Psyco 486

1
Psyco 486

• Learning and Behavioural Theory in Advertising
  and Marketing

2
Advertising Psychology

• Relatively new field
• Aims
• Differences from market research

3
What Were Covering

• The focus learning and behavioural theory
• Some cross-over into cognitive content
• Applications advertising, marketing

4
What Psychologists Work With

• Facts
• Inferences
• Constructs

5
Methodological Issues

• Confounds
• Demand characteristics
• Contingency awareness

6
Controls

• Perceptual
• Colours, sounds, etc.
• Preferences (innate, learned)
• Subjects
• Brand exposure
• General advertising exposure

7
Deception

• Misdirection
• Post-study questionnaire

8
Techniques

• Experimental/laboratory
• Naturalistic/applied

9
Learning

• Habituation/Sensitization
• Classical Conditioning
• Operant Conditioning
• Observational Learning

10
Associations

• Linking together of
• Events
• Memories
• Actions and consequences
• Central to study of learning and behaviour

11
Aristotle

• First Associationist
• Elementary theory of memory
• Contiguity
• Similarity
• Contrast

12
Thomas Browns Secondary Principles

• Length of time
• Liveliness (vividness) of sensation
• Frequency of association
• Constitutional differences
• Emotional state
• Health
• Prior habits
• Freedom from strong associations with other
  sensations

13
Associationism

• Sensations Experiences
• Ideas Memories
• Mental representations

14
Associationism

• Duplex ideas

Complex ideas
Simple ideas
Simple sensations
15
Classical Conditioning Basics

• US, UR, CS, CR
• Reflex/automatic
• US --gt UR
• Association

16
Stimulus-Substitution

• CS takes properties of US
• CR equals/approximates UR

17
Sign Tracking

• Basics
• Supports stimulus substitution
• Behavioural categories/classes

18
Preparatory Response Theory

• Allows body to prepare for future event
• Based on past experience
• Survival value

19
Nature of the CR-UR

• Compensatory CRs
• SOP and AESOP models

20
Conditioning Timing

• Short-delay
• Long-delay
• Trace
• Simultaneous
• Backwards

21
Affective/Emotional Conditioning

• Advertisement (US) --gt change in feeling state
  (UR)
• Watson Raynor (1920)
• Taste aversion
• Emotional state automatic
• Lack of conscious control