Techniques based on reciprocation are also used in advertising. Reciprocity means if you do for me, I will do for you. The two types of reciprocation influence that advertisers may chose to use are the door-in-the-face and the that's-not-all techniques. Both of these techniques are dependant on the reliability of high moral standards because they depend on people taking care of each other.
The door-in-the-face technique is utilized by starting with a big request then retreating to a small request. This works because the person, upon hearing the large request, will generally say no. But the small request will seem more palatable and reasonable. The person hearing the request, or advertisement, will believe then they are doing the advertiser a favor by just complying with the smaller request. The advertiser then seems like a nice person because they have given the consumer a "deal", but in all actuality it may not be a deal at all. I believe this technique is used frequently during the holidays. http://www.dealigg.com/blackfriday-2008.php?store=21&ppage=1. Nowhere in these Walmart ads do they actually tell the consumer how much they are going to save if they were to shop on Black Friday, this begs the question of authenticity. What they do do is tell the customer if they come in on this day they will get there great deals
The thats-not-all technique is used when advertisers use a bonus to get the customer to buy something. Infomercials are a classic example of this technique. Such as, if you buy this now, we will double your order for free. The Tiddy Bear commercial does this at the end. Although the ad is comedic, at the end it says if a person orders now they will get a second bear for free.
Monday, September 27, 2010
Monday, September 13, 2010
Advertising Week 3
There are many techniques used in advertising. The foot-in-the-door, low-ball, bait-and switch, labeling and legitimization-of-paltry-favors are recognized as techniques based on commitment and consistency, according to psychology books. Commitment and consistency rely on a customer to make a commitment, then relies on the customer's consistency to make a purchase. Mentally, people do not like to be inconsistent.
The foot-in-the-door technique focuses on a small request to begin with then after the consumer says yes, it gets harder for them to say no to bigger requests. Cable companies use this technique all the time when they try to get a consumer to bundle or upgrade their service. They do it well. The company lures customers in with an introductory rate. Then, after a year, the price goes up. The customer is likely to stay with the company because it is easier than switching to the competition. The low-ball technique is used in the same manner as the foot-in-the door technique.
The bait-and-switch technique is used an advertisements to get a customer into the store. A customer sees something they want advertised; but, when they get to the store, the product is sold out. But, the advertisement worked anyway because the customer is in the store. Although this is frustrating as a consumer, the consumer may go ahead and purchase a like item because 1) they were already planning on spending the money, 2) they are at the store, 3) a like product is available, and 4) it would be inconsistent to stop when they are so close to what they wanted, even if it is different. This technique was used unethically by many carpet cleaning businesses, according to the following web page: http://mottscarpetcleaning.com/articles/bait_switch.html
The labeling technique and the legitimization-of-paltry favors techniques work by giving the customer a reputation or label to live up to. Non-profit companies are likely to use these types of techniques because the rely on the goodness of others to help them in many circumstances. The "every penny will help" is the perfect example of a paltry (small) favor. Labeling is used in ads any time a target is presented. Neosporin commercials are a perfect example of labeling "good" mothers.
The foot-in-the-door technique focuses on a small request to begin with then after the consumer says yes, it gets harder for them to say no to bigger requests. Cable companies use this technique all the time when they try to get a consumer to bundle or upgrade their service. They do it well. The company lures customers in with an introductory rate. Then, after a year, the price goes up. The customer is likely to stay with the company because it is easier than switching to the competition. The low-ball technique is used in the same manner as the foot-in-the door technique.
The bait-and-switch technique is used an advertisements to get a customer into the store. A customer sees something they want advertised; but, when they get to the store, the product is sold out. But, the advertisement worked anyway because the customer is in the store. Although this is frustrating as a consumer, the consumer may go ahead and purchase a like item because 1) they were already planning on spending the money, 2) they are at the store, 3) a like product is available, and 4) it would be inconsistent to stop when they are so close to what they wanted, even if it is different. This technique was used unethically by many carpet cleaning businesses, according to the following web page: http://mottscarpetcleaning.com/articles/bait_switch.html
The labeling technique and the legitimization-of-paltry favors techniques work by giving the customer a reputation or label to live up to. Non-profit companies are likely to use these types of techniques because the rely on the goodness of others to help them in many circumstances. The "every penny will help" is the perfect example of a paltry (small) favor. Labeling is used in ads any time a target is presented. Neosporin commercials are a perfect example of labeling "good" mothers.
Wednesday, September 8, 2010
Advertising Week 2
Informational influence is used in advertising. This type of influence happens when people are persuaded by what others are saying or doing. For example, Mazafer Sherif did an experiment in 1935. Participants in the experiment were asked to tell how far an object moved. When the participants were alone, their answers were more sporadic than when they were accompanied by others participants. Thus, people are influenced by what others say is correct because they believe a crowd knows more than they do. Unfortunately, this can cause pluralistic ignorance. Informational influence may be more dangerous, or effective, in advertising than normative influence because in normative influence a person is just going along with what is seen as trendy rather than believing the trend is what is good. Advertising uses informational influence by targeting specific audiences, relating to them and using experts to tell the audience what is good for them.
A good example of this type of influence is found in toothpaste commercials. Of course it can be assumed that people want good oral hygiene, but how do they choose what toothpaste to use. They may purchase what their parents purchased, or they may ask their dentist. Either way, they have been influenced in their purchase decision. In the Rembrandt commercial, the voice is authoritative. Generally, there is no threat of an being immoral or unethical when selling toothpaste, or any other hygiene product, but what about other doctor recommended products.
Pharmaceuticals, for one, have to have a disclaimer. For good reason. A person is likely to be persuaded to believe they have a mental impairment when given a list of vague symptoms. Horoscopes work on the same principle. You will be productive today. You should listen to others today. Do you feel tired? Do you feel overwhelmed? Do you have problems becoming motivated? If so, you may be depressed. Or, you may be overworked and underpaid like a bulk of society. It is dangerous and unethical to give people a list of symptoms and tell them to talk to their doctor. Doctors are not psychologists. Americans have a tendency to expect a prescription to help them solve personal problems. Life does not work that way, drugs are not the answer for everyone. I do recognize that there are people with mental ailments who do need help, but targeting the masses with this type of advertising is dangerous because it can cause dependencies on medications which may not have been necessary.
A good example of this type of influence is found in toothpaste commercials. Of course it can be assumed that people want good oral hygiene, but how do they choose what toothpaste to use. They may purchase what their parents purchased, or they may ask their dentist. Either way, they have been influenced in their purchase decision. In the Rembrandt commercial, the voice is authoritative. Generally, there is no threat of an being immoral or unethical when selling toothpaste, or any other hygiene product, but what about other doctor recommended products.
Pharmaceuticals, for one, have to have a disclaimer. For good reason. A person is likely to be persuaded to believe they have a mental impairment when given a list of vague symptoms. Horoscopes work on the same principle. You will be productive today. You should listen to others today. Do you feel tired? Do you feel overwhelmed? Do you have problems becoming motivated? If so, you may be depressed. Or, you may be overworked and underpaid like a bulk of society. It is dangerous and unethical to give people a list of symptoms and tell them to talk to their doctor. Doctors are not psychologists. Americans have a tendency to expect a prescription to help them solve personal problems. Life does not work that way, drugs are not the answer for everyone. I do recognize that there are people with mental ailments who do need help, but targeting the masses with this type of advertising is dangerous because it can cause dependencies on medications which may not have been necessary.
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