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2013-2014 Media Psychology Hogeschool Utrecht

2013-2014 Minor Advertising Media psychology Onno Voorma Institute for Marketing & Commerce
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Onno Voorma

on 9 January 2014

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Transcript of 2013-2014 Media Psychology Hogeschool Utrecht

Media Psychology
Internet decisive role
How we buy
Assignments
50% of your grade
Weekly group assignment
Hand in the week after
Digitally email and on paper when classes start
Feedback and grading the week after

50% of your grade
Written individual exam
Boeken
Required
2012-2013 PB Minor Advertising
Hogeschool Utrecht, Onno Voorma
Welcome on the marketing Farm
Marketing is like managing a farm
Different animals (customers)
Different needs
Different behavior
You (Marketeer) have to figure out:
Which stimuli
(marketing action)
Will give which response
(buying behavior)
Stimuli = grass
Response = milk
Stimuli = Water
Response = Growing
Stimuli = Corn
Response = eggs
Our goal is to learn you how:
Research product/brand associations
Predict behavior
Define wat is wrong (communication problem)
Use psychological to influence behavior effectively
Effective marketing actions
Brief your agency
Happy life on theFarm
Accountability
Use your money wisely
Fun and nice to have
Rene van Hoften
Bob Fennis
Erik du Plessis
Goal of this course
Rene van Hoften
Bob Fennis
Erik du Plessis
Prosuming = Participate
Consuming = sit and wait
introduction psychology
Inpire & experiment by using
Introduction
Lectures
Essential theory
Practise
Ontime presence required
Stimuli grass will give angry chicken
Stimuli corn will give rats eating all
Buying behavior
schedule
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8-10
How the brain work
How consumer behave
Experiment with influencing
,,
,,
,,
Briefing the agency
Exam
funny Brain
Product
Customer
Environmental trends
Problem/challenge
Brand situation
Product situation
Behavior
Different ...Ographics
Segmentation
One size fits nobody
Their influence on behavior is the only relevant issue
Demo (regionality, culture, age, language...)
Benefit
Price
.......
What is the communication problem/challange?
Agency briefing
Problem
Desired customer response
Which psychological triggers
Which stimuli
Process how to handle assignments
Attention
Interest
Desire
Action
Getting attention
How we acquire information
How do you buy a new laptop?
Process
Information sources
Type of information
How we decide...still...
left versus right brain
Divided brain
Black box
Cognition
Affection
Attitude
Norm
Values
Culture
Trompenaars
Hofstede
Depends on...
What do you think about?
Neuromarketing
Windows 8
Red
Green
Red
Green
Blue
Green
Red
Green
Don't think about the elephant
What is a cat and what is a dog?
the extent to which the less powerful members of institutions and organisations within a country expect and accept that power is distributed unequally.
the degree of interdependence a society maintains among its members.
The fundamental issue here is what motivates people, wanting to be the best (masculine) or liking what you do (feminine).
The extent to which the members of a culture feel threatened by ambiguous or unknown situations and have created beliefs and institutions that try to avoid these
the extent to which a society shows a pragmatic future-oriented perspective rather than a conventional historical short-term point of view.
Brain sciences
outside
in
inside
out
Analytic
Synthetic
Computergame
Robotics
Artificial intelligence
Artifical neural networks
Statistics
Neurologists
Neuropharmalogists
Evolutionists
Economitrists
Marketeers
Psychology
Our brain classifies
With a song:
Always look at......
We will we.....
The rest follows automatically
the whole is bigger that the individual parts
Gestalt principle: Stimuli are organized by our brain to complete the total picture
But our brain can be wrong
Advertising slogans
Me.. .e ...tte M.to.
.ingle.ells, .gnel . ells
NWSGRG?
XMas
XTNG
http://www.michaelbach.de/ot/lum_adelsonCheckShadow/index.html
There had been an car accident on the Biltstraat. A boy cycling with his father on their bikes without lights where hit by a taxi. The father is oke, but the boy is hurried to the UMC, where he directly has been put on the operating table for surgery. The doctor walked in and looked at the patient and said sorry I can't operate this boy he is my son?
A riddle:
prejudice = Doctor are men
Shout: Cat, dog, Neither
What are the implications for a packaging redesign decision?
Dan Ariely: Why we think it's OK to cheat and steal (sometimes)
Dan Ariely: Are we in control of our own decicions
Focus
Broad
Dan Ariely: The Truth About Dishonesty
Cow
Chicken
Mais
Conscious brain
Unconscious brain
Freud
Behavior
Blue
RED
GREEN
RED
Neuromarketing
Memories aren't put in separate drawers
More like
Supraliminal priming
Preattentive analysis
Focal attention
Comprehension
Elaborative reasoning
Explicit memory
Implicit memory
Salience
Vividness
