Psychology Of Advertising Research Articles

FEATURES OF THE CONCEPTS OF TIME OF SUBJECTS WITH DIFFERENT LEADING PERSONALITY ARCHETYPE

Purpose. The article is devoted to the study of semantic universals of time estimation by subjects with different leading personality archetype. The subject of the study is the peculiarities of assessing the time continuum associated with the leading personality archetype. The author considers the archetype as a deep semantic structure, manifested at the level of surface structures in the specifics of evaluating stimuli, including the time continuum. Methodology. The sampling consisted of 112 people who differ in the leading personality archetype. To determine the leading personality archetype, a set of MAC "12 archetypes plus" was used, and a specialized semantic differential "time" was used to determine the subjects' ideas about the time of their lives. The processing of the received data was carried out using the method of semantic universalities. Results. As a result of the study, data were obtained on the presence of differences in the semantic universalities of estimating the time of their lives by subjects with different leading personality archetype. At the same time, the differences obtained are relevant to the localization of the leading archetype on the axes of the archetypal space, which indicates the manifestation of the archetype at the level of semantic structures in the evaluation of the time continuum. Practical implications. The results of the study can be used for further research of archetypes as deep semantic structures, as well as in the field of practical use of knowledge about the psychology of the archetype, such as psychological counseling or the psychology of advertising.

PSYCHOLOGY OF BANKING PRODUCT ADVERTISING IN THE LIGHT OF SELECTED CAMPAIGNS IN THE FINANCIAL SERVICES SECTOR

The psychology of advertising is a field of interest to many scientific disciplines. It has developed from the social sciences, such as marketing, but is also increasingly entering neuroscience, neuropsychology or cognitive science. It seeks not only to explain the genesis of the need for certain values, but also begins to create them. This publication points out the possibilities of advertising. The specifics of individual campaigns in the banking sector are illustrated. The dominant trends in advertising and the values it demonstrates.

Employing the Reverse Psychology in Advertising and its Impact on the Mental Energy of the Recipient

Employing the Reverse Psychology in Advertising and its Impact on the Mental Energy of the Recipient

The Sensitivity of Retention to In-Game Advertisements: An Exploratory Analysis

In-game advertisements have become a significant source of revenue for developers of freemium mobile games. Despite this, we are not aware of any published exploratory study looking into the effect of these advertisements on individual, user-level behavior. We consult existing literature on the psychology of advertising and interruption, and propose several metrics that could be used to measure user-level retention. Using a unique dataset representing 21 free-to-play mobile games, we create a simple model which attempts to determine the effect of advertisements on retention. We find only a weak relationship between advertisements and retention. More importantly we find that game-specific effects dominate all advertising effects, yielding important results for game development and design decisions. While the results presented have limitations, they provide a starting point for future research on individual level analysis.

Peran Digital Retouching Pada Iklan Dalam Peningkatan Brand Image dan Brand Attitude Suatu Brand

This study aims to determine the role of digital retouching in advertising in improving the brand image and brand attitude of a brand. To find out, research will be conducted based on primary data in the form of interviews with expert users and extreme users. Secondary data retrieval is also held by collecting data from various books, journals and websites that contain advertising theory, the influence of brand image and brand attitude on brands, consumer behavior, marketing communication through visual design and psychology of advertising. The results of the study concluded that digital retouching can increase the brand image and brand attitude of a brand.

