Thanks for you note of my referencing james
However, I am very aprehensive to edit my blog 2 as i had a lot of trouble uploading it this morning and every time i went to edit it it times out or didnt save or didnt upload after making the changes.
Saturday, October 27, 2007
Self Assessment for Blog 2
Self-Assessment for Blog 2: Social learning theory, classical conditioning, and the elaboration likelihood model: A look at their affect on marketing, advertising, and branding with respect to Coca-Cola.
Theory
I feel that I presented a number of relevent theoretical concepts in my essay that the Coca-Cola examples built upon. As a result of the word limit the depth of analysis for this topic needed to be limited. With a larger word limit, greter explanation and application of the theories would have been possible.
Research
I feel that my essay provided a sufficient representation of the available research. However, Maslow's Hierarchy of Needs and other theories could have been applied to this topic. More recent research could have been explored to reinforce the theories used as well as to highlight new ideas, as marketing, advertising, and branding, in conjunction with psychology is ever evolving.
Written expression
APA format was used in both the essay body and reference list. Subheadings were used in conjuction with a simple and concise writing style was used to enhance readability.
Online engagement
My online engagement increased markedly in the second half of the semester. This is a result of a better understanding of blogging as well a better time management.
Theory
I feel that I presented a number of relevent theoretical concepts in my essay that the Coca-Cola examples built upon. As a result of the word limit the depth of analysis for this topic needed to be limited. With a larger word limit, greter explanation and application of the theories would have been possible.
Research
I feel that my essay provided a sufficient representation of the available research. However, Maslow's Hierarchy of Needs and other theories could have been applied to this topic. More recent research could have been explored to reinforce the theories used as well as to highlight new ideas, as marketing, advertising, and branding, in conjunction with psychology is ever evolving.
Written expression
APA format was used in both the essay body and reference list. Subheadings were used in conjuction with a simple and concise writing style was used to enhance readability.
Online engagement
My online engagement increased markedly in the second half of the semester. This is a result of a better understanding of blogging as well a better time management.
Fiona's Voting Behaviour
This is a tricky poll.....i decided to go with "other" so i thought i would let you know why.......
i wanted to choose all of the options!!
Party leader's personality
Political party's policies
Already formed political ideologies e.g. conservative beliefs
Other (let me know)
Personally, how a party leader portrays himself (hopefully herself one day)and his personality does infulence me. If he is arrogant and seems to be self-involved rather than 'listening to the people' i would vote against him.
Obviously, the policies is what (technically) voting should be all bout, and again, if i dont like the policies i will not vote for that party. I know a lot of people who think dear Mr Howard is a (u know what) but will vite for him because they like the policies.
Finally, at this stage, being brought up in the household that i have been, i have preformed ideas about what i want and what party will deliver that for me...so until something changes my mind...eg personality or policy changes, already formed political ideaologies will influence my vote a lot.
i wanted to choose all of the options!!
Party leader's personality
Political party's policies
Already formed political ideologies e.g. conservative beliefs
Other (let me know)
Personally, how a party leader portrays himself (hopefully herself one day)and his personality does infulence me. If he is arrogant and seems to be self-involved rather than 'listening to the people' i would vote against him.
Obviously, the policies is what (technically) voting should be all bout, and again, if i dont like the policies i will not vote for that party. I know a lot of people who think dear Mr Howard is a (u know what) but will vite for him because they like the policies.
Finally, at this stage, being brought up in the household that i have been, i have preformed ideas about what i want and what party will deliver that for me...so until something changes my mind...eg personality or policy changes, already formed political ideaologies will influence my vote a lot.
Blog 2:
Social learning theory, classical conditioning, and the elaboration likelihood model: A look at their affect on marketing, advertising, and branding with respect to Coca-Cola.
Word Count: 1540 (excludes title, abstract, map, and reference list. 46 in-text references are included in this word count)
Abstract
The purpose of this essay is to examine how socio-psychological principles can be applied in marketing, advertising and branding by way of Coca-Cola. The essay first explores celebrity endorsement through classical conditioning, and then music also as a form of this method. Secondly, the elaboration likelihood model is discussed in relation the persuasiveness of an advertisement’s argument. Both the peripheral and central routes to persuasion are applied to Coca-Cola’s advertising and marketing. Finally, the essay will outline the social learning theory and how modelling is applied in Coca-Cola advertisements.
Introduction
Coca-Cola has focused its’ image on the emotions and feelings of individuals. It has entwined itself within cultures and become embedded within social values and attitudes throughout the world. Using a number of techniques and strategies to market its’ product, Cocoa-Cola’s brand logo is highly identifiable worldwide. The elaboration likelihood model, social learning theory, and classical conditioning can be used to explore and explain Coca-Cola’s marketing, advertising, and branding techniques.