Novelty
1
2
3
4
Truth effect: People accept information even when not fully comprehended
Self schema
Meta cognition
Inner state interferes with the process
Traits, values and beliefs interfere
Categorization and rules of thumb = heuristic rules
Heuristic rules = rules of thumb
Fastfood...
Sunny vacation...
Drinks....
Automated responses
How often pass the people wearing with the basket ball
Input
Sensory registration
Short term memory STS
1
Long term store LTS
1
2
3
4
Building attitude
Brand categorization being formed
Promise to little or promise to much?
Product position?
Competition
What are the customers associations with the product?
PLC
Group assignment week 2
Make a brand association Map
Analyse your product situation
Watch video (Barry Schwartz)
What is the essence
What is the relevance for you as a marketeer
Sheena Iyengar: The art of choosing
Barry Schwartz: The paradox of choice
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Right
Left
When you pick one the rest follows automatically and fast
Buying Situation
High/low awareness
Current communication
Brand associations
Stimuli = grass
Response = milk
Cow
Subliminal Influencing
Subliminal Influencing
Segmentation
Assignment This afternoon
Make the segmentation for your product/brand?
Why do you select your target segment(s)?
Describe behavior of your segment:
Buying behavior (now & tommorrow) = Why, where, when, who, what
Automatic click response reactions
What stimuli do the need (drivers)
Back 12.20 to present results
Mind
Body
Environment
We differ from animals, we make plans
Feelings
Emotions
Moods
+
Gestalt
Attention
Plutchik's Wheel
The stronger the emotion the stronger the embedding in memory
Mostly alarm bells, hungry, thirst etc.
Increasingly harder to describe
Time relationship, lasting longer
pleasure
Reward circuits produce dopamine
In panic (arousal) no gestalts are being build
You "see" what you want to see
Brand management problem
Assumption that customers will feel/do like you do yourself
Next week:
Study Influence Cialdini 1-3 (Reciprocity and Commitment)
Classify, research the ability and motivation of your customers to buy the product
Influence
Robert B. Cialdini
Fixed action patterns
Controlled response
Short circuits
Analysis and processing of information when people want and when they can
ELSE Click Zoom
Contrast principle
Request + Reasons
Click zoom
Reciprocity
Cultural
Strongest
Not related to Appreciation of person
After denial step back
Two sided concessions
Give and take, take
1
2
Commitment
Bastion of fools
Hide & Seek
3
One foot in the door
Be under obligation
Beach towel
Go for a walk with and without commitment, someone steels your bag
Small concessions
In the public eye
Give it your best try
Can I pass, because i'm in a hurry
Turkey - Polecat, piep.piep
Expensive suit and cheap Sweater
Expensive is good
Put into action by one single characteristic of relevant information
Efficiënt and economically
When not
-unsympathetic
- creedy
- respulsive
Free sample
Boyscout selling theater tickes for a good cause and chocolate bars as a second option
When you don't want to buy, do you know people who might be interested
You loose I win
Start with the most expensive article first
Save time, don't think
Call Center "How are you", do you care to give some to the persons who are in need
1. Call for a survey if they are willing to be collectants
2. Ask them afterward to become collectant
The marshmallow experiment is a famous test of this concept conducted by Walter Mischel at Stanford University and discussed by Daniel Goleman in his popular work. In the 1960s, a group of four-year olds were given a marshmallow and promised another, only if they could wait 20 minutes before eating the first one. Some children could wait and others could not. The researchers then followed the progress of each child into adolescence, and demonstrated that those with the ability to wait were better adjusted and more dependable (determined via surveys of their parents and teachers), and scored an average of 210 points higher on the Scholastic Aptitude Test.
Conforming
Under certain conditions we percieve behaviour as right, when others show the same behaviour
Uncertainty
Isolation
Imitation
People will learn anything when he/she sees another doing something he/she thinks, well if he/she can I can certainly do it!
How I got my University degree!
Suicides increase after appearing in the newspaper
Catherine Genovese Killed in Queens NY with 38 people watching
Bystanders where uncertain if it was that serious, if no one responds...
Werther effect
Stronger with look alikes
Social proof
More wallets returned when found by someone who "looked" similar
Pluralistic Uncertainty
How to use in marketing?
Expert
Celebrity
Users
Wisdom of the crowd
Friends
100.000 have eaten here before you
Crime rates
Highjacks
Food poisoning
Assignment:
Find real life marketing examples
How to respond
4
Sympathy
Joe Girard
Worldwide car salesman
Fair price
Someone they like
Sends 13.000 cards every month to all his customers

