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Psyco 486

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

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Psyco 486

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  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? Level of Investigation Type of Learning Mechanisms Whole organism Behavioural Neural circuits and neurotransmitters Neural systems or networks Neurons and synapses Molecular, cellular And genetic

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

  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. Short Delay Long Delay Trace Simultaneous Backwards Temporal Arrangement

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