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Lectures 22 and 23

by: Josephine maclean

Lectures 22 and 23 Adv 319

Josephine maclean
GPA 3.5

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Study Guide for Test 3 coming soon!
Psychology of advertising
Dr. Close-Schienbaum
Class Notes
25 ?




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This 4 page Class Notes was uploaded by Josephine maclean on Saturday November 28, 2015. The Class Notes belongs to Adv 319 at University of Texas at Austin taught by Dr. Close-Schienbaum in Summer 2015. Since its upload, it has received 20 views. For similar materials see Psychology of advertising in Advertising at University of Texas at Austin.


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Date Created: 11/28/15
Psychology of Advertising Online Lecture 22: Marketing, Ethics, and Social Responsibility Pt. 1 1st example she explores:: Theft, eating disorders­ is it advertisings fault? Why do people resist advertising? Individual and as a group Deviant CB: Both illegal and psychological/physically abnormal behavior behaviors include:  compulsive buying  theft  black market  addictive consumption (smoking, drugs, alcohol)  compulsive consumption (gambling, binge eating)  underage drinking smoking, illegal drug use You have deviant acquisition v deviant usage and physical. psychological abnormality v. illegal behavior Ex: legal but ehhh strip clubs, gambling­ positive outcomes (hedonic pleasure, escape)  vegas ­ what happened in vegas stays in vegas addicted­ chemical AND psychological addiction psychological (placebo effect) v. physical (shakes)? addiction can turn into criminal behavior  research with OCD→ compulsion (not a rational urge) role of dopamine difference b/w gambling or drinking underlying process­­ addict feels loss of control, pleasure of giving in, don’t recognize  addiction (denial) PLC loss aversion theory­ unequal balances some people have a natural pre­disposition environmental impacts (vegas) *Above the Influence add campaign New addictions­ technology, social media addiction  DSM classifications for addiction: life disrupted do behavior in secret, alone Anxiety­ shopping addicts Why do ppl compulsively buy? experience: low self­esteem, fantasy orientation, alienation, family history (retail therapy) consequences: financial, emotional, interpersonal Prevention v. promotion focused motivation MArketing Implications: do marketing activities ENCOURAGE addictive compulsive and impulsive behavior? can marketing activities CAUSE these activities  dr. close is skeptical about this one sales to encourage compulsive buying rationalization stores­ points system cards  feel like you’re gaining things despite spending money consumer theft­­ loss prevention backfiring on customer service  prevalence: retail 41.6$ billion / year­­ downloading songs illegally nonretail psychological factors affecting: temptation to steal­ rich ppl who steal( thrill seeking), others who feel have to steal bc  they can’t get it legitimately, stigma of buying (embarrassment), blaming the store, social influences encourage ability to rationalize behavior­ if store has negative public image ppl will rationalize,  Psychology of Advertising Online lecture 23: Ethics Pt. 2  Consumer motivations: being motivated to do something irrational (theft)  (intellectual prop. or objects)  would it be deviant to buy all of a rare product? then re­sell for a profit? 2 factors: Temptation and Rationalization **NOT only physical theft!! temptation greater behind the screen? rationalization­ it’s only $10 I stole return fraud *not a lot of confidence in the $42 billion statistic ways to prevent theft: loss prevention­ alarm goes off (embarrassing if employee forgot to take tag off) mirrors, tags, alarms, ink spewing tags, guards, covering cost of theft pretty woman­ when you can’t afford to shop somewhere *marketing to encourage impulsive behavior­ items right by checkout  black markets:  some illegal items legal items in short supply counterfeit goods  how can you prosecute when people “don’t know” it’s fake  too easy to steal  knock offs can be dangerous  Issues with advertising to children: Ex: marketing baby carrots kids have ­ underdeveloped cognitive abilities  unable to store, retrieve info in long term  prey on needs  teach children materialism, act on impulse, immediate gratification  solutions Marketing and Obesity­ cause?  consumers perceive unhealthy food as tastier Sex in advertising­ unintended consequences not always needed­ especially with non­related goods when is it ethical?


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