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Various product development and advertising companies work long hours, expend mental energy, and devote millions of dollars expanding strategies to evaluate and sway consumer behavior (Martin and Morich, 2011). Consumer behaviors are described as manners exhibited while purchasing, using, or evaluating products expected to satisfy needs (Martin and Morich, 2011). Advertising is defined as paid information relay about products, by identified sponsors, through media in an effort to persuade or influence behavior (Allan, 2006). Additionally various companies exploit subliminal approaches which can lead to further costs than gains. Subliminal persuasion, an adaptation of Smith and Rogers’ (1994) definition, is the use of undetected stimuli in media outlets urging action by the unaware viewer. Consumers could potentially realize companies are hiding stimulus potentially able to alter their decision making processes without consent, and this discovery can lead to negative publicity about the company (Smith and Rogers, 1994).
Music in advertising is less risky and supraliminal than subliminal messages. Supraliminal stimuli is the situation where conditions are consciously recognizable (Hansen and Wänke, 2009). Music can also enact unconscious familiarity and automatic behavior within consumers because of emotional factors. Unconscious familiarity occurs as passive consequence of stimuli, not necessarily joined with awareness, requiring little processing ability and may cause liking for stimuli more than conscious recognition (Hansen and Wänke, 2009). Automatic behavior is labeled by four components including scarce awareness, initiated by chance, efficient and effortless, ...
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...vertising Research, 46, 434-444. doi:10.2501/S0021849906060491. Retrieved March 5, 2014, from http://eds.b.ebscohost.com.proxy.kennesaw.edu
Thomas, F. T. (1968). Consumer buying intentions and purchase probability, An experiment in survey design. Revue économique, 19, 694-696. Retrieved March 11, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu
Brennan, M., & Esslemont, D. (1994). The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer. Marketing Bulletin, 5, 47. Retrieved March 8, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu
Greenwald, G. A., McGhee, E. D., & Schwartz, L.K. J. (1998). Measuring individual differences in implicit cognition: an implicit association test. Journal of Personality and Social Psychology, 74, 1464. Retrieved March 6, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu
an implicit association test (IAT) measures the attitudes of the cognitive functions which determine judgment. The Implicit Association Test (Race) measures word associations between groups of people of certain race or ethnicity (e.g., European-American, African American) and the concepts of “good” and “bad”. The speed and ease with which an association is made is measured and taken as confirmation for an implicit bias or attitude or belief held for that social group. The IAT will help uncover any hidden prejudice and bring it to the forefront of consciousness to which children can become aware of their biases and possibly through cultural exposure be able to exhibit cultural acceptance (Benaji, M & Greenwald, 2013).
The first Implicit Association Test (IAT) that I took was whether I had a preference for Young people compared to Old people. I chose this IAT because I initially thought that I would have no preference for Young or Old people. Though, I knew I would have some mistakes, I still expected my results to have an equal preference for both young or old people. In addition, this IAT used four categories. The first two categories were images of either a Young or and Old face and the other two categories were the words good or bad. The good or bad categories has at least five words listed.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Implicit Bias refers to the attitudes or stereotypes that affect our understanding, actions, and decisions unconsciously. (Kirwan, 2015) The implicit bias, which includes both favorable and unfavorable being personal, are activated involuntarily and without an individual’s awareness or voluntary control. The implicit interaction subconscious
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Taking an Implicit association test may not be something that we would want to base any serious decisions off of; it is a useful tool in being able to learn about ourselves better. By being made aware that we may unconsciously hold views that we are not proud of, we can inoculate ourselves and make a personal change for the better.
The IAT (Implicit Associations Test) is a test designed by Harvard to prove that implicit associations exist, despite our personal desire to insist that they do not. Implicit associations are involuntary connotations of objects or concepts that we hold but may not be aware of. Therefore, implicit associations are created through socialization, which is a process in which an individual learns and recreates skills, knowledge, values, motives, and roles appropriate to their position or group in society. Social cognition is how we interpret and apply information about other people which can be modified by implicit associations, but can also determine implicit associations.
An article written by Art Markman speaks about advertising and the affect it has on the subconscious mind. He makes a wild and almost offensive statement that we are unable to avoid the effects of advertisement even though most of us think we can. His strongest argument is related to affective conditioning, where the advertisement uses images and sounds that are already perceived as good by the viewer, and placing them with the product it is trying to sell. His theory is that advertisements use this psychological trick to make us feel good about the product, and that is enough to make us to want to purchase it. Markman uses a study done by researchers Melanie Dempsey and Andrew Mitchell to prove his point.
An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product.
Wittenbrink, B., & Schwarz, N. (2009). Implicit Measures of Attitudes (Rev Ed.). Secarcus, NJ: Guilford Publications, Inc.
You’re sitting down on your coach and you see an attractive girl winking at you, men are aroused, woman want to be her, and it is followed by a famous phrase, “got milk”, now you suddenly want milk! This is just one technique that advertisers use to manipulate customers into purchasing their product. Charles A. O’Neil wrote an essay that discusses advertisement and its ability to persuade a targeted audience. Frank Luntz also evaluates advertisers and their methods of persuasion. O’Neil however captures readers with his effective way of applying pathos, while Luntz gives readers credibility and applies logos.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
Subliminal Perception is a signal or message embedded in another object, designed to pass below the normal limits of perception. These messages are indiscernible by the conscious mind, but allegedly affect the subconscious or deeper mind. Subliminal techniques have occasionally been used in advertising, but the purpose, effectiveness and frequency of such techniques is debated. It is proven though that stimulation below the level of a person’s conscious awareness can be shown to have on some aspects of behavior. Following my research regarding, subliminal perception, I came to the conclusion that it is used in advertising, but I am not sure to what extent.
Advertisement has become fundamental in today’s economy. It is a medium that companies utilize to promote their services. It has become a big business. Many companies spend millions upon millions in their efforts to promote their products and services. The market is highly competitive and companies are constantly making use of the techniques used to communicate with consumers. These techniques can be seen almost everywhere. Adverts appear on television, magazines, billboards and are even heard on radio stations. There are countless means that advertisers use to lure the customer(s) in the hope that they will be loyal to the brand. Some of these techniques have been quite controversial. Subliminal advertisement or messaging is a prime example. Their subtle manipulations have instilled some fear and uneasiness on many consumers. These manipulations are deceptive, behavior altering and cause paranoia. Due to these negative aspects of subliminal messaging, it should not be an acceptable form of advertisement.
The textbook used in class (Huffman, 2002) describes that “advertising has numerous” methods to hook the individual into “buying their products and services.” The advertising. company surrounds a particular candidate such as a child and immediately sinks their teeth into the child’s mind to manipulate the child into desiring their products. Through TV, cartoons and magazine ads, children are hit by one subliminal message after another. They are shown how this product will improve their status by making them the envy of all their friends.