Classical conditioning: Celebrities
Classical conditioning aids the formation of attitudes. Using classical conditioning to their advantage, marketers and advertisers link brands with desirable people, such as Sarah Jessica Parker with Garnier Nutrisse, or Lleyton Hewitt with Nike, and David Beckham with Coca-cola.
The celebrities are the unconditioned stimulus which elicits feelings of warmth or admiration (the unconditioned response). Pairing a neutral stimulus or conditioned stimulus such as brand name with unconditioned stimulus over time will cause consumers to associate the original unconditioned response with new stimulus. After repeated pairings the conditioned stimulus alone will produce feelings which are the conditioned response. For classical conditioning to be effective the association must be presented to the consumer frequently (e.g. regular television advertising), and the conditioned stimulus must be presented prior to the unconditioned stimulus and very close in timing.
A celebrity endorsement strategy via classical conditioning enables marketers to project credible images in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till & Shimp, 1998). Advertisers must be aware of the attractiveness of the spokesperson (McCracken, 1989). Source attractiveness (physical appearance, personality, likeability, and similarity to the receiver) has proved to have greater success in influencing customers’ attitudes and beliefs than unattractive spokespersons (Ohanian, 1991). This behaviour can be explained by the halo effect, whereby individuals who perform well in one dimension, e.g. physical attractiveness, are assumed to also excel in others, e.g. happiness and popularity (Solomon, 2002).
Classical Conditioning: Music
Propositions have been made that music in television advertisements act as unconditioned stimulus which elicits an unconditioned emotional response that is likely to result in the consumer purchasing that specific brand.
An example is the “Always Coca-Cola” advertisement. This song utilises classical conditioning on two levels, the song and the literal association. The unconditioned stimulus being linked with the brand elicits an emotional response and thus conditions the consumer to purchase Coca-Cola. For example, as a consumer spots Coca-Cola in the shopping isle, recalls the advertisement and the song. This produces a positive emotional brand reaction - she picks up a bottle of Coca-Cola and places it in her trolley while singing “...whenever there is fun there’s always Coca-Cola...”.
The literal association being made between fun and Coca-Cola in the song’s words “...whenever there is school there will always be homework, whenever there’s a beat there’s always a drum, whenever there’s fun there’s always Coca-Cola...”
Here, it is implied that Coca-Cola is synonymous with fun: one does not occur without the other, such as not being able to go to school without having homework as a result.
Recent research has begun to move beyond music’s influence in advertising via classical conditioning and has found that it also effects the peripheral and central persuasion routes (elaboration likelihood model) (MacInnis & Park, 1991). Bruner (1990), and Alpert and Alpert (1990) reported that music manipulates consumers’ moods. A consumer’s mood can be negatively affected by sad music, but increases purchasing intentions. Hence many charities use sad music in advertisements. Additionally, music uses more processing resources leaving less for processing product-relevant information, thus Coca-cola uses happy ‘stick in your head music” which can avert advertising wear out (Anand & Sternthal, 1990).
Elaboration Likelihood Model
The elaboration likelihood model was developed by Petty, Cacioppo, and Schumann (1983) to “bring the concept of the motivational state described by enduring involvement to bear upon the question of the persuasiveness of advertising” (Foxall & Goldsmith, 1994). This theory combines the characteristics of the audience such as high or low involvement with the characteristics of the message, i.e. the argument and the presentation.
Petty et al. (1983) questioned how advertising persuades people, given the differences in their ability and motivation to process information which characterise mass media audiences (Foxall & Goldsmith, 1994). The elaboration likelihood model proposes that there are two routes to persuasion: peripheral and central (see figure 1.). These routes can alter one’s belief structure based on the occurring cognitive processes at the time of persuasion. The peripheral route (the direct route from exposure to memory) is correlated with individuals’ inability to exercise careful analysis on all messages encountered. There are countless messages in our environment, thus the central processing route cannot pay attention to them all. An individual’s motivation to consider issue-relevant information is affected by many environmental variables, as is the ability to complete cognitive processing.
Messages hold no intrinsic interest if the individual is less involved in the product category. Though an individual may not be interested in the message argument, some aspect of the ad may “grab” their attention, and consequently low levels of their information processing capacity will be focused. The message can still be persuasive as individuals can use heuristics to buy a product, such as ‘buy the most familiar’, and purchase the product simply as a result of becoming familiar with it. Consumers may develop positive feelings toward Coca-Cola because of the music or endorser without actually evaluating Coca-Cola itself. It can be postulated that many Coca-Cola sales are made from consumer’s peripheral route.
