Psyco 486 Learning and Behavioural Theory in Advertising and Marketing

Advertising Psychology Relatively new field Aims Differences from market research

What We’re Covering The focus: learning and behavioural theory Some cross-over into cognitive content Applications: advertising, marketing

Why a Behavioural Approach? Whole organism Neural circuits and neurotransmitters Neurons and synapses Behavioural Neural systems or networks Molecular, cellular And genetic Level of InvestigationType of Learning Mechanisms

What Psychologists Work With Facts Inferences Constructs

Methodological Issues Confounds –Demand characteristics –Contingency awareness

Controls Perceptual –Colours, sounds, etc. –Preferences (innate, learned) Subjects Brand exposure General advertising exposure

Deception Misdirection Post-study questionnaire

Techniques Experimental/laboratory Naturalistic/applied

Learning Habituation/Sensitization Classical Conditioning Operant Conditioning Observational Learning

Associations Linking together of: –Events –Memories –Actions and consequences Central to study of learning and behaviour

Rules of Association for Stimuli Primary (Aristotle’s) –Contiguity, similarity, contrast Secondary (Thomas Brown) –Length of exposure, vividness, frequency, consitutional differences, emotional state, health, prior habits, freedom from strong associations with other stimuli

Associationism Sensations –Experiences Memory –Ideas Mental representations

Hierarchy simple sensation simple sensation simple sensation simple sensation simple sensation simple idea simple idea simple idea simple idea simple idea complex idea complex idea duplex idea

Classical Conditioning: Basics Unconditional –Stimuli and responses whose properties are not dependent upon prior training Conditional (i.e., “dependent”) –Stimuli and responses whose properties occur only after training US, UR, CS, CR Associations

Stimulus-Substitution CS takes properties of US CR equals/approximates UR

Sign Tracking Basics Supports stimulus substitution Behavioural categories/classes

Preparatory Response Theory Allows body to prepare for future event Based on past experience Survival value

Nature of the CR-UR Compensatory CRs SOP and AESOP models

Temporal Arrangement Short DelayLong DelayTraceSimultaneousBackwards