, but in the end the result is always a combined effect of multiple brain processes. THE BASIC MEMORY SYSTEMS (ATKINSON & SHIFFRIN (1968)): SENSORY, SHORT-TERM, LONG-TERM Exam prep 35 Exam prep 36  EXPLICIT memories - are about events that happened to you (episodic), as well as general facts and information (sematic). IMPLICIT memories - are motor memories. Memories are stored across different, interconnected brain regions. Explicit memories are stored in hippocampus, the neocortex and the amygdala. Implicit memories, rely on the basal ganglia and cerebellum. Short-term WORKING memory relies most heavily on the prefrontal cortex. If short-term memory gets overloaded - we tend not to choose at all (Psychologist Barry Schwarts) Sleeper effect - WE TEND TO REMEMBER THE CONTENT OF THE MESSAGE MORE THAN THE SENDER. when people believe the information to be true, without remembering the source of it. Exam prep 37  LECTURE 3 ATTITUDES Attitude - the categorization of a stimulus object along an evaluative dimension (Zanna and Rampel, 1988). 3 elements of attitude: 1. categorization: Implicit attitudes Explicit attitudes 1. of a stimulus object any discriminable aspect of our physical or social environment can become an attitude object. stimulus objects can be things, persons, categories, brands as well as abstract ('materialism') or concrete ('sunglasses') 1. on an evaluative dimension Implicit attitudes - ways of measuring: affective priming method, implicit association test Explicit attitudes - ways of measuring: semantic (meaning) differential scale, 7- point Likert scale AFFECTIVE PRIMING METHOD - primes the respondent with the stimulus object Implicit association test - measures the strength of associations between concepts (e.g., Flowers, Insects) and evaluations (e.g., good, bad) or stereotypes (e.g., safe, dangerous). FUNCTIONS OF ATTITUDES: 1. ADJUSTMENT (ex.: distrust people who 'promise you the sky') 2. VALUE EXPRESSION (ex.:'my nikes air help me look cool') 3. EGO DEFENSE (ex.: 'being a plumber is an important profession too') Exam prep 38  4. KNOWLEDGE (ex.: 'a higher price usually means better quality') Kellers effective campaign criteria: HOW TO USE ATTITUDES WHEN DEVELOPING A CAMPAIGN: FOCUS ON RELEVANT ATTITUDE STRUCTURE 1) Decide what kind of product/brand you want to be (brand values/ brand essence) 2) Locate and describe the target group that is sensitive to your brand values 3) Study their attitudes (lifestyle, opinions, beliefs, emotions) 4) Develop a brand communication strategy with the the narrative, content and execution style that matches the attitudes and needs of the target group How attitudes develop: 1. cognitive (beliefs) 2. affective (feelings, emotions) 3. behavioural (actions) 1. COGNITIVE cognitions can be learned through: direct experiences (by using, evaluating, reflecting), indirect experiences (school, books, advertising), heuristics (short cut thoughts based on assumptions). by conditioning, we learn from having direct experiences. learning by conditioning: 1. classical conditioning - Ivan Pavlov, 1897 Actively offering both meaningful and neutral stimuli together, creates new learned behavior. 2. operant conditioning - B.F.Skinner, 1950 Reinforcing voluntary behavior with meaningful stimuli, Creates new learned behavior Exam prep 39  MARKETING COMMUNICATIONS = EVALUATIVE CONDITIONING In marketing we cannot instantly reward or punish behavior: we use ‘evaluative conditioning’ Evaluative conditioning is a form of classical conditioning, in which we create liking by offering positive stimuli in combination to our products, thus loading our product with the desired values. Evaluative conditioning (EC) refers to attitude formation (or change) due to an object's pairing with positively or negatively valencedstimuli. STAND-IN ATTITUDES: HEURISTICS 1.Brand image heuristic (brand equity) 2. Brand quality heuristic (Mercedes) 3. Country of origin heuristic (Bertolli) 4. Price quality heuristic (wine) We use heuristics as attitudes when: not enough time or too many alternatives, or... just when being lazy! 2.AFFECTIVE (FEELINGS, EMOTIONS) other affect-based attitude formation mechanisms: 1. evaluative conditioning (also called 'rub off effect') 2. mere exposure (creates hedonic fluency - Zajonc, 1968) 3. affect as information (the 'how do I feel and what does that tell me' heuristic') 3.BEHAVIORAL (ACTIONS) - self perception theory (BEM, 1972) + reinforcement usually we act based on out attitudes, but sometimes we derive our attitudes from what we do. compared to beliefs and affect, our behaviour is often the dominant class of information. Exam prep 40  COGNITIVE DISSONANCE - according to this theory, when 2 elements of our attitudes are not psychlogically consistent with each other, this creates a feeling of discomfort and people do all in their power to change them until they become consistent. OUR BEHAVIOUR STRENGHTENS OUR ATTITUDES. KAHNEMAN SYSTEM 1 AND 2: THINKING FAST AND SLOW Our efficient brain uses system 1 most of the time and system 2 only when necessary Exam prep 41  Involvement regulates how we process advertising CACIOPPO & PETTY - ELABORATION LIKELIHOOD MODEL IMPRESSION FORMATION Impression formation in social psychology refers to the processes by which different pieces of knowledge about others are combined into a global or summary impression. Key principles: individuals have a natural inclination to make global inferences about the nature of another person's personality individuals believe that observed behaviours reflect stable personality traits (behaviour is dominant signal) individuals attempt to explain and rationalize inconsistencies when the available information does not fit with the global perception. Exam prep 42  individuals attempt to fit information about different traits and behaviours into a meaningful and coherent whole. Impression formation is based on Gestalt Theory - this theory describes some 'laws' about how our mind interprets visual elements into meaningful patterns (German 'gestalts') depending on shape, distance, colour, etc. When the ability to process the information was limited (i.e. when under time pressure), only the associations evoked by the brand guided the impression formation process. Like people, brands are seen as having a personality. AKER'S FIVE DIMENSIONS OF BRAND PERSONALITY: Owned media receiveS more attention than ‘Paid’, because the brand is already familiar: People have an attitude towards your brand! Exam prep 43  Attitudes involve feelings about something and thoughts about those feelings and the object itself. Attitudes make us behaviorally ready to approach an object or distance ourselves from it. We have beliefs and feelings about everything, as long as we can give meaning to them! CONSUMER GOALS STRATEGIES TO DRAW ATTENTION AND OVERCOME RESISTANCE PERSUASION KNOWLEDGE MODEL - FRIESTAD & WRIGHT (1994) Exam prep 44  Amount of persuasion resistance varies with: depth and braedth of knowledge processing capacity variation in population (e.g. cildren under 7 are defenseless) but if the persuasion attempt is covert (subconscious), and you like the message → effect of evaluative conditioning can be hardly avoided (Evans, Nathaniel J., and Dooyeon Park (2015)) Exam prep 45  STRATEGIES TO GAIN ATTENTION & OVERCOME RESISTANCE: 1. HUMOUR 2. SEX 3. FEAR 4. GUILT 5. SHOCK 6. TWO SIDEDNESS 7. PRODUCT PLACEMENT 8. SPONSORSHIPS 9. NATIVE ADVERTISING 10. INFLUENCER MARKETING 11. PERSONALISATION 12. FORCED WOM LECTURE 4: EARNED MEDIA: WORD OF MOUTH - THE INTENTION-BEHAVIOUR GAP - AUTOMATIC BEHAVIOUR Involvement regulates how we process advertising Exam prep 46  EARNED MEDIA You have to invest in a relation before you earn someone's attention Trust differs considerably between types of media Exam prep 47 