THE LIKE ECONOMIC PHENOMENON

The article describes the main aspects of the impact of social networking tools such as: likes, “shares” and comments on their users, and examines the change in demand for a product or service of a company by using enterprises Internet marketing tools. The factors that influence the increase in likes, reposts and feedback from social network users were identified. The target audience (target customers) of companies (brands) is analyzed. The main advantages and disadvantages of using "likes" on social networks are highlighted, with examples of the detrimental effect of likes on the young generation. The results of our own research on the impact of likes, shares and user’s feedback on increasing conversion and demand for a product or service; recommendations for the qualitative and optimized use of social networks and their tools for promoting enterprise products have been developed. Keywords: marketplace, marketing communications, internet marketing, social media marketing, brand promotion DOI: 10.15276/mdt.3.4.2019.5 Kak otzyivyi i layki menyayut onlayn-torgovlyu [How reviews and likes are changing online commerce]. Cossa Information Portal Website. Available at: https://www.cossa.ru/149/107305/ (accessed: 15/10/2019). (in Russian) Scott W.D. Psychology of Advertising. Internet Archive Website. Available at : https://archive.org/details/psychologyadvert00scotrich/page/2 (accessed 15/10/2019). Myers D. Sotsialnaya psihologiya [Social psychology]. EBook. Humer Library Website. Available at: https://www.gumer.info/bibliotek_Buks/Psihol/mayers/index.php (accessed 19/10/2019). (in Russian) Friedlander K.T. (1926) Put' k pokupatelyu: (Teoriya i praktika reklamnogo dela) [The path to the buyer (theory and practice of advertising)]. Moscow: VSNKh DSP of the USSR. (in Russian) Chaldini R.B. Psihologiya vliyaniya [Psychology of influence]. EBook. Love Read EC Website. Available at: http://loveread.ec/read_book.php?id=51721&p=1 (accessed 16/10/2019). (in Russian) Holiday R. Marketing of the Future. Growth hacking. Ryan Holiday Website. Available at: https://learn.ryanholiday.net/ (accessed: 15/10/2019). Dopamine, Smartphones and Users: The Battle of Your Own Time. Harvard University Website. Available at : http://sitn.hms.harvard.edu/flash/2018/dopamine-smartphones-battle-time/ (accessed: 15/10/2019). What is Social Proof and how to leverage it for your success? Devumi Website. Available at: https://devumi.top/social-proof-in-digital-success.html (accessed 16/10/2019). Snezhnyiy kom laykov: kak rabotaet stadnyiy instinkt v internete [The effect of likes: how does herd instinct work on the internet?]. Republic Website. Available at: https://republic.ru/posts/l/1008778 (accessed 15/10/2019). (in Russian) Use of social media in the work of a journalist. Issuu Website. Available at: https://bit.ly/2PwgpfB (accessed 17/10/2019). Chomu foto yaitsia stalo naipopuliarnishym v istorii Instagram [Why has an egg photo become the most popular in Instagram history?]. BBC News Ukraine Website. Available at: https://www.bbc.com/ukrainian/other-news-46868413 (accessed 02/11/2019). (in Ukrainian) Suprun rozpovila, yak laiky v sotsmerezhakh vplyvaiut na psykhichne zdorovia [United States Department of HHS, Ulyana Suprun described how likes affect mental health on social media]. Glavcom Website. Available at: https://bit.ly/369lv7W (accessed 05/11/2019). (in Ukrainian) Layki i otzyivyi v pomosch onlayn-riteylu [The impact of reviews and likes on online commerce]. SNCE News Website. Available at: https://snce.ru/article/layki-i-otzivi-v-pomoshch-onlayn-riteylu (accessed: 15/10/2019). (in Russian) Kak sotsialnyie seti vliyayut na prodazhi [How do social networks affect sales?]. TextTerra Internet Agency Website. Available at: https://texterra.ru/blog/kak-sotsialnye-seti-vliyayut-na-prodazhi.html (accessed 16/10/2019). (in Russian) Data on how social media promotes purchasing. Vision Critical Website. Available at: https://www.visioncritical.com/blog/new-data-how-social-media-drives-purchasing (accessed: 19/10/2019). Psykholohiia «laikiv» ta «sheiriv» [Psychology of likes and sharings]. Media Sapiens Website. Available at: https://ms.detector.media/mediaprosvita/research/psikhologiya_laykiv_ta_sheyriv/ (accessed: 16/10/2019). (in Ukrainian) Yak sotsialni merezhi vplyvaiut na prodazhi [How do social networks affect sales?]. Slaidik Website. Available at: http://slaidik.com.ua/yak-sotsialni-merezhi-vplivayut-na-prodazhi/ (accessed: 04/11/2019). (in Ukrainian) Socialbakers viral branding survey. Socialbakers Website. Available at: https://www.socialbakers.com/blog/2471-socialbakers-finds-shares-correlate-94-with-brands-viral-reach (accessed 18/10/2019). Facebook prosyat ubrat layki [Facebook is asked to remove "likes"]. Lifestyle Today Website. Available at: https://en.segodnya.ua/lifestyle/science/facebook-prosyat-ubrat-layki-1254670.html (accessed: 18/10/2019). (in Russian) Chy vtratyly Instagram-blohery svii biznes pislia zaborony na "laiky" [Have Instagram bloggers lost their business after being banned for likes?]. BBC News Ukraine Website. Available at: https://www.bbc.com/ukrainian/vert-cap-49509435 (accessed 19/10/2019). (in Ukrainian) How to use Instagram social network effectively? Business Insider Website. Available at: https://www.businessinsider.com/instagram-2010-11 (accessed 19/10/2019) &nbsp