However, consumers’ message involvement seems to be a consequence of their enduring involvement: those who display high-enduring product involvement are more likely to pay attention to a message (Foxall & Goldsmith, 1994). The central route is a dynamic and conscious process that determines the argument’s persuasiveness. Individuals construct favourable and unfavourable opinions in response to the advocated position during the central route’s cognitive process. Determination of whether the position holds any merit is reliant on the outcome of these favourable and unfavourable thought processes. Those consumers who not only drink Coca-Cola, but also collect the merchandise, company produced CD’s, or who are embedded firmly in the “Pepsi – Coke rivalry”, are individuals who have a high-involvement with Coca-Cola, are much more receptive to Coca-Cola’s advertisements.
Figure 1. A model of consumer information processing. Source: Foxall & Goldsmith, 1994, p. 75.
Social Learning
In social learning, (observational learning or vicarious conditioning) people are more likely to imitate behaviours if they have seen others rewarded for performing them. Social learning, with respect to marketing and advertising, occurs when consumers imitate the behaviours of those advertised, and implement it into their own consumerism. “A variety of consumer behaviours, such as shopping, interacting with sales clerks, brand selecting and consumption, can be modelled for consumers who pattern their future behaviour on the examples observed” (Foxall & Goldsmith, 1994, p. 73). Consumers are frequently influenced by marketers via advertising modelling how the company would like the consumers to behave with regard to their product.
Many Coca-Cola advertisements focus on the brand being associated with fun, partying, and being with friends. In Coca-Cola television advertisements, Coca-Cola is the sparkling, bubbly, and refreshing drink that so many enjoy. Its unique taste and cool refreshing flavour is all that is needed to satisfy Australians on a hot summer’s day. In Australia, Coca-Cola has tapped into our large beach and party culture.
Advertisements model how Coca-Cola should be enjoyed: on the beach with friends, having a party etc. As a component of the brand’s image, the advertisements associate a distinctive type of user with Coca-Cola. This is usually carefully cultivated by the marketer because of the dual promises that it poses.
Firstly, using the brand acts as a symbol of what kind of person you are (Foxall & Goldsmith, 1994). If you drink Coca-Cola you must be cool, young, keen to have fun, and good looking. Secondly, if this is not you, then you can become more like the portrayed desirable consumer by using the brand
Conversely, it can be argued that Coca-Cola advertisements such as these, have not imitated the Australian culture of partying and having fun, but rather, created it. Consumers have imitated the behaviours seen on television and thus when they want to have fun they go to the beach or have a party and drink Coca-Cola.
Conclusion
Classical conditioning, social learning theory, and the elaboration likelihood model, can be applied to Coca-Cola’s marketing, advertising, and branding.
Utilising classical conditioning, Coca-Cola’s marketers link their product with desirable people such as David Beckman, and use music in their television advertisements to encourage individuals to consume Coca-Cola.
Coke utilises the central and peripheral routes to persuasion, as outlined in the elaboration likelihood model, by having its advertisements appeal to both “low and high” enduring consumers. Catchy music and strong visuals capture those who are less involved in the cola product category, while Coca-Cola’s strong positive image and message appeals to those already committed to the brand.
Finally, Coca-Cola uses modelling to convey its’ image of being consumed by young attractive people having fun and partying. It reinforces the image of those who already consume the product, and holds out the promise for those do not, that they too can become more like the portrayed desirable Coca-Cola consumer by using the product.
In the words taken from the BBC website, “The image plus the product creates a powerful selling machine” (Coca-Cola - a Soft Drink with Other Uses,2006).
Reference
Alpert, J. I., & Alpert, M. I. (1990). Music influences on mood and purchase intentions. Psychology Marketing , 7, 109-33.
Anand, P., & Sternthal, B. (1992). The effects of program involvement and ease of message counterarguing on advertising persuasiveness. Journal of consumer Psychology , 1, 225-38.
Baumeister, R. F., & Bushman, B. J. (2008). Social Psychology and Human Nature. California: Thomson Wadsworth.
Bruner, G. C. (1990). Music, mood and marketing. Journal of Marketing , 54, 94-104.
Coca-Cola - a Soft Drink with Other Uses. (2006, July 27). Retrieved October 26, 2007, from h2g2: http://www.bbc.co.uk/dna/h2g2/A12590327
Costley, C. L., & Brucks, M. (1992). Selective recall and information use in consumer preferences. Journal of Consumer Research , 18, 464-74.
Foxall, G. R., & Goldsmith, R. E. (1994). Consumer Psychology for Marketing. London: Routledge.
