JOUR 331 Lecture Notes - Lecture 5: New Coke, James Vicary, Confirmation Bias
Document Summary
Stimuli in ads that operate below the threshold of consciousness, but that may be perceived subconsciously. The subliminal is below the liminal (the smallest detectable sensation) Attributed to james vicary experiments in new jersey theater . Later he admitted it was a hoax (no sales going up after message was shown) Academic research- developing theories, examining the long-term effects of advertising, controversial products, children and advertising, stereotypes, etc. Industry research- collecting pertinent information to facilitate decision making in advertising practice. Our brains are constantly being stimulated generates different levels of arousal. Excitation transfer theory we remember them because they generate a high level of arousal in our brains. Doing research might be easy, but doing it right isn"t. Research is not used to confirm initial beliefs and ideas (confirmation bias) New coke was introduced to replace the original formula. Primary research indicated strong and positive feelings (taste tests, surveys and focus groups) Tolerate to a degree of uncertainty/no obsolete objectivity.
