And that’s the answer. When people feel happy, they talk more assertively (and expect people to speak more assertively). In other experiments, that effect disappeared when participants were holding something: “…when participants have their dominant hand available, the corresponding visual product depiction leads to higher purchase intentions; however, when the dominant hand is occupied, the effects are reversed” (Elder & Krishna, 2012, pg. Offering sensations and feelings to offer products to the consumer. No worries. 2). When used in marketing, for example, different colors can impact the way buyers perceive a brand in ways that aren't always apparent, such as how certain hues can increase appetite. And they’ll develop a stronger preference toward that content because of higher fluency. If your product is new or innovative, consider using a rational appeal in your advertisement. The researchers attributed that effect to higher processing fluency: “…we demonstrate that a relatively small visual change from one ad exposure to the next can be detected incidentally…detection of the change likely caused participants to deploy more processing resources to the logos/products, in turn increasing fluency.” (Shapiro & Nielson, 2013, pp. Do attractive people really enhance the persuasiveness of an ad? By getting to know people’s characteristics and how they purchase, you can have greater persuasive influence over them through the media. This finding should relieve advertisers and agencies that fear that a prominent brand would trigger consumers to turn the page faster.” (Pieters & Wedel, 2004, pp. Advertisements are organised magic’s that hide the real intention of the selling house, which is to sell a product to make profits. When choosing a model for your ad, you should choose a model that resembles the market that you’re targeting. (2014). But why am I including this tactic within the “variations” section? 45). And, thanks to evolution, that trait is still ingrained in our amygdala (Emery, 2000). Because consumers will expect assertiveness, your assertive language will increase processing fluency. People will digest your ad more quickly, generating a more favorable evaluation (Alter & Oppenheimer, 2009). Because this tactic can also help with segmentation. 151). In addition, Bolls, Lang, and Potter (2001) used EMG to analyze physiological responses to radio ads. Show female models for female segments. Advertising is now not limited to magazines, newspapers, radio, television or even the internet. And it can be very insightful. But what about rational vs. emotional appeals? If your image is large, then people will be processing the ad primarily with their right hemisphere. Articles and opinions on happiness, fear and other aspects of human psychology. You have been a victim of the techniques used by the science of advertising! Words are different. Do you think of a certain commercial and tear up? The ad is part of a larger campaign that urges you… Turns out, participants were more likely to purchase the mug when the handle was facing the right (toward the dominant hand of most people). You’ll usually trigger a more favorable evaluation of your product when you show attractive people (Trampe, Stapel, Siero & Mulder, 2010). But why create slight variations? Advertising is the process of making things known to us. According to the matching activation hypothesis, less activated hemispheres are still active. First of all, white gives a feeling of emptiness, purity and luminosity. Well, it is neither coincidence nor chance. Similarly, people perceive long lists of features to be more persuasive than short lists (Petty & Cacioppo, 1984). That pleasant sensation will then be misattributed to your product (Alter & Oppenheimer, 2009). This section will tackle that question. For example it might be inaudible to the conscious mind (but audible to the unconscious or deeper mind) or might be an image transmitted briefly and … 374). People generally prefer products with many features: “As long as the features of a many-feature product add value to the product, consumers will be more likely to favor a many-featured product over a few-featured product.” (Goodman & Irmak, 2013, pp. Ambition is paradoxical. Later, the course will turn to half a dozen specialist topics of particular interest, such as the ethics of advertising, the psychology of online clickbait, and role of associative conditioning. If you are like many people, you eagerly await the hyped-up ads with as much anticipation as you do the actual game.