Gresko, J., Kennedy, L., & Lesniak, J. (2003). Living in a Social World: Social Psychological Factors Underlying the Impact of Advertising. Miami: Miami University.
MacInnis, D. J., & Park, C. W. (1991). The differential role of characteristics of music on high and low involvement consumers' processing of ads. Journal of consumer Research , 18, 161-73.
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of theEndorsement Process. Journal of Consumer Research, 16 (3), 310-321.
McGill, A., & Anand, P. (1989). The effect of vivd attributes on the evaluation of alternatives: the role of differntial attention and cognitive elaboration. Journal of Consumer Research , 16, 188-96.
Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research , 31 (1), 46-53.
Solomon, M. R. (2002). Consumer Behavior: Buying, Having, and Being (5th Edition ed.). New Jersey: Prentice Hall.
Till, B. D., & Shimp, T. (1998). Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising , 27 (1), 67-82.
Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research .
Word Count: 1540 (excludes title, abstract, map, and reference list. 46 in-text references are included in this word count)
Abstract
The purpose of this essay is to examine how socio-psychological principles can be applied in marketing, advertising and branding by way of Coca-Cola. The essay first explores celebrity endorsement through classical conditioning, and then music also as a form of this method. Secondly, the elaboration likelihood model is discussed in relation the persuasiveness of an advertisement’s argument. Both the peripheral and central routes to persuasion are applied to Coca-Cola’s advertising and marketing. Finally, the essay will outline the social learning theory and how modelling is applied in Coca-Cola advertisements.
Introduction
Coca-Cola has focused its’ image on the emotions and feelings of individuals. It has entwined itself within cultures and become embedded within social values and attitudes throughout the world. Using a number of techniques and strategies to market its’ product, Cocoa-Cola’s brand logo is highly identifiable worldwide. The elaboration likelihood model, social learning theory, and classical conditioning can be used to explore and explain Coca-Cola’s marketing, advertising, and branding techniques.
Classical conditioning: Celebrities
Classical conditioning aids the formation of attitudes. Using classical conditioning to their advantage, marketers and advertisers link brands with desirable people, such as Sarah Jessica Parker with Garnier Nutrisse, or Lleyton Hewitt with Nike, and David Beckham with Coca-cola.
The celebrities are the unconditioned stimulus which elicits feelings of warmth or admiration (the unconditioned response). Pairing a neutral stimulus or conditioned stimulus such as brand name with unconditioned stimulus over time will cause consumers to associate the original unconditioned response with new stimulus. After repeated pairings the conditioned stimulus alone will produce feelings which are the conditioned response. For classical conditioning to be effective the association must be presented to the consumer frequently (e.g. regular television advertising), and the conditioned stimulus must be presented prior to the unconditioned stimulus and very close in timing.
A celebrity endorsement strategy via classical conditioning enables marketers to project credible images in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till & Shimp, 1998). Advertisers must be aware of the attractiveness of the spokesperson (McCracken, 1989). Source attractiveness (physical appearance, personality, likeability, and similarity to the receiver) has proved to have greater success in influencing customers’ attitudes and beliefs than unattractive spokespersons (Ohanian, 1991). This behaviour can be explained by the halo effect, whereby individuals who perform well in one dimension, e.g. physical attractiveness, are assumed to also excel in others, e.g. happiness and popularity (Solomon, 2002).
Classical Conditioning: Music
Propositions have been made that music in television advertisements act as unconditioned stimulus which elicits an unconditioned emotional response that is likely to result in the consumer purchasing that specific brand.
An example is the “Always Coca-Cola” advertisement. This song utilises classical conditioning on two levels, the song and the literal association. The unconditioned stimulus being linked with the brand elicits an emotional response and thus conditions the consumer to purchase Coca-Cola. For example, as a consumer spots Coca-Cola in the shopping isle, recalls the advertisement and the song. This produces a positive emotional brand reaction - she picks up a bottle of Coca-Cola and places it in her trolley while singing “...whenever there is fun there’s always Coca-Cola...”.
The literal association being made between fun and Coca-Cola in the song’s words “...whenever there is school there will always be homework, whenever there’s a beat there’s always a drum, whenever there’s fun there’s always Coca-Cola...”
Here, it is implied that Coca-Cola is synonymous with fun: one does not occur without the other, such as not being able to go to school without having homework as a result.
Recent research has begun to move beyond music’s influence in advertising via classical conditioning and has found that it also effects the peripheral and central persuasion routes (elaboration likelihood model) (MacInnis & Park, 1991). Bruner (1990), and Alpert and Alpert (1990) reported that music manipulates consumers’ moods. A consumer’s mood can be negatively affected by sad music, but increases purchasing intentions. Hence many charities use sad music in advertisements. Additionally, music uses more processing resources leaving less for processing product-relevant information, thus Coca-cola uses happy ‘stick in your head music” which can avert advertising wear out (Anand & Sternthal, 1990).
