1. Psyco 486 Learning and Behavioural Theory in Advertising and Marketing

2. Advertising Psychology Relatively new field Aims Differences from market research

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

4. 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

5. What Psychologists Work With Facts Inferences Constructs

6. Methodological Issues Confounds –Demand characteristics –Contingency awareness

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

8. Deception Misdirection Post-study questionnaire

9. Techniques Experimental/laboratory Naturalistic/applied

10. Learning Habituation/Sensitization Classical Conditioning Operant Conditioning Observational Learning

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

12. 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

13. Associationism Sensations –Experiences Memory –Ideas Mental representations

14. 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

15. 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

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

17. Sign Tracking Basics Supports stimulus substitution Behavioural categories/classes

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

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

20. Temporal Arrangement Short DelayLong DelayTraceSimultaneousBackwards