PSYC 3346 Lecture Notes - Lecture 13: Social Influence, Classical Conditioning, Tim Hortons
14 Dec 2018
School
Department
Course
Professor
Document Summary
Psyc 3346 lecture 13 notes social influence at work: advertising. How does it work: mere exposure effect, produces positive image and attitude, central vs. peripheral route, depends on the product"s quality, classical conditioning, uses the peripheral route, creates an affectively-based attitude. Humour appeals: this works for several reasons, grabs your attention. Increases liking of the persuader: humour can be distracting (which is good for products that are best sold using the peripheral route, this can depend on the relatedness of the arguments. Patriotism: examples that use this is tim horton"s, canadian tire, and molson canadian. Sex sells: products that use sex appeal include perfumes, cars, clothing, and carls jr, works off the principle of classical conditioning. Warmth appeals: 1 in 5 primetime commercials include warmth (aaker & stayman, 1990, works off the principle of classical conditioning, contrast effect. It is especially effective when next to non-warmth ads.