Psychology of Business, Leadership and Communication as a Perspective Scientific Direction in Ukraine and Europe

The article deals with highlighting the relevance of the new direction of psychology of business, leadership and communication for the modern labor market. The emphasis has been placed on the fact that the modernization of educational programs promotes Europeanization and improvement of the quality of training so that specialists can operate in intercultural professional environment, and the quality of scientific research leads to constant search in order to ensure the competitiveness of graduates, spread of values and formation of a positive image of the country. The work presents the educational program “Psychology of Business and Management” for the training of specialists in the psychology of interpersonal and business communication, business counseling, psychological assessment of the staff, personnel management, legal support, organizational behavior and applied ethics, prevention of professional deformations, gender differences in the field of management activities; media psychology, psychology of advertising and public relations (PR) etc. Methods for successful formation and development of students’ personal and professional skills (soft skills) demanded by employers in order to provide their preparedness for being employed by business organizations have been offered; the general socio-psychological basics of success in business have been outlined. A system of values needed for leadership and success has been presented. The concepts of “success” and “successfulness” in the business environment have been considered.

Mysteries of the Banking Advertising Psychology or the Banking Buffet

Mysteries of the Banking Advertising Psychology or the Banking Buffet

The Psychology of Advertising

The Psychology of Advertising

DEVELOPMENT OF CREATIVITY IN THE PROCESS OF PROFESSIONAL TRAINING OF FUTURE PRACTICAL PSYCHOLOGISTS

The article analyzes the essence of the technology of developing the creativity of future practical psychologists while studying the discipline «Psychology of advertising and public relations». The efficiency of the developed technology, which includes the systems of special tasks (tasks of creative character)ontheuseofICT, creation of situations close to the practicalproblemsis substantiated. It is indicated that the effectiveness of the developed technology consists of the creative interaction of students and a teacher, when training is not limitedby the mastering of rules and definitions, butisa process of acquiring knowledge when the student and a teacher become co-authors

A Study on the Contribution of Social Cognitive Psychology in Advertising and Public Relations

본 연구는 광고 홍보 영역에서 설득 커뮤니케이션의 효과를 보다 명확히 이해하기 위해 사회 인지적 패러다임을 통해 소비 심리를 설명하고자 한다. 심리학의 사회 인지 접근이 무엇인지 자세히 설명하고, 광고 및 홍보 연구에서 주요하게 다뤄지는 주제들을 중심으로 사회 인지의 여러 심리학적 이론들이 어떻게 적용되어 왔으며, 향후 적용될 수 있는지 소개 한다. 이를 통하여 궁극적으로 사회 인지 심리학의 이론들이 소비자 행동을 이해하고 효과적인 설득 커뮤니케이션을 위해 어떻게 활용될 수 있는지에 대한 이론적 준거를 제시하는 것이 주요한 목표라 할 수 있다. 보다 구체적으로 사회 인지 심리의 주요 특성 및 역사를 개관한 후, 기업의 사회 공헌 활동(CSR)에 대한 소비자 반응, 위기에 대한 반응과 위기 대처 커뮤니케이션, 건강과 헬스 커뮤니케이션, 공익 행동을 이끌어 내기 위한 설득과 같이 광고 홍보 연구에서 주요하게 다뤘던 연구 이슈들을 정리하고, 사회 인지 심리적인 관점의 여러 이론들을 통해 해당 주제를 보다 심층적으로 분석, 설명하고자 하였다. 이를 통하여 설득 효과에 대해 연구하는 연구자들에게 심리학적 이론들을 통해 현상을 보다 세밀히 설명하고, 관련 연구 주제에 적용할 수 있는 기회를 제공하고자 한다.

Editorial Issue 17.1 — Critical Approaches to Advertising: What is Still Valid?

