Intro to Psychological Mechanisms and Consumer Behavior
Intro to Psychological Mechanisms and Consumer Behavior JOUR 2500
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This 4 page Class Notes was uploaded by Cheyanne Skaggs on Sunday August 30, 2015. The Class Notes belongs to JOUR 2500 at Ohio University taught by Carson Wagner in Fall 2015. Since its upload, it has received 209 views. For similar materials see Introduction to Strategic Communication in Journalism Core at Ohio University.
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Date Created: 08/30/15
Introduction to Strategic Communication J 2500 Carson Wagner Week 1 1 Intro To Psychological Mechanisms 11 Consumer Behavior Pt1 111 Consumer Behavior Pt 2 1 Information Gap An information gap is when people are presented with missing information necessary to complete a task solve a problem or buy a product In advertising information gaps lead people to see things in haves and have nots and as in all human activities are forced to rely on their own experiences to provide them with information This may lead to a gap which is human nature to want to close Connected Terms 1 Cognitive Dissonance Theory A tendency for individuals to seek consistency among their cognitions ie beliefs opinions In other words when there is an inconsistency between attitudes or behaviors dissonance something must change to eliminate the dissonance This leads to an actual state and a desired state which is needed to close an information gap InClass Example I want a degree I don t have a degree I decide to go to college 2 Demand Characteristics When participants form an interpretation of the experiment39s purpose and subconsciously change their behavior to fit that interpretation 3 Deus Ex Machina an unexpected power or event saving a seemingly hopeless situation used especially in plot devises InClass Example The power of Reses Pieces in ET as a device that leads the protagonist to the plot of the story returning ET home 11 Consumer Behavior The study of individuals groups or organizations and the processes they use to choose use and dispose of products services experiences or ideas In advertising a response to products services and promotion Connected Terms 1 Anthropomorphize To ascribe human features for something In advertising it s personifying a brand to make it seem as if it were human This creates a personality for a brand or product 2 Consumer Response Types Affective Response an emotional response to an ad or product Cognitive Response a brain stimulating response to an ad or product triggering responses to pros and cons costs etc Conative Response a natural response based on tendency and impulse How it relates to Strat Comm Affective Did the subject have positive or negative feelings toward the ad How can we use this to our advantage Cognitive How are the subject s beliefs thoughts and attitudes changed by the ad How can we get the subject to agree with our product Conative What are the subject s buying and decision patterns How can we use those patterns to our advantage 3 Internal and External Variables Internal Variables Variables that affect a person s willingness to buy a product based on personal factors and individual differences such as a person who tends to shop more thriftily versus one who does not This also pertains to a person s educational background interests and preferences External Variables Variables that affect a person s willingness to buy a product based on that companies marketing strategy Marketing strategies are based on the 4 Ps Product Price Place and Promotion 4 Asymptote a line that continually approaches a given curve but does not meet it at any finite distance In research the theory of being able to narrow things down or broaden information without ever getting to a finite point or truth III Introspective Psychological Access The examination of one39s own conscious thoughts and feelings The ability to recognize one s own psychological state Connected terms 1 Causal Research is the investigation of research into causeandeffect relationships In advertising to determine a positive or negative correlation 2 Random Assignment A research method in which participants in an experiment are selected randomly in order to avoid subconscious bias of the researcher