Exam prep 48  EARNED AND OWNED MEDIA ARE MOST TRUSTED WOM and E-WOM “Oral person to person communication between a receiver and a communicator whom the receiver perceives as non-commercial, regarding a brand, a product or a service”. (arndt, 1967) "The War of the Worlds" is an episode of the American radio drama anthology series The Mercury Theatre on the Air directed and narrated by actor and future filmmaker Orson Welles as an adaptation of H. G. Wells's novel The War of the Worlds (1898). It was performed and broadcast live as a Halloween episode at 8 p.m. on Sunday, October 30, 1938, over the Columbia Broadcasting System radio network. The episode became famous for causing panic among its listening audience, though the scale of that panic is disputed, as the program had relatively few listeners.(Wikipedia) meta analysis of 96 articles (1500 effects) by Babic, Sotgiu, deValck & Bijmolt (2016): A strong brand has less to loose from negative WOM than a weak brand Positive WOM has more impact than negative WOM. High-volume has even more impact on sales than valence (positive or negative) on social media, the effect is stronger if readers can assess their own similarity to the e-WOM senders A STRONG BRAND HAS LESS TO LOSE FROM NEGATIVE WOM THAN A WEAK BRAND HOW TO DEAL WITH BAD WOM according to (TYBOUT AT AL, 1981): Exam prep 49  the intention-behaviour gap Exam prep 50  attitudes appeared to be weakly related to behaviour: THEORY OF PLANNED BEHAVIOUR Exam prep 51  HOW TO STRENGHTEN ATTITUDE-BEHAVIOUR RELATIONS: Make it specific, implementation intentions Exam prep 52  make it congruent/ relevant to the Self A lot of human behaviour is automatic so we must take into account that they have EXPLICIT and Implicit attitudes. WHEN DO WE USE IMPLICIT VS EXPLICIT ATTITUDES? Dual process models of influence predict: when able and motivated for elaborate decision making - better prediction by EXPLICIT ATTITUDES on behaviour when not able and motivated for elaborate decision making - better prediction by implicit attitudes on behavior Friese, Wänke and Plessner (2006): Time pressure shows implicit preferences are stronger (generic vs branded candy bars) Many consumers believe that generic products are of the same quality as branded products, but cheaper. So consumers’ explicit attitude: same quality! But implicit: branded= better Researchers predicted that consumers would choose the generic bar when they had sufficient time, but that their implicit attitudes would predict better when choices had to be made under time pressure. They were right: At the end of the experiment, when allowed to pick one, participants pick the unbranded ones according to their explicit attitudes, but under time pressure, they picked the branded ones. AUTOMATIC BEHAVIOUR Exam prep 53  PRIMING Priming is the act of a communicator to activate certain memory traces into awareness by using specific language and visual tools, to unlock specific thoughts and feelings, so that the communication goals are realized. priming works by increasing the accessibility of cognitive concepts that are already in our minds. priming doesn't change our attitudes. Implicit priming effects: by using words/texts brand logo priming - they have influences on our thoughts, preferences, goals subliminal priming research shows that brand preference can be influenced by priming - logos of insurance companies prime feelings of insecurity in our brain, which in turn makes us prefer the brand of our own country more. Exam prep 54  priming research shows that goals are unconsciously activated and pursued (a goal = desirable, not attained yet, but realistic) How priming is used in advertising - often the visual primes the goals, and the copy is used to argue that the advertised product is the ideal means to reach the primed goals. Exam prep 55  KEY POINTS OF SUBLIMINAL ADVERTISING ACCORDING TO MANY STUDIES: IT