PSYC 106 Lecture Notes - Lecture 10: Dual Process Theory, Hard Sell, Master Sergeant

• School: Simon Fraser University
• Department: Psychology
• Course: PSYC 106
• Professor: Sherrie Atwood

Document Summary

Cognitive psychology = perception, attn, memory, source credibility, attitude. Social psychology = how individual behaviour is affected by the group or an change, persuasion individual, bias, conformity, susceptibility. Advertisers want to make memorable ads and businesses want to change ppl"s minds (from i am not thinking about that to buying) High contrast and texture seem to hold gaze. Use a logo so product doesnt have to be verbally processed. Timing: put the brand name before the end. Don"t pair positive images w serious msgs (skateboarding and hiv) Ad recall & creativity doesn"t translate into buying behaviour. Everyone else is doing it appeals to our group behaviour tendencies. The hedonic motive = seek pleasure and avoid pain. Buy cheap gas, used books, shop oplin bc its cheaper and easier. When you know that the ad is biased bc its sponsored by a company, but if you hear it enough it becomes ingrained in your head as true.