PSY220H5 Lecture Notes - Lecture 5: Ingratiation, Social Proof, Influence Of Mass Media
Document Summary
In study after study, most people agree that the mass media influences attitudes. They say it"s other people"s attitudes who"re influenced, not their own (duck et al. Processing is elaborate, requires high effort, and can"t agree or counter-argue. Persuasion through cogent arguments that evoke enduring agreement. Processing uses peripheral cues, low effort, rule of thumb heuristics. Persuasion through cues triggering liking and acceptance but often only temporarily. 62% of all shoppers at a discount store buy at least one unplanned item. Half of all supermarket buys are impulse items. Brand name pharmaceuticals vastly outsell the unadvertised brands (aspirin) No name products are brand name products sold with a different label much cheaper but purchased much less. Ads using animals, babies, or sex appeal work best. Merchandise at the end of a supermarket aisle or near the checkouts sells better. Bundle pricing (2 for vs. $. 50 for 1) increases the sense of value.