CAN WORK IF CONNECTED TO GOAL RELEVANT BEHAVIOUR (VERWIJMEREN ET AL, 2011) SHORT LIVED IS FORBIDDEN IN MOST COUNTRIES Exam prep 56  FRAMING Framing is the act of a communicator to offer a certain context of interpretation by using specific language and visual tools to guide attention and understanding so that the communication goals are realized Exam prep 57 Exam prep 58 Exam prep 59  CENTER STAGE EFFECT - HIGH PRICE-VALUE RATION Exam prep 60  LOSS AVERSION Discounts activate loss aversion: RESPONSE FILTERS Exam prep 61  LECTURE 5 AUTOMATIC BEHAVIOUR + ONLINE/AI THEORY OF PLANNED BEHAVIOR Exam prep 62  AUTOMATIC RESPONSES TO PERSUASIVE ATTEMPTS: SOCIAL HEURISTICS Action without attitudes: CIALDINI'S PRINCIPLES OF INFLUENCE When you like someone, you'll tend to comply, With authority, you won't ask why. If it’s scarce, you’ll want it even more, And consistency keeps you firm at your core. If others agree, that’s consensus you see, Reciprocation brings back what was given to me.” ADDITIONALL PRINCIPLE AS OF 2016 - Unity: The unity principle is the shared identity that the influencer shares with the influencee. It moves beyond the surface level similarituies (which can still be influential, but under the liking principle). Its about 'shared identities' Exam prep 63  OTHER AUTOMATIC MECHANISMS: DTR: DISRUPT THEN REFRAME Multiple decision moments, and confusion create: Ego-depletion; the loss of will power to overcome impulses or resist unwanted influences EX.: Exam prep 64  AUTOPILOT LOOKS AND LISTENS TO OTHERS And those important decision making short cuts used in consumer decision making, ESPECIALLY when they don't have enough time or there are too many alternatives: 1.Brand recognition heuristic (brand equity) 2. Brand quality heuristic (Mercedes) 3. Country of origin heuristic (Bertolli) 4. Price quality heuristic (wine) Cognitive heuristics: 1. REPRESENTATIVITY HEURISTIC: if i see it a lot, it must be good 2. AVAILABILITY HEURISTIC: i can remember it easily, so it must be important/ i can imagine it better, so the risk/gain must be higher Cognitive bias: Exam prep 65  INTERNET BASED MARKETING COMMUNICATION ONLINE ADVERTISING Three classes of advertising on the internet: 1. paid search 2. classified = short ads, categorised in classes like 'wanted' 'for sale' 'services offered' 3. display = banners, pop-ups, video ads Search and Display are the most popular type of online ads and display grows the fastest. Exam prep 66  5 PSYCHOLOGICAL FEATURES OF ONLINE COMMUNICATION: 1. MORE SYNCHRONOUS than offline advertising (no time lag between sending and receiving) 2. MORE CONTROL OVER CONTACT for consumers (with advertisers and web content 'just clicks away') 3. USERS CAN GENERATE THEIR OWN CONTENT (blogs, vlogs, reviews, likes, etc) 4. SOCIAL PRESENCE IS LOWER (feeling 'at a distance' in the interaction) 5. ANONIMITY IS HIGHER (BERGER, 2013) (identity not being known to sender) INTERNET AND SOCIAL PRESENCE THEORY (1976): SOCIAL PRESENCE = The ability of media to transmit social cues ('how intimate,warm,personal,sensible, etc dies the relation feel?') - it builds trust between individuals Exam prep 67  HOW DO USERS DEAL WITH THE (ABSENCE OF) INFORMATION ABOUT THE ONLINE SENDER? While liking and identification with others is important in general, the internet's lower social presence makes it harder to assess similarity with those we interact with online. There is a gender difference in the importance of ‘liking’ online: Women appear to be more sensitive to online cues that ‘the sender is not like me’, than men (Guadagno & Cialdini, 2007) Exam prep 68  COMPUTER IS ALWAYS RIGHT HEURISTIC - People find it difficult to disbelieve what the compiter says WHAT MAKES A WEBSITE LOOK WORTHY OF OUR TRUST? THREE DIMENSIONS OF TRUST CUES FROM THE SENDER (Schlosser et al., (2006) and Higgins (1997)): 1. ABILITY - professional design driving buying intention/higher