Playing With Minds : Episode 1 Psychology Behind Advertisement

Advertisement’s Are Not Just To Take Your Hard-Earned Money But It Is Also To Provide Prospective Consumer To Businesses And Vice-Versa Without It We Wouldn’t Know Where To Look For Particular Product.  Modern Day Technology Has Hew Down The Distance Between Businesses And Consumers. Today Our Dilemma Is Not That Where To Look For Particular Product But It’s About Which One To Choose From The Options Available In The Market. This Is Where Advertisement Comes To An Existence Because In Such A Cut-Throat Competitive Market Where A Edge Over Other Businesses Will Make Consumers Choose Your Product And Using Psychology Into Advertisement Campaigns Has Historically As Well As In Future Will Enhance This Compaigns.

Psychology Plays An Important Role In Design And Success Of Advertisement Campaign. Some Basic Psychology Principles Can Be Used To Influence And Manipulate Consumer Mindset To Generate Emotions And Ultimately Making Consumer Buy Your Product. Today In This Episode Of Playing With Minds We Gone Discuss On Two Such Simple Psychology Principles Used To Influence Customer Descion

1. Mere-Exposure Effect

Mere-Exposure Effect Or Familiarity Principle Can Be Define In Psychology When You Are Fond Of Certain Thing Just Because You Are Familiar Or Known To That.

Just As You Can Remember I Phone By Looking At This Half Eaten Apple Logo Above This

When You Hear A Song For The First Time Aversion Is A General Feeling That You Have But As Soon As You Hear That Song Again And Again You Begin To Like It. Mere-Exposure Can Be Used To Manipulate Your Opinion, Feelings For Brands, Item, Song And Pretty Much Anything You Might Run Into Frequently. This Effect Work To Make Us Fond Of A Thing Without Having Substantive Reason Of Liking It.

Most Of The Big Brands Uses This Effect To Gain Consumer Trust. Brands Focus The Spotlight On Their Logo Or Brand Name Rather  Than Specifications Of The Products. Repetitive Exposure Is Given To Build A Friendly And Trustful Image Of The Brand Because They Know That This Will Not Lead Customer Immediately Buying The Company Product But  It Will Impact The Choice Of Customer When  He Is Comparing That Particular Product With Other.

Are You Feeling Hungry? Which one of the above burger would you choose and why? Write down your answers in the comments section below

Mere-Exposure Effect Substantially Impacts Descion Making. Many Of Our Descion Are Just Taken In The Favour Of Someone Or Something Only Because We Are Familiar With That Particular Thing Despite Not Having Much Evidences And Facts Backing That Descion.

However, Mere-Exposure Effect Is Not Just To Show Advertisement Every Time A person Switch On The Tv But The Number Of Repetition Are Also Important Because Too Much Exposure In A Short Time May Lead To Ambivalence Among Customers Just Like Listening A Song Many Times In A Single Day Makes You Hate That Song.

It’s Experiment Time

While The Mere-Exposure Effect Is A Powerful Tool And Get Even More If Administered In Subliminal. This Means That When The Whole Process Take Place At Subconcious Level. An Experiment Was Conducted With A Group Of Strange People’s  In Which All These People Were Shown Some Not Known Faces Within Flashing Time Of Milliseconds Than They Were Asked To Prefer A Face From The Set Of Two (Which Included One From Faces Shown First And Other Was Rational Faces Which They Have Not Seen) And Not Surprisingly Most Of People Choosed The Person’s Face Which Flashed Just Some Time Before.

Why This Happen?

Evolutionally Human Behaviour Is Designed To Take Care When They Are With New Things Because New Things Comes With New Risk So We Prefer Things  That We Are Already Aware Off.

It Is Easy To Understand And Interpret Things Which Are Known To Us. This Is Called As Perpetual Fluency. For e.g When We Watch Complex Movies For Second Or Third Time. It Is Easy To Understand That Because You Are Already Aware About Plot And Story Of The Movie.

As We Are Already Familiar With The Thing Brain Needs Lesser Time To Process It And Brain Takes Shortcut Descion As Making New Descion Will Take More Time.

2. Classic Conditioning

Classic Conditioning Is Used To Coax Consumer With The Associated Feeling With Product Created Via Advertisement. In This Case The Advertisement Act As Conditioned Stimulus, That Will Produced Conditioned Response. In Classic Conditioning Advertiser Tries To Associate A Particular Feeling In The Mind Of The Customer Whenever They Remember The Feeling That Product Also Comes Into Their Mind. Just As Your Mouth Starts Salvating As You See The Ads Of Delicious Foods Because Advertiser Want You To Feel Hungry So You Go Out Of Your House Just To Buy Something To Eat And Chances Are That You Have Good Feelings Attached To That Product You Might Pick Up That Product Over Others.

Use Of Music Play An A Key Role In Classic Conditioning. Music And Effects Are Used To Make You Feel That Advertisers Wants You To Feel For The Product.

Some Of The Toothpaste Ads You Might See On Your TV Have Energetic Music And Dance Moves Because Advertiser Wants To Make You Feel That Once You Use This Product You Will Have The Same Feeling.

Sometimes Jingles Or Classic Music Tunes Are Recreated In The Advertisement Just To Associated That Tune With Product And So Whenever You Would Hear That Song Or Tune You Would Remember The Product Too.

Prime Example Is Seen When A Person Is Shown Having Good Time While Using The Product.This Is Just To Create A Sense Of Feeling In The Minds Of The Consumer That They Will Have The Same Experience.

It’s Experiment Time

Little Albert Experiment

This Is An Eminent Experiment Conducted On A 9 Months Baby Who Had Shown No Signs Of Fear When He Was First Exposed To Animals Like Rabbit, Rodent And Monkeys. Afterwards A Steel Bar Was Hammered And The Loud Sound When Entered Into Eardrums Of Albert He Started Crying. When Albert Was 11 Months Old His Conditioning Started, Researchers Would Place An Animal In Front Of Albert And Simultaneously On The Other Side They Hammered The Steel Bar. Same Trial Was Repeated Several Times And Over The Course Of 7 Weeks. It Was Seen That As The Hammer Would Smash The Steel Bar Albert Would Start Crying. After Few More Trials Albert Started Crying After Just Seeing Animal. Feeling Of Fear Had Associated In The Mind Of Albert In Relation To Animals. Albert Used To Start Screaming Even After Just Having A Look At Animals Even Though Initially Loud Noise Scared Him In The Beginning.