Kind regards
Why
Physical attraction
Good looking
Hallo effect
Positive characteristic influences all judging
Similarity
Those who look alike
The way we dress
When you meet someone for the first time, who do we both know
Linkedin
Facebook
Higher response on survey when the senders name looks similar to respond
First letter of names children, companies you work for etc.. FREEDOM OF CHOICE??
Compliments
You like does who give compliments
Contacts and cooperation
More contact does not always mean better integration
Those who give the answers on the teachers questions don't always get the sympathies of the others
Works the other way as well
Not similar and
Conditioning and associations
Weatherman blamed for the bad weather
Don't shoot the messenger
Seen picture from car with beautifull men/women
the car is judged as being better/faster
Credit cards
Higher spending
Higher tipping
Associated with the positive things of money
Lunch technique by Gregory Razran
Sell ebrities
Sports = personal relation
We won and they lost
Succesful waiter:
Don't eat the ....
First trusted friend in enemy territory
What else do you recommend
Que outside the restaurant/nightclub, "everybody goes there"
Authority
Milgram experiment
Variant
- Student said continu
- Researcher said stop
Variant
- Two researchers who disagree
Teacher stops
Teacher tried to find out who is in command
Learned from the day of birth
Blue and brown eyes
2/3 continued untill the end
Hierarchy
Monkey learn slower when a discovery has been made by an ape in a lower position
Teammembers of Michael Jordan had been eating muesli bars for a while. It took Michael Jordan to adept them to make it standard procedure
Titels
Uniforms
Attributes
People are being judged as taller when they have more titels
To look up to someone
When two experts are around one stops thinking
Nurse - doctor medicine mistakes
3,5 times more people follow the suit when he/she crosses the street compared to someone with casual wear
Students estimated response to a survey right (50%/42% actual) But when the survey is done in uniform they got it wrong (63%/92% actual)
Joshua Bell
Why did Mr. Furman ad the O
Expensive cars are not horned as fast at the traffic lights as cheaper cars
Neutral Expert
To point out small defects makes you trustworthy
Avis 2nd, but we try harder
L'oreal a little more expensive but......
Waiter, don't take the soup today
Scarcity
The less the better, loss is the worst
Missprints with stamps
Loss works better then gain
Most people pick up the phone during a conversation, because otherwise you'll lose the phonecall
Decrease in study results give more stress than the same increase gives reward
- Limited numbers
- Time limit
Psychological Reactance
- The harder to get the better
- Terrible to lose freedom of choice
Products look more desirable when there is the risk of loosing them
The best = Sudden scarcity
Decline leads to more positive response
When there are less, they look better
Made To Stick
SUCCES
Simple
Unexpected
Concrete
Credible
Emotion
Story
A friend of a friend of ours is a frequent business traveler. Let's call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink. He'd just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks — one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered.

Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice. He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don't move. call 911.

A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, "Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?"

Anxious, he felt around behind him. Sure enough, there was a tube. The operator said, "Sir, don't panic, but one of your kidneys has been harvested. There's a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don't move until they arrive."
Simplicity
Time
Money
Physical effort
Mental effort
Social devience
Non routine
ELM (Elaboration Likelihood Model)
- High motivation route
Deep processing
Lasting effect
- Low motivation route
Superficial processing
Temporary effect

Transformational
Informational
Assignment week 5
Take a iconic commercial
- Current gestalts
- Buying behavior (level of awareness)
- FBM
- Transformational / informational
- Change gestalts?
- SUCCES
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