Theories to potentially apply:
Heuristics - subconscious 'rules of thumb' that consumers apply to reduce the effort in decision making. (because of friend? family? experience?)
Brand Loyalty - consumers repeatedly buy brand products (but only if they can see the brand logo - status? fulfilment?)
Consumer Memory - how people receive, store, organize, alter and recover information. (marketing - repetition, pictorial cues)
Perception and Attention - what kind of stimuli a customer notices. (can be linked to previous experiences? Gestalt theories - use of different senses)
Identity and Consumption - things that are bought because people believe they somehow represent who they are. Also, the creation and maintenance of identity.
Attitudes - why people have them, what functions they fill, how they've formed and altered. Also, how media can play a part in the formation and guidance of attitudes.
Advertising Psychology - factors known to influence audiences (vivid imagery, personal relevance, humour, sex, music, fear, shock, facts vs fiction, charity)
Motivation/Target Audience - why consumers choose certain products; Maslow's hierarchy of needs, importance of knowing the audience and positive reinforcement.
Advertising Psychology
"Vivid stimuli are something that 'stands out' from the rest of the advertisements" P97.
"they attract consumers' attention in an automatic and involuntary way" P97.
"Salient stimuli... are context dependant, so they may not 'grab' people's attention in all settings" P98.
"Nonetheless, provided the advertisement stands out from the environment in which it is placed, it can capture consumers' attention involuntarily" P98.
"Examples of salient stimuli may include increase in volume (TV), use of bright irregular shapes, and shift in brightness between two scenes" P98-99.
"Attitudes that are changed as a result of advertising exposure will vary in strength depending on how extensively the information in the ad was processed" P99.
The Elaboration Likelihood Model (ELM) by Petty and Cacioppo (1986)
"The model supports the concept of a dual route perspective whereby one route will generate relatively strong and long-lasting attitude changes (Central Route) while the other generates relatively weak and temporary attitude changes (Peripheral Route)" P99.
"the more a person elaborates upon a message, the more likely they are to be persuaded by the message, provided they like what they hear or see" P99.
"How personally relevant the message generally determines which one of the two routes that will be followed" P99.
Central Route
"the likelihood of using the central route also depends on the consumers' motivation and ability to engage in processing" P99.
"if the message is important, [and personally relevant] should they feel some level of responsibility and whether or not they need to think more extensively about it" P99.
to elaborate on the message they "must be able to understand it and have some previous knowledge of the subject area" P100.
"Attitudes that are the result of being processed through the central route are stronger in that they are more resistant to change, are persistent, and increase the likelihood of predicting behaviour" P100.
"If there are obstacles in the way for being able to elaborate upon the message they will automatically switch to the Peripheral Route instead" P100.
Peripheral Route
"the Peripheral Route is a default option. Hence, when the message is not really personally relevant, and motivation and ability are low, individuals will automatically make use of the Peripheral Route" P99
if they lack ability to elaborate upon a persuasive advertising message
"Instead of thinking extensively about the message itself, they will make use of the superficial clues (eg. how attractive the source is or the number of arguments used) to determine whether or not they like the advert". P101.
"Factors known to increase persuasiveness of communication when using the peripheral route are: the source, the message and the audience" P101.
Source Factors:
"Who is presenting the information about the product of service" P101.
"Credibility and trustworthiness" P101.
"Experts are generally found to be more credible" P101.
"trustworthiness has also been linked to how likeable individuals are" (eg. celebrities) P101.
"(men are generally more persuasive than women)" P101.
"how similar the person presenting the message is to ourselves" (eg. job, appearance, social status) P101.
"beautiful people are more persuasive" P102.
"people tend to want to please those they find attractive just as they expect attractive people to support opinions they think are desirable" P102.
Message Factors:
"How the persuasive message itself is presented" P102.
"In terms of content it is better to present a two-sided argument rather than just present a biased view" but only when the brand is unfamiliar. P102.
"one-sided argument has been found to work better when consumers are familiar with the products advertised" P103.
"Repetition increased the likelihood of believing that what is advertised is correct" P103.
Audience Factors:
"The receivers initial position [opinion] affects how consumers respond to persuasive advertising messages" P103
"Those with high or low self-esteem are less easily persuaded than those with moderate self-esteem! P103.
"Women are also more easily persuaded than men" P103.
Fear
"emphasis upon what may happen if the behaviour in question is not altered, the idea being that advertisements can frighten people into changing their attitudes and hopefully behaviour" P108.
"to create a strong response it is best to use a moderate amount of fear as well a presenting audiences with a solution to the problem that is presented in the ad" P108.
If "consumers think that listening to the message will teach them how to engage in appropriate behaviour, they are likely to carefully elaborate upon the message and in turn change their attitudes" P108.
Social threats in ads make people "more concerned with people being socially excluded" P108.
"the use of social threats can be just as and sometimes more persuasive than physical ones" P108.
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