Advertising: Why Do We Buy What We Buy?
Welcome to one of the most exciting parts of Consumer Psychology! Have you ever wondered why you suddenly want a specific brand of sneakers after seeing a 15-second clip on social media? Or why some commercials make you laugh while others make you feel worried? That is exactly what we are going to explore. We will look at how advertisers use psychology to grab our attention and persuade us to spend our money.
Don't worry if this seems like a lot of information at first! We will break it down into four simple sections: how we process information, the "ingredients" of marketing, how ads persuade us, and how psychologists check if an ad actually worked.
1. The Information Processing Model (IPM)
Before you can decide to buy something, the advertisement has to travel through your mind. Psychologists call this the Information Processing Model (IPM). Think of it like a series of gates that an ad must pass through to reach your "buy" button.
There are five main steps in this journey:
1. Exposure: You simply see or hear the ad. It’s in your environment.
2. Attention: You actually look at it. Your brain chooses to focus on it rather than ignoring it.
3. Comprehension: You understand what the ad is trying to say.
4. Acceptance: You believe the message or feel that the product is right for you.
5. Retention: You store the information in your memory so you remember the brand later at the store.
Memory Aid: Try the mnemonic "Every Athlete Can Always Run" (Exposure, Attention, Comprehension, Acceptance, Retention).
Quick Review: If an ad is too confusing, it fails at the Comprehension stage. If you see it but immediately look away, it fails at the Attention stage.
Key Takeaway: For an advertisement to be successful, it isn't enough for you to just see it; you have to pay attention, understand it, believe it, and remember it!
2. The Marketing Mix: The "4Ps"
When a company wants to sell a product, they don't just make an ad. They use a strategy called the Marketing Mix, often known as the 4Ps. Think of these as the four ingredients needed to bake a "sales cake."
• Product: What is being sold? Is it high quality? Does it have a cool design? (e.g., a smartphone with a great camera).
• Price: How much does it cost? Is it a "luxury" price or a "bargain" price? The price tells the consumer about the quality.
• Place: Where can you buy it? Is it in a fancy boutique, a local supermarket, or only online?
• Promotion: How do people find out about it? This includes TV ads, social media influencers, or "buy one get one free" deals.
Real-World Example: Imagine a new luxury watch. The Product is made of gold; the Price is very high ($5,000); the Place is an exclusive jewelry store; and the Promotion is an ad in a high-end fashion magazine featuring a famous actor.
Key Takeaway: Advertising (Promotion) is only one part of the puzzle. The price, the product itself, and where you find it all work together to influence your decision.
3. Persuasion: How Ads Change Your Mind
Persuasion is the "art of convincing." Psychologists have found that certain things make a message much more persuasive.
A. The Source (Who is telling you?)
We are more likely to be persuaded if the person in the ad has:
• Credibility: Are they an expert? (e.g., a dentist recommending toothpaste).
• Likeability: Are they attractive or famous? (e.g., a famous athlete wearing a specific brand of shoes).
B. The Message (What are they saying?)
• Fear Appeals: These ads try to scare you into action (e.g., "If you don't use this home alarm, your house might be robbed"). Note: If the fear is too high, people might just block it out!
• Humour: Funny ads grab Attention and make us feel good about a brand.
• One-sided vs. Two-sided messages: A one-sided message only tells you the good things. A two-sided message mentions a small weakness but explains why the product is still great (e.g., "Our cough syrup tastes bad, but it works fast"). This often makes the brand seem more honest!
Did you know? Two-sided messages are often more effective on "smart" audiences who already know that no product is perfect.
Key Takeaway: Who says it (the source) and how they say it (the message) are vital for changing a consumer's mind.
4. Measuring if Ads Work: Recall and Recognition
How do companies know if they spent their money well? They test the Retention (memory) of the consumers.
• Recall: This is like a "short answer" test. A researcher might ask, "Which soda commercials did you see yesterday?" You have to pull the answer from your brain with no help.
• Recognition: This is like a "multiple choice" test. A researcher shows you a logo or a brand name and asks, "Have you seen this before?"
Key Study: Fischer et al. (1991)
This study looked at how well children could recognize brand logos. They found that even 3-year-olds could recognize the "Old Joe" camel (a cigarette mascot at the time) as easily as they recognized the Disney Channel logo! This showed that advertising can reach even very young children who can't even read yet.
Common Mistake to Avoid: Don't confuse Recall and Recognition. Recall is harder because you have no cues. Recognition is easier because the brand or logo is right in front of you.
Quick Review Box:
• IPM: The mental steps (Exposure to Retention).
• 4Ps: Product, Price, Place, Promotion.
• Source: Credibility and Likeability.
• Measurement: Recall (no cues) vs. Recognition (with cues).
Key Takeaway: Advertisers use scientific methods to test if you remember their brand. Even if you don't "recall" an ad, "recognizing" a logo in a shop can still lead you to buy it!
You've reached the end of the Advertising notes! You now understand the basic psychological "tricks" and frameworks used in the world of marketing. Great job!