Editorial Issue 17.1 — Critical Approaches to Advertising:What is Still Valid? Linda M. Scott We open this issue with a reprint of excerpts from Marshall McLuhan’s Mechanical Bride. As I explain in my introduction to the excerpts, I experienced my return to McLuhan, after many years, as exceeding disappointment. His work just simply does not stand up to the test of time. What he presents as a ‘critical’ view is shot through with the prejudices and distinctive gullibilities of the 1950s—fears about manipulation by media, an embarrassing obsession with sex, no awareness whatsoever that some readers are female. The writing and argumentation are disappointingly vague and choppy. You might wonder why I decided to include the excerpts anyway. In part, I felt that it would be good to remind readers of the dubious arguments and poor scholarship that underpins a lasting fear that advertising is a form of black magic. There are, of course, better analyses from this period than the one we have here. Raymond Williams’ 1961 ‘Advertising, The Magic System,’ which we have also excerpted in A&SR, is a much more impressive work of scholarship. Betty Friedan’s chapter on the ‘Sexual Sell’ in The Feminine Mystique draws on essentially the same cultural worries as McLuhan, but her argument is so much more measured, thoughtful, and coherent that this work is also compelling, even after all these years. The connection to feminism, in fact, was the second reason I chose to include the McLuhan piece. It was Betty Friedan’s critique, drawing almost entirely on Ernst Dichter, the father of motivation research, as a source, that set the stage for the Second Wave feminist crusade against advertising. So, it also seemed fitting that we would have McLuhan’s essay to run alongside the much lighter-hearted photo essay that Astrid Van den Bossche and I put together for this issue. In ‘Uppity Women Unite! Marketing the Women’s Movement in America,’ we question the sharp line that feminism has drawn between the movement and the marketing world since Friedan’s critique appeared. However, rather than construct a counter-ideology, we simply trace the use of modern media tactics by the feminist movement itself. What emerges is a truly impressive array of very professionally orchestrated campaigns and brilliant executions. You can see, easily, that feminists have been very good marketers for the movement. But this conclusion violates what is now a core belief: that feminism and advertising don’t mix. We then turn to look at how actual product advertisements have forwarded the cause of feminism in a variety of ways, sometimes with helpful products, sometimes with challenges to stereotypes, but also with by questioning with the question of whether it is still fair to imagine all-male teams viciously working to sexualize women behind every ad. Is it not reasonable to imagine that some of the women working in advertising today actually are feminists and that they occasionally sincerely want to put out positive messaging about women? In the last section of our essay, we work through a number of recent campaigns, such as Pantene’s ShineStrong campaign, Always’ LikeaGirl campaign, or the Dove Campaign for Real Beauty. Over the course of the past fifteen years, Advertising and Society Review has featured in-depth reports, including personal interviews, with the teams behind such campaigns—and even an interview with Gloria Steinem! All these resources are linked throughout the photo essay so readers can enjoy pursuing the connections. Ironically, we also had two textbooks about advertising to review for this issue, each representing one side of this very ideological divide: The Psychology of Advertising, 2nd edition (Fennis and Stroebe, 2016) and Advertising: Critical Approaches (Wharton, 2015). Hoping to find a bridge between psychological and critical approaches to advertising fit for classroom purposes, Van den Bossche goes in search for complementarities. Each book is well worth the read, but a satisfactory lesson plan is still in the making. Copyright © 2016 The Advertising Educational Foundation, Inc.

A Research on Factors Affecting Medical Service Perception for the Realization of Personalized Traditional Korean Medicine

So Yun Kim, Hyun Ji Kim, Hoon Jung, Hoon Shik Woo, Seung Kyu Nam and Young Il Kim Department of Acupuncture & Moxibustion Medicine, College of Korean Medicine, Daejeon University Department of Oriental Rehabilitation Medicine, College of Korean Medicine, Daejeon University Department of IT Management and Engineering, College of Engineering, Daejeon University Department of Industrial and Advertising Psychology, College of Business, Daejeon University Objectives : This study aimed to evaluate influential factors affecting patients’ surveyed medical service perception of Traditional Korean Medicine(TKM). Methods : This study was a randomized single blind parallel design and 335 patients were participated. After treatment, we carried out a survey about medical service perception index from April 1st 2013 to January 31th 2014. We evaluated and analyzed the difference between Korean internal medicine and acupuncture & moxibustion, and also between the age groups of younger than 30s and older than 40s. Results : As the results of the analysis, acupuncture & moxibustion group had higher points on medical service perception sub factors than Korean internal medicine group. There was no meaningful difference between the age groups. Conclusions : The study showed higher satisfaction with acupuncture & moxibustion than Korean internal medicine, and as variable, department was more influential than age for medical service perception.

The Psychology of Advertising

The Psychology of Advertising

Is Compulsive Buying a Real Disorder, and Is It Really Compulsive?

Is Compulsive Buying a Real Disorder, and Is It Really Compulsive?