Elaboration Likelihood Model
The elaboration likelihood model was developed by Petty, Cacioppo, and Schumann (1983) to “bring the concept of the motivational state described by enduring involvement to bear upon the question of the persuasiveness of advertising” (Foxall & Goldsmith, 1994). This theory combines the characteristics of the audience such as high or low involvement with the characteristics of the message, i.e. the argument and the presentation.
Petty et al. (1983) questioned how advertising persuades people, given the differences in their ability and motivation to process information which characterise mass media audiences (Foxall & Goldsmith, 1994). The elaboration likelihood model proposes that there are two routes to persuasion: peripheral and central (see figure 1.). These routes can alter one’s belief structure based on the occurring cognitive processes at the time of persuasion. The peripheral route (the direct route from exposure to memory) is correlated with individuals’ inability to exercise careful analysis on all messages encountered. There are countless messages in our environment, thus the central processing route cannot pay attention to them all. An individual’s motivation to consider issue-relevant information is affected by many environmental variables, as is the ability to complete cognitive processing.
Messages hold no intrinsic interest if the individual is less involved in the product category. Though an individual may not be interested in the message argument, some aspect of the ad may “grab” their attention, and consequently low levels of their information processing capacity will be focused. The message can still be persuasive as individuals can use heuristics to buy a product, such as ‘buy the most familiar’, and purchase the product simply as a result of becoming familiar with it. Consumers may develop positive feelings toward Coca-Cola because of the music or endorser without actually evaluating Coca-Cola itself. It can be postulated that many Coca-Cola sales are made from consumer’s peripheral route.
However, consumers’ message involvement seems to be a consequence of their enduring involvement: those who display high-enduring product involvement are more likely to pay attention to a message (Foxall & Goldsmith, 1994). The central route is a dynamic and conscious process that determines the argument’s persuasiveness. Individuals construct favourable and unfavourable opinions in response to the advocated position during the central route’s cognitive process. Determination of whether the position holds any merit is reliant on the outcome of these favourable and unfavourable thought processes. Those consumers who not only drink Coca-Cola, but also collect the merchandise, company produced CD’s, or who are embedded firmly in the “Pepsi – Coke rivalry”, are individuals who have a high-involvement with Coca-Cola, are much more receptive to Coca-Cola’s advertisements.
Figure 1. A model of consumer information processing. Source: Foxall & Goldsmith, 1994, p. 75.
Social Learning
In social learning, (observational learning or vicarious conditioning) people are more likely to imitate behaviours if they have seen others rewarded for performing them. Social learning, with respect to marketing and advertising, occurs when consumers imitate the behaviours of those advertised, and implement it into their own consumerism. “A variety of consumer behaviours, such as shopping, interacting with sales clerks, brand selecting and consumption, can be modelled for consumers who pattern their future behaviour on the examples observed” (Foxall & Goldsmith, 1994, p. 73). Consumers are frequently influenced by marketers via advertising modelling how the company would like the consumers to behave with regard to their product.
Many Coca-Cola advertisements focus on the brand being associated with fun, partying, and being with friends. In Coca-Cola television advertisements, Coca-Cola is the sparkling, bubbly, and refreshing drink that so many enjoy. Its unique taste and cool refreshing flavour is all that is needed to satisfy Australians on a hot summer’s day. In Australia, Coca-Cola has tapped into our large beach and party culture.
Advertisements model how Coca-Cola should be enjoyed: on the beach with friends, having a party etc. As a component of the brand’s image, the advertisements associate a distinctive type of user with Coca-Cola. This is usually carefully cultivated by the marketer because of the dual promises that it poses.
Firstly, using the brand acts as a symbol of what kind of person you are (Foxall & Goldsmith, 1994). If you drink Coca-Cola you must be cool, young, keen to have fun, and good looking. Secondly, if this is not you, then you can become more like the portrayed desirable consumer by using the brand
Conversely, it can be argued that Coca-Cola advertisements such as these, have not imitated the Australian culture of partying and having fun, but rather, created it. Consumers have imitated the behaviours seen on television and thus when they want to have fun they go to the beach or have a party and drink Coca-Cola.
Conclusion
Classical conditioning, social learning theory, and the elaboration likelihood model, can be applied to Coca-Cola’s marketing, advertising, and branding.
Utilising classical conditioning, Coca-Cola’s marketers link their product with desirable people such as David Beckman, and use music in their television advertisements to encourage individuals to consume Coca-Cola.
