SUPA Psych 6.7
What do Advertisers like to pair with products with?
-exciting events (NBA Finals) -symbols (such as flags and the Olympic rings) -Sexual Imagery -Extremely attractive models (glamorous women)
manipulates people's associations
Advertising
_____________ are paired with popular celebrities, wholesome families, pleasant music, and symbols of patriotism
Candidates
routinely used to manipulate emotions
Classical Conditioning
Manipulation efforts using Pavlovian Conditioning generally involve ____________ Conditioning
Evaluative
consists of efforts to transfer the liking attached to an Unconditioned Stimulus to a NEW Conditioned Stimulus
Evaluative Conditioning
What do Candidates running for election depend on to help them influence the attitudes of many people quickly?
Evaluative conditioning EX: Politicians show up at an endless variety of pleasant public events (ex: the opening of a new mall) that often have nothing to do with their public service
To be Forewarned is to be Forearmed (what does this mean
If you know how media sources try to manipulate you, you should be more resistant to their strategies
Findings suggest that Sexual ads are ___ more memorable than neutral ads
NOT
In the Business World TWO STANDARD PRACTICES are designed to get a company's customers to make an association between the Company and _____________ __________
Pleasurable Feelings
social rule that one should pay back in kind what one receives from others
Reciprocity Norm
Cigarette brands sold mainly to men are frequently paired with tough-looking men in rugged settings to create an association between the cigarettes and masculinity Cigarette brands that are mainly marketed to women are paired with images that evoke feelings of femininity What are these examples of?
Specific Associations
1. Take customers out to dinner at fine restaurants 2. Entertain customers at major events (ex: concerts and football games)
TWO standard practices
What do Advertising Studies suggest about Classical Conditioning and Consumers' Attitudes?
That Classical Conditioning can be EFFECTIVE and leave enduring imprints on consumers' attitudes
(1. Take customers out to dinner at fine restaurants) Delicious food and fine wine in a luxurious environment is a powerful _____________ Stimulus that elicits pleasant feelings that are likely to be associated with the host
Unconditioned Stimulus
What is the key to the process of Evaluative Conditioning? (what do you need to manipulate?)
need to manipulate the automatic, subconscious associations that people make in response to various stimuli
What can you do to reduce the extend to which your emotions are manipulated through Pavlovian Procedures? (these things might not be very realistic)
-turn off your radio and tv -close up your magazines -stop your newspaper -disconnect your internet -stop going on social media
Products are paired with...
-well-liked celebrity spokesperson -depictions of warm, loving families -cute, cuddly pets -enchanting children -upbeat pleasant music
Advertisers attempt to make their products serve as: Conditioned Stimuli that elicit pleasant emotional responses by....
pairing their products with attractive people, popular people, or sexual imagery
(2. Entertain customers at major events) (ex: concerts and football games) -Recently, America's sports arenas have largely been rebuilt with more "luxury skyboxes" to accommodate this business tactic -Every year at the Super Bowl, most seats go to the guests of Fortune 500 Corporations -This pairs the host with both ___________ feelings and the excitement of a big event
pleasant
Politicians want to pair themselves with these _________ events so that they are associated with Pleasant Emotions
positive
Charts/Pictures
refer to one note: 6.7 Classical Conditioning in Advertising
