Summary: Psychology Of Advertising

Read the summary and the most important questions on Psychology of Advertising

• 1 Week 1

• 1.1.2 Part II Processing

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• What four types of preattentive analyses exist?

  1. Perceptual/conceptual processing
     
  2. Matching activation
  3. Fluency
  4. Mere exposure

• What is perceptual and conceptual processing?

  Part of Preattentive analysis
  

  • Perceptual analysis; physical features (colors, contours)
  • Conceptual analysis; product use, usage situation
  • Can have effects even if product looks perceptually different from ad

• 2 Week 2

• 2.1.1 Part 1: Memory and all

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• What are three things memory can 'do'?

  1. Encoding: Getting info into the system
     
  2. Storage: Involves information retention (LT&ST)
  3. Retrieval: Finds info from memory

• What is the model of Atkinson and Shiffrin (1968)?

  Sensory input --> sensory memory (info not transferred is lost)
  --> Short-term memory (information not transferred is lost, rehearsal necessary)
  --> LTM

• What is the nice thing about Sperling's study (1960)?

  Tone after you see random letters improves memory through memory trace

• What are arguments for not having seperate memory systems?

  The role of attention/processing
  

  • If processed well --> memory increases

  Baddely and Hitch 

• What is the model of Baddely and Hitch (1974)?

  Working memory
  

  • Central Executive

  
  

  • Phonological Loop
  • Language
  • Visuospatial Sketchpad
  • Visual semantics
  • Episodic Buffer
  • Long-term episodic memory

• How do you assess memory?

  • Explicit (conscious awareness)
    
  • Recall
  • Recognition
  • Implicit (unconscious awareness)
  • Word stem completion (COM.....)
  • Word fragment identification (C.M.U.ER)
  • Lexical decision task (BOY< BRK< BLF< BAT is it a word?)

• What are the perks of implicit measures of memory assessment?

  • No social desirability
  • Very stable --> roots in LT socialization experiences 

• What can affect implicit and explicit memory differently (Jacoby, 1983)?

  • Effects of prior words with or without a context (context such as hot)
    
  • Followed by an implicit perception task in which you have to say wheter 'cold' was a word
  • Followed by an explicit recognition task
  • With context the recognition increases but perception is worse