Testing The Attraction Effect On Rich Perceptual Stimuli

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Paired-stimulus preference assessment. Separate paired-stimulus preference assessment (Fisher et al., 1992) will be conducted to identify preferred edible reinforcers for each participant. Between 12-16 stimuli were used for the assessment. Items were identified through parental reports and previous preference assessment conducted with behavioral teams. Before the assessment begins the participants will get to sample each piece of each type of food. Items will then be presented in pairs in which the therapist will tell them what both items are and then prompt them to “choose one”. Choice of an item will be defined as reaching towards or asking for an item. For edible reinforcers they will be allowed to consume the food chosen. If a participant

An important question is whether gender differences affected the processing and evaluation of marketing communications. Comparative advertising to encourage a higher level of brand evaluation among participants, but not in women. Conversely, for women, attention -gaining compare appealed encourage relevant ads manipulation intention inference. In the process leading to these gender differences to evaluate the results. For men, the appeal results in a more favorable comparative advertising and brand evaluation and higher purchase intention. For women, by contrast manipulation intention to bring the appeal has had a negative view of increased advertising and brand evaluation, and to reduce the purchase intention. Thus gender plays in response to certain types of attraction while in another reaction is not very significant role.

Today’s society is faced with a plethora of media appealing to their emotional state by advertising the basic human need, to eat. The images that we see each and every day of our lives appear in media such as, magazines, billboards, television, during movies, and on the internet. These images are artfully recorded as film or photographs in such an advanced way that they tempt and tease our senses, inviting us to purchase and eat such a wonderful product (Cyberpat.com, 2013). Our senses are bombarded with messages constantly and are extremely sensitive to the messages they receive. The sense of sight and sense of smell are particularly sensitive and have a special connection with the processing of messages that affect the emotions Croy, Schirato and Webb, 2004). This is often referred to as The Hedonic Experiential Model. It is refers to the way consumers process information based on the concept that purchasing decision may be spur of the moment or irrational. This model reflects the emotions of the consumer, which more than likely, have been influenced by advertising or visual propaganda. (Clow) It is with little wonder that advertising or mass media propaganda, are expressed utilising the senses, and in particular, the sense of sight (Alden and Steenkamp et al., 1999).

First, our minds are manipulated by advertisements we see every day. The advertisements we see every day can manipulate our choices to buy their products, without us realizing it. First, many companies find ways to make the customer buy their products such as food companies like McDonald’s uses specific colors to attract customers to their food products. For example “red stimulates our appetite” to affect our emotions with “the perfect color to amplify it” (Distractify staff 10).

Throughout the last decades there has been vast improvements in advertising and its persuasive effects to our psychology. Not only has it become part of our global culture, it is so deeply ingrained in our society that we sometimes don't even notice if someone trying persuade us by their use of simplistic persuasive techniques. It is only when we reflect on the speech, video, or advertisement that we can pinpoint their propaganda objectives.

Most advertisements involve some sort of emotional appeal: images of charming animals, humorous slogans, delicious food, attractive models. However, advertising’s goal—to convince the consumer to purchase a product or service—does not hold the same personal connection that a child’s persuasion of a parent holds. The lack of longevity and impersonal nature weakens its effect; therefore, emotional appeals are given higher legitimacy. Regardless, one may argue that certain aspects of advertising—like images of near-perfect humans—may detriment one’s thinking and expectations. However, this is not applicable to all, as the severity to which it affects one varies, and it does not directly relate to the legitimacy of emotional appeals, as the intents of most advertisements is not to nurture feelings of insecurity and

Attitudes are evaluations of people, objects, and ideas. (Akert, 2013) Cognitively based attitudes are based on thoughts and beliefs one has about an object, and this attitude provides pros and cons of an object, so we can decide if we want to be associated with it or not. Affectively based attitudes are based more on people’s feelings and values than on their beliefs about the nature of an attitude object. (Akert, 2013) The elaboration likelihood model is the umbrella for this topic, because it explains the two ways in which persuasion can change someone attitude. The two ways are persuasion through the central route and the persuasion through the peripheral route. The elaboration likelihood model refers to processing the message which is related to the cognitively based attitudes. Persuasive communication is most successful in changing attitudes when going through the central route because the audience is motivated, whereas with the peripheral route the audience is not motivated. Now I am going to discuss the routes of persuasion through advertisements in detail.

The use of psychological manipulation and cognitive abilities in advertisements is a common way of improving brand image and consumer loyalty in the market. Some techniques are currently employed to this end, including conscious and subliminal priming. Priming is the manipulation of past exposure and the acquired stimuli to influence later impulsive consumption patterns in consumers. However, the impact of priming remains unclear especially if the existing two methods are used in isolation with increasing product knowledge. The nature of the ad can also be self-praising or competitive shaming within the market. The impact of either of the two when priming is done in advertisements is less known. In this study, therefore, the effects of conscious and subliminal priming on the consumer behavior and brand loyalty when the message is self-praise or competitive shaming will be investigated. Determination of the implications of the different approaches on the behavior of consumers and loyalty is critical in influencing the advertising strategies for firms.

Even so, many critics would argue that this appeal is necessary because it creates competition among businesses. This is imperative for an economy to thrive. But with that being, said most people can agree that companies should have a return policy to return faulty goods and impulsive buys. This will insure that a consumer is pleased if the product works or does not work. Conversely, Margarita Tartakovsky, M.S. asked the question, “How often have you seen a teeth-whitening ad that shows the person with bright, white teeth as more attractive — sexier even?” Tartakovsky goes on to say most commercials sell their products not for advertising what the product will do but how it will make the purchaser feel (Tartakovsky). Numerous advertisements want people to believe once they purchase the product advertised they will become someone better, prettier, richer. These ads may use a plentifully amount fallacies to attract viewers. Take for instance the commercial Revlon PhotoReady Foundation with Halle Berry. This propaganda claims the foundation will make users flawless; however, it implies that viewers will look like Halle Berry once the product is applied. This commercial uses the fallacy false dilemma: a dilemma when only a few options are considered although there are more options. In other words the commercial is saying both purchase the foundation and look like

One such report is that of a marketing strategy popularly utilized by toy manufacturers during the holiday season. (Cialdini, 1984, pg. 49) After the popularity of a toy is established through extensive promotion, distributors are then undersupplied, resulting in the promising of a toy to a child by their parents, and their ensuing necessity to buy another toy upon finding that the coveted toy is sold out. The toy companies then adequately stock distributors after the holiday season, causing parents to fulfill their promises to their children, albeit that they had already purchased holiday gifts. Due to prior commitments, many customers of crafty businesses are persuaded to make purchases that they would never have considered otherwise, thus creating increased

In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Corporations such as Wendy’s hire advertisement agencies for their expertise in how to attract target audiences to their products. Wendy’s advertisement campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. Wendy’s is trying to entice the 16-40 age demographic of Americans. By incorporating these methods of persuasion to attract the aforementioned target age demographic, Wendy’s is anticipating to attract new customers, consequently increasing profitability.

Such a bold position requires a new approach to marketing.  The authors present a thesis of the Influence Mix, which introduces that there are three influences on consumer decision-making — the individual’s prior preferences, beliefs and experiences (P), other people and information services in the form of reviews and

We have some early indications from simulations we’ve done that [show] having advertising present when they’re thinking about making decisions has a real, significant impact on their purchasing patterns,” reported Armstrong (Cebrzynski 8).

The spillover effects that hit the consumer market eventually accelerate the process of positioning the product image in their minds.