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MGSC14H3 (18)
Chapter 9

Advertising and Behaviour Control, Textbook chap 9

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University of Toronto Scarborough
Management (MGS)
Andrew Stark

Advertising and Behaviour ControlPuffery the practice by a seller of making exaggerated highly fanciful or suggestive claims about a product or serviceIt is bragging carefully designed to achieve a very definite effect using techniques of motivational research to first identify hidden needsdesires then design ads to exploit themBF Skinner behaviourists suggests that the concept of freedom that has emerged as part of the cultural practice of our group makes little or no provision for recognizing or dealing with these kind of controls in other words when purchasing something we may think we are free but in fact our act is completely controlled by factors in our environment and in our history of reinforcement ie advertising is one such factortechnique of advertising whereby ads are shown Ad nauseam repeatedly to the point of annoyance generates indirect info meaning info not derived from the content of what is said but from the fact it is said so often that it sticks in ones mindinfo yield has increasedAnother technique also used is subliminal suggestion to control customers ie Ina New Orleans dept store messages to the effect that shoplifting is wrong illegal and subject to punishment were blended into the Muzak background music and masked so as not to be consciously audible The store reported a dramatic drop in shopliftingMoral argument here is that the science of behaviourutilized by advertisers is engaged in human engineering and manipulationAdvertisers argue that it is hard to find anything sinister about a science whose principal conclusion is that you get along with people by giving them what they wantproof shown in customer purchases and repeat purchasesTheodore Levite defends puffery bc he believes that belittle ads to their literal descriptions of the product will eliminate hope and adventure which is what we want consumers to buy and they would no longer purchase bc Human kind cannot bear very much realityHe maintains that everybodyeverywhere wants to modify transform embellish enrich and reconstruct the world around him and commerce takes the same liberty to influence the audience by creating illusions symbols implications that promise more than pure functionalityto reject these needs would be to deny mans honest needs and valuesPhilip Nelson defends indirect information he argues that even when the message direct info is not credible the fact that the brand is advertised and advertised frequently is valuable info for the consumer bc for that reason it will be a better buy and thus even if
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