Psychological Principles of Advertising: Perception in Advertising
Have you ever seen a commercial or an ad and been instantaneously motivated to go out and purchase that product or service that is being advertised? Ever wondered why? I’m sure it’s crossed over a few minds! There is in fact an explanation for the reasoning behind what it is in advertisements that consumers find appealing.
Kenny & Associates highly trained analysts give one explanation. They have conducted research in consumer psychology and have come up with “the right brain analysis”. It explains the “why” aspect behind consumer decisions and behaviours.
First and foremost, we must distinguish the right brain from the left- brain.
The right side of the brain is responsible for emotions, creativity, motivation and long-term memory. The advertising stimulus acts on emotions and barriers that drive consumer decisions and behaviour.
The left side of the brain is responsible for logic, language and reasoning for behaviour and decision- making and “[balances] to control and explain actions that begin in the right brain”. (Kenny & Associates, 2000, “para.” 2) This in fact led them to develop “The Right Brain Approach”People see a commercial for a product and ration the idea of buying that product through logic and reasoning done by the left brain.
However, it is what goes beyond consumer rationalization that makes the basis for strategic direction and decision-making. It is the emotion that makes the decision not the rationalization. For example, someone going to buy a car would go to a Ford dealership first because one finds it to be attractive, reliable and honest. It’s all in the advertisement!!
On the other hand, you co...
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...4). How big is a chunk? Science, 183, 482-488.
· Webb, P.H., & Ray, M.L. (1979). Effects of TV clutter. Journal of Advertising Research, 19(3), 7-12.
· Kenny & Associates. (1998) The Right Brain Approach. Retrieved March 17, 2001 from the World Wide Web: http://www.rightbrainpeople.com/links/the_right_brain_approach.html
· Kenny & Associates. (1998). The Right Brain. Retrieved March 17, 2001 from the World Wide Web: http://www.rightbrainpeople.com/brains/right_brain.html
· Kenny & Associates. (1998). The Left Brain. Retrieved March 17, 2001 from the World Wide Web: http://www.rightbrainpeople.com/brains/left_brain.html
· Retrieved March 26, 2001 from the World Wide Web: (http://www.crest.com/).
· Retrieved March 26, 2001 from the World Wide Web: (http://www.ford.com)
· Retrieved March 26, 2001 from the World Wide Web: (http://www.absolutad.com)
While posing as a comical relief to life’s monotony, ads actually evoke a subconscious reaction to human interaction, promising something we all desire, love. Through this evoked emotion, the unknown and unpredictable human relationship is replaced by a guaranteed acceptance, by having stuff.
The author explains that in many businesses, abilities associated with the left side of the brain used to matter the most. These include lin...
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Hemispheric dominance is a popular theory that has become a hit outside of the scientific community. This theory encompasses the idea that only one of the two hemispheres of the brain will specialize in a certain area of thinking. The brain’s right hemisphere is theorized to be visually and creatively active, whilst the left hemisphere would actively engage in verbal and analytical processes. The concept of ‘left-brained’ thinkers and ‘right-brained’ thinkers is thus brought by this theory. As their naming suggests, left-brained individuals are thought to be more analytical or logical than their right-brained counterparts who instead would be further engaged in creative thinking. This has been proven to be an oversimplification of a far
Lindstrom discusses marketing tools, tips, and tricks throughout the book. He explores many different topics other than his research in brain pattern analyzing. He explains that billions of dollars are spent each year in product advertising. Early in the book, Lindstrom points out that shows like American idol (once a European show called pop idol) devotes 60% of their viewing time to product placement for Coca-Cola. One interesting fact is that coca-cola, ford, and Cingular wireless (later AT&T) all sponsor this well known TV s...
The purpose of this experiment is to see your more left side brain or right side brained by taking tests.
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Nowadays, it is widely known that the right and left hemisphere have different functions. The two hemispheres are equally important in a daily life basis. Nevertheless, in the 1960’s this was not common knowledge. Even though today the importance of the brain hemispheres is common knowledge, people don’t usually know to whom attribute this findings. One of the people who contributed to form a more defined picture about the brain hemispheres and their respective functions was Roger Wolcott Sperry, with the split brain research. Roger Sperry did more contributions than the split brain research, but this is his most important and revolutionary research in the psychological field. Thanks to the split brain research, Sperry proved that the two hemispheres of the brain are important, they work together and whatever side of the brain is more capable of doing the task is the hemisphere that takes the lead.
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
The idea of left-brain and right-brain dominance derived from a study performed by a neuropsychologist by the name of Roger Sperry (1954). Based on this study it was gathered that each person learns and thinks by using mainly one hemisphere of their brain. Some people are right-brain dominant and some are left-brain dominant. There are also some that think with part of each side. These people are referred to as middle-brained or whole-brained thinkers.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
During our lifetimes, most people will buy a variety of products thousands of times. However, do you believe that you buy these things effectively most of the time? How do you decide to buy some products? Generally speaking, most people are influenced in their buying habits by advertisements. I also have bought many products because of the advertising. Ads are designed to target specific consumer by showing the extraordinarily value of the product. In particular, some ads can greatly increase consumers’ desire to buy the product. In other words, when creating the advertisements, sellers often use some sensational or unique scenes.
McAdams, C. (2013). Left & Right Brain Learning. Livestrong.com [May 03, 2014]. Retrieved from http://livestrong.com
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.