Coke utilises the central and peripheral routes to persuasion, as outlined in the elaboration likelihood model, by having its advertisements appeal to both “low and high” enduring consumers. Catchy music and strong visuals capture those who are less involved in the cola product category, while Coca-Cola’s strong positive image and message appeals to those already committed to the brand.
Finally, Coca-Cola uses modelling to convey its’ image of being consumed by young attractive people having fun and partying. It reinforces the image of those who already consume the product, and holds out the promise for those do not, that they too can become more like the portrayed desirable Coca-Cola consumer by using the product.
In the words taken from the BBC website, “The image plus the product creates a powerful selling machine” (Coca-Cola - a Soft Drink with Other Uses,2006).
Reference
Alpert, J. I., & Alpert, M. I. (1990). Music influences on mood and purchase intentions. Psychology Marketing , 7, 109-33.
Anand, P., & Sternthal, B. (1992). The effects of program involvement and ease of message counterarguing on advertising persuasiveness. Journal of consumer Psychology , 1, 225-38.
Baumeister, R. F., & Bushman, B. J. (2008). Social Psychology and Human Nature. California: Thomson Wadsworth.
Bruner, G. C. (1990). Music, mood and marketing. Journal of Marketing , 54, 94-104.
Coca-Cola - a Soft Drink with Other Uses. (2006, July 27). Retrieved October 26, 2007, from h2g2: http://www.bbc.co.uk/dna/h2g2/A12590327
Costley, C. L., & Brucks, M. (1992). Selective recall and information use in consumer preferences. Journal of Consumer Research , 18, 464-74.
Foxall, G. R., & Goldsmith, R. E. (1994). Consumer Psychology for Marketing. London: Routledge.
Gresko, J., Kennedy, L., & Lesniak, J. (2003). Living in a Social World: Social Psychological Factors Underlying the Impact of Advertising. Miami: Miami University.
MacInnis, D. J., & Park, C. W. (1991). The differential role of characteristics of music on high and low involvement consumers' processing of ads. Journal of consumer Research , 18, 161-73.
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of theEndorsement Process. Journal of Consumer Research, 16 (3), 310-321.
McGill, A., & Anand, P. (1989). The effect of vivd attributes on the evaluation of alternatives: the role of differntial attention and cognitive elaboration. Journal of Consumer Research , 16, 188-96.
Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research , 31 (1), 46-53.
Solomon, M. R. (2002). Consumer Behavior: Buying, Having, and Being (5th Edition ed.). New Jersey: Prentice Hall.
Till, B. D., & Shimp, T. (1998). Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising , 27 (1), 67-82.
Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research .
Friday, October 26, 2007
Classical conditioning-celebrities and brand name
The celebrities are the stimulus (the unconditioned stimulus) who elicit feelings of warmth or admiration (which is the unconditioned response). Pairing a neutral stimulus (known as the conditioned stimulus) such as brand name with unconditioned stimulus over time will cause consumers to associate the original unconditioned response with new stimulus. After repeated parings the conditioned stimulus alone will produced feelings which are the conditioned response.
US (celebrities) gives UR (warm feelings)
Pairing CS (Coke) with US (celebrities)
gives UR on CS
Does that make sense to people out there?
US (celebrities) gives UR (warm feelings)
Pairing CS (Coke) with US (celebrities)
gives UR on CS
Does that make sense to people out there?
not MJ
Actually, i just found out that MJ did not sing this song....
JoeyDiggs sang it and Prince produced it (i think)
hmmm..maybe i cant use MJ as my example anymore!?!?!
JoeyDiggs sang it and Prince produced it (i think)
hmmm..maybe i cant use MJ as my example anymore!?!?!
YouTube - Always Coca Cola Commercial ( MJ )
YouTube - Always Coca Cola Commercial ( MJ )
This is a combination of a MJ film clip and the Coke song.
I am aprtially using this for my blog 2 topic. I am pretty sure that MJ does sing the ad
Here is the actual Coke ad (not the MJ video clip)
http://www.youtube.com/watch?v=6rw-c5D7dOQ
This is a combination of a MJ film clip and the Coke song.
I am aprtially using this for my blog 2 topic. I am pretty sure that MJ does sing the ad
Here is the actual Coke ad (not the MJ video clip)
http://www.youtube.com/watch?v=6rw-c5D7dOQ
Monday, October 15, 2007
explanation
below is my rough draft of my second essay topic and a related figure that helps explain the elaboration likelihood model. For this i need to think of better Coke examples though!
Ive decided to use the elaboration likelihood model, social learning theory, and classical conditioning as three social psych principles that can be utilised in marketing advertising and branding!
Ive decided to use the elaboration likelihood model, social learning theory, and classical conditioning as three social psych principles that can be utilised in marketing advertising and branding!