Gendered Spectatorship, Jewish Women and Psychological Advertising in Weimar Germany

While approaches to advertising had been evolving since the mid‐nineteenth century, Germany in the 1920s saw an increase in the conceptualization of the consumer as a subject who could be both anticipated as a type and addressed as an individual. Weimar Berlin was the site of crystallization for a growing interest in the psychology of advertising: women’s private lives and sexuality were being mined, reconfigured and marketed in the public sphere. This article investigates the problem of the Jewish woman as an entity in 1920s advertising texts and visual culture. It argues that while well‐studied post‐1933 advertising was typified by the imprint of Nazi ideology, the emergence of images coded Jewish in Weimar Berlin represents a moment that has garnered little attention in its specificity. By focusing on it, the author makes suggestions about the degree to which the image of the New Woman as consumer in Weimar Germany situated Jewish women’s spectral desire and thus resulted in historical circumstance characterized by symbolic domination and social death. This development precedes the Nazi takeover which would, of course, capitalize on it. Using visual material and advertising manuals from the Weimar period, the article will both assert an invocation of images coded Jewish and female as images that could ‘sell’ and, also, theorize German Jewish women’s spectatorship of mass‐produced ‘images of self’ in the 1920s and 1930s.

Persuasion: Psychological Insights and Perspectives

Preface About the Editors 1. Domains of Persuasion: An Introduction - Timothy C. Brock and Melanie C. Green 2. Attitude Measurement: Techniques for Measuring the Unobservable - Leandre R. Fabrigar, Jon A. Krosnick, and Bonnie L. MacDougall 3. Acting as We Feel: When and How Attitudes Guide Behavior - Russell H. Fazio and David R. Roskos-Ewoldsen 4. Actions and Attitudes: The Theory of Cognitive Dissonance - Joel Cooper, Robert Mirabile, and Steven J. Scher 5. To Think or Not to Think: Exploring Two Routes to Persuasion - Richard E. Petty, John T. Cacioppo, Alan J. Strathman, and Joseph R. Priester 6. Persuasiveness of Narratives - Melanie C. Green and Timothy C. Brock 7. Principles of Interpersonal Influence - Robert B. Cialdini and Brad J. Sagarin 8. Influence and Persuasion in Small Groups - Charlan Jeanne Nemeth and Jack A. Goncalo 9. Do Messages From Your Body, Your Friends, Your Doctor, or the Media Shape Your Health Behaviors? - Howard Leventhal, Linda Cameron, Elaine A. Leventhal, and Gozde Ozakinci 10. Mass Media and Political Persuasion - Shanto Iyengar and Jennifer McGrady 11. Changing Prejudice: The Effects of Persuasion on Implicit and Explicit Forms of Race Bias - David M. Amodio and Patricia G. Devine 12. The Psychology of Advertising - Frank R. Kardes Glossary - Katherine Walker-Smith and Melanie C. Green Name Index Subject Index

Persuasion Knowledge: Lay People's and Researchers' Beliefs about the Psychology of Advertising

What do lay people believe about the psychology of advertising and persuasion? How similar are the beliefs of lay people to those of consumer researchers? In this study we explore the content of people's conceptions of how television advertising influences its audience. The findings suggest that lay people and researchers share many basic beliefs about the psychology of persuasion but also indicate some dissimilarities in these groups' persuasion knowledge. We discuss what the findings imply about the existence of cultural folk knowledge and its effect on persuasion.

Image analysis for advertisement purposes: A computational model of visual perception

The present contribution describes a new procedure to evaluate the optical conspicuousness of advertisement boards in a natural environment. The object of this procedure is the computer-aided positioning of advertisements, as well as optimizing the layout of individual boards or posters. For this purpose, the scenario to be examined within a modelling process is first geometrically described. The geometric models thus created contain additional attributes, such as color and luminance at calibrated illumination. A ray casting process then creates an image of the board to be evaluated and of its environment from an observer position to be analyzed. To evaluate the optical conspicuousness a two-pass-model of the human visual system is presented, modelling the retina by way of isotropic Laplace-filters and simple cells of the visual cortex by anisotropic edge extractors and Fourier transform. The image analysis giving a quantitative measure for optical conspicuousness is carried out on the image presentations appearing in the individual model phases. The method of the procedure described here is documented with examples and compared with classical methods of eye-tracking in psychology of advertising.

Appeals to image and claims about quality: Understanding the psychology of advertising.

Appeals to image and claims about quality: Understanding the psychology of advertising.