involvement/searching instead of surfing 2. BENEVOLENCE - presenting values: we want to do more than just 'earn a profit' 3. INTEGRITY - high moral, professional and legal standarts Exam prep 69  IDEAL DISPLAY AD: 1. Would match your consumption needs at this moment 2. matches the context where you expect such an ad 3. and is conspicuos as well, in salience and vividness but this would be too perfect and create THE CREEPINESS FACTOR (REACTANCE) LECTURE 6 THE PERSUASION KNOWLEDGE MODEL Exam prep 70  WHAT COMPANIES DO TO LOWER RESISTANCE? ACE-typology of resistance and counter resistance strategies Exam prep 71  Here are 6 important arguments for ethical advertising: 1.Truthfulness and accuracy Advertisements must provide honest information and should not contain misleading claims about products or services 2.Transparency It should be clear when something is an advertisement, explicitly stating when an influencer is paid for promotion 3.Protection of vulnerable groups Advertising should not exploit groups, such as children, the elderly, or those in financially vulnerable positions. 4.Avoiding stereotyping and discrimination Ads should not promote harmful stereotypes based on gender, race, religion, or other social groups. Inclusivity is important 5.Environmental responsibility Ads should not promote products or behaviors that are harmful to the environment without clearly stating the impact. Greenwashing should be avoided. 6.Responsibility for social impact Advertisers should consider the broader societal impact. Encouraging overconsumption, addiction (e.g., gambling, alcohol), or promoting unhealthy lifestyles can be harmful to society and should be ethically approached. MATCHING ACTIVATION THEORY FOR WEBSITES: Exam prep 72 Exam prep 73  Hedonic processing fluency enables holistic thinking = a text that is hard to read leads to analitic processing. a text thats easy to read leads to holistic process. = so not just arguments but also visuals. other hedonic processing fluency tools: pictograms infographics routing schemes HOW TO CREATE MORE TRUST THROUGH SOCIAL PRESENCE: Exam prep 74  Show visuals of people, esp faces. we are visual beings. (GUADAGNO & CIALDINI, 2007) Use staring eyes HOW DO MEMORY AND ATTENTION WORK ONLINE? when surfing online, we are bombared with so many stimuli, it puts a strain on our short term memory. TO AVOID OVERLOADING SHORT TERM MEMORY AND CHOICE STRESS: Keep it simple! Exam prep 75  One page per menu topic, so no endless scrolling Limited number of menu buttons Most important info above the fold Go from limited choices to more choices Routing should match customer Journey Visualize where possible CALL TO ACTION BUTTONS: Short and strong use verbs use imperative add sense of urgency (now, today) WHEN SYSTEM 2 GETS OVERLOADED BY EXTENSIVE SEARCH: CHRONIC ONLINE STATE OF COGNITIVE LOAD → EGO DEPLETION If we engage in extensive searching, we tend to be more sensitive to persuasion Exam prep 76  we can multitask as long as the mental processes used stem from diffenet mental sources (ex.: visual, motor action, working memory) \(Salvucci & Taatgen, 2008) THE ENDOWMENT EFFECT (GAWRONSKI & BODENHAUSEN, 2006) When we are allowed to keep a product for a certain amount of time, we grow attacheD to it, and are inclined to keep it, even if it didn’t meet the expextations completely! Difference BETWEEN habit AND heuristic Exam prep 77  HABIT: behaviours we have learnt to do regularly, because our brain loves to do them HEURISTISC: short cut in problem solving we learned to do because out brain hates to solve those problems NIR EYAL: THE HOOK Exam prep 78  FOGG MODEL Motivation, ability and trigger are always linked to each other to anable behaviour. low on ability? = make the task easier low on motivation? = increase the reward trigger too high? = increase accessibility ' just press the yellow button' Exam prep 79 Exam prep 80