Elaboration Likelihood Model
Figure 1. A model of consumer information processing. Source: Foxall & Goldsmith, 1994, p. 75.
Elaboration Likelihood Model
Exposure → Preattention → Focal Attention → Comprehension → Elaboration
↘ ↘ ↙
Peripheral Route Memory Containing: Central Route
- Beliefs
- Feelings
- Associations
- Schemata
- Scripts
Figure 1. A model of consumer information processing. Source: Foxall & Goldsmith, 1994, p. 75.
DRAFT Blog 2
It has been claimed that when you buy a can of Coca-Cola for $1, you are paying 10c for the product and 90c for the image (source unknown). How are social psychological principles applied in marketing, advertising and branding?
Coca-Cola's image has directed its focus on the emotions and feelings of individuals. Coca-Cola image has entwined its image within cultures and has become embedded with social values and attitudes throughout the world. It has established its image via a number of techniques and strategies that have fully overcome the cultures of the world within the advertisements of the Coca-Cola product. The elaboration likelihood model, social learning theory, and classical conditioning can all be used to explore and explain some of Coca-Cola's marketing, advertising, and branding techniques and successes.
The elaboration likelihood model was developed by Petty, Cacioppo, and Schumann in 1983 to "bring the concept of the motivational state described by enduring involvement to bear upon the question of the persuasiveness of advertising" (Foxall & Goldsmith, 1994). This theory combines the characteristics of the audience (consumers or potential consumers) such as high or low involvement with the characteristics of the message, i.e. the argument and the presentation.
The elaboration likelihood model posits that there are two routes to persuasion. These two routes can alter the belief structure of an individual based on the occurring cognitive processes at the time of persuasion. The first route, the central route, is a dynamic and conscious process that determines a persuasive argument's pro. Individuals make favourable and unfavourable opinions in response to the advocated position during the central route's cognitive process. Determination of whether the position holds any merit is reliable on the outcome of these favourable and unfavourable t processes.
The second route is the peripheral route, which is correlated with individual's inability to exercise careful and effortful analysis on all massages they encounter. There are countless messages in our environment and thus the central processing route cannot pay attention to them all. "There are many variables which affect the likelihood of thinking about the merits of a message and thus the route to persuasion" (Gresko, Kennedy, & Lesniak, 2003).
An individual's motivation to consider issue-relevant information is affected by such variables, as is the ability to complete cognitive processing. Some variables also affect an individual's direction of thinking, such as favourable or unfavourable, and some influence the amount of thinking that an individual performs.
The question asked by Petty et al. (1983) was how does advertising persuade people, given both the differences in their ability and motivation to process information which characterise mass media audiences? Consumers' message involvement seems to be a consequence of their enduring involvement, as those who display high enduring involvement in a product area are more likely to pay attention to a message (Foxall & Goldsmith, 1994). The message argument such as claims to brand superiority will be their point of focus, and if they are persuaded by the message it will be a function of how convincing they found the arguments, which places this process in the central route to persuasion. For example, those consumers who collect the merchandise and collectibles that the company has produced are individuals who have high long-term involvement with Coca-Cola. Note to self: NEED BETTER EXAMPLE
Conversely, a message will hold no intrinsic interest if the individual is less involved in the product category. Though an individual may not be interested in the message argument, some aspect of the ad may however "grab" their attention, and thus low levels of their information processing capacity will be focused. Here, the message can still be persuasive as individuals can use an heuristic such as buying the most familiar product, which is familiar due to having some attention placed on the applicable ad. This type of consumerism is the peripheral route to persuasion. EXAMPLE?
Social Learning, also known as observational learning or vicarious conditioning is "a type of learning in which people are more likely to imitate behaviours if they have seen others rewarded for performing them, and less likely to imitate behaviours if they have seen others punished for performing them" (Baumeister & Bushman, 2008). Social learning, with respect to marketing, advertising and branding, occurs when consumers imitate the behaviours of others. Consumers learn patterns of behaviour by studying other's behaviour and implementing it into their own lives. "A variety of consumer behaviours, such as shopping, interacting with sales clerks, brand selecting and consumption, can be modelled for consumers who pattern their future behaviour on the examples observed" (Foxall & Goldsmith, 1994, p. 73). Consumers are frequently influenced by marketers via advertising modelling how the company would like the consumers to behave with regard to their product.
Many Coca-Cola advertisements focus on the brand being associated with fun, partying, being with friends, and having a great time. In Coca-Cola television advertisements, Coca-Cola is the sparkling, bubbly, and refreshing drink that so many people have enjoyed. Its unique taste and cool refreshing drink is all that is needed to satisfy Australians on a hot summer's day. Thus, just about every party you attend will have Coca-cola to drink. In Australia, Coca-Cola has tapped into our large beach culture as identified in many of the brand's adverts. These types of advertisements model how Coca-Cola should be enjoyed: on the beach with friends, having a party etc. As a component of the brand's image, these advertisements associate a distinctive type of user Coca-Cola. This is usually carefully cultivated by the marketer because of the dual promises that it poses. Firstly, using the brand acts as a symbol of what kind of person you are. For example, if you drink Coca-Cola you must be cool, young, keen to have fun, and good looking. Secondly, if this is not you, then you can become more like the portrayed desirable consumer by using the brand (http://uk.youtube.com/watch?v=MPlKynCwb-0.http://uk.youtube.com/watch?v=bgBr7Sp7nLU). For example, if you drink Diet Coca-Cola you will be young, sexy, and drive expensive cars and dine at expensive restaurants (http://uk.youtube.com/watch?v=xRs4uMvk1bA). Conversely, it can be argued that Coca-Cola advertisement such as these have not imitated the Australian culture of partying and having fun, but rather, created it. Consumers have imitated the behaviours seen on television and thus when they want to have fun they go to the beach or have a party and they wear sexy clothes AND drink Coca-Cola.
Classical conditioning is proposed to aid the formation of attitudes. Using classical conditioning to their advantage, marketers and advertisers link products with desirable people, such as Sarah Jessica Parker with Garnier Nutrisse, or Lleyton Hewitt with Nike. The pairing of, or association with, a neutral stimulus, the conditioned stimulus (e.g. brand name) with an unconditioned stimulus can cause the consumer to feel the same feeling when they encounter the specific brand name only. For classical conditioning to be effective the association must be presented to the consumer frequently (e.g. regular advertising on television), and the conditioned stimulus must be presented prior to the unconditioned stimulus and very close in timing. Propositions have been made that music in advertisements in television act as unconditioned stimulus which elicits an unconditioned emotional response that is likely to result in the consumer purchasing that specific brand. Note to self: REFERENCE HERE
An example of a song used to elicit such an emotional response in a Coca-Cola advertisement is that sung by Michael Jackson "Always Coca-Cola". This song utilises classical condition on three levels. Level one is the use of a desirable person, Michael Jackson with the brand. Although not so favourable now, when the advertisements were running Michael Jackson was a prime spokesperson for Coca-cola: girls wanted to date him, boys wanted to dance like him. Level two is the song. The unconditioned stimulus being linked with the brand, will elicit an emotional response and thus condition the consumer to purchase Coca-Cola. For example, as a consumer spots Coca-Cola in the shopping isle she recalls the advertisement and the song she had heard, which in turn produces a positive emotional reaction to the brand-she picks up a bottle of Coca-Cola and places it in her trolley while singing "...whenever there is fun there's always Coca-cola...".
Level three is the literal, blatant association being made between fun and Coca-Cola as stated in the words of the song "...whenever there is school there will always be homework, whenever there's a beat there's always a drum, whenever there's fun there's always Coca-Cola...the stars will always shine, the birds will always sing, as long as there is thirst there's always the real thing...Coca-Cola is always the one, whenever there is fun there's always Coca-Cola". Here, the brand is linking Coca-Cola with fun; Coca-cola is synonymous with fun. It is implied that Coca-Cola goes hand in hand with fun, one does not occur without the other, such as a beat always occurring with a drum, or not being able to go to school without having homework as a result. http://uk.youtube.com/watch?v=9cthWOuSURM
Exposure → Preattention → Focal Attention → Comprehension → Elaboration
↘ ↘ ↙
Peripheral Route Memory Containing: Central Route
- Beliefs
- Feelings
- Associations
- Schemata
- Scripts
Figure 1. A model of consumer information processing. Source: Foxall & Goldsmith, 1994, p. 75.
Monday, October 1, 2007
Footy and Social Psych (GO THE CATS BY THE WAY-WHAT A TEAM!)
I thought that in light of the recent footballing events on the weekend i would do a quick search of the social psychology aspects of football, football teams and football fans.
This is an interesting link that explores the image of AFL teams
http://www.convictcreations.com/football/psychology.htm
This link talks about footballers image of masculinity and the influence it can have on the treatment of women
http://uninews.unimelb.edu.au/articleid_2819.html
This is an interesting link that explores the image of AFL teams
http://www.convictcreations.com/football/psychology.htm
This link talks about footballers image of masculinity and the influence it can have on the treatment of women
http://uninews.unimelb.edu.au/articleid_2819.html
Subscribe to:
Posts (Atom)
