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Advertising and Psychology

Why marketers advertise to consumers who can’t afford their product

jaguarsuperbowl

Advertising dollars are spent to reach potential consumers and inform them about a product, and perhaps the single largest American venue to do this is the Super Bowl. Companies that buy ad time during the Super Bowl have the potential to extend the reach of their ad if it makes a splash and gets talked about in the follow-up news cycle, so it’s no wonder so many companies are willing to pay top dollar for Super Bowl ads. However, it would seem this money would only be well spent if the Super Bowl audience included a large proportion of potential consumers for a given product; otherwise, how would such a massive expense pay off?

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Psych4Marketers: Emotions and Advertising

Psych4Marketers: Emotions and Advertising

In a previous blog post, I wrote about the impact of emotions on shopping behavior. More specifically, I discussed how an individual’s current emotional state can influence their perception of advertising and other marketing tools. However, emotions are not just something consumers bring to the table; advertisements themselves frequently elicit emotional responses, which the ad creators hope will increase the viewer’s desire to purchase whatever is being advertised. Indeed, there are several “go-to” methods -- appeals to certain emotions -- that are regularly employed. But as the field of consumer behavior advances, more is becoming revealed about the particular limits of these favorite methods. In this post I will unpack three of these methods, explain when and why they are potentially useful and discuss their ultimate limits.

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Psych4Marketers: 3 Techniques to Better Understand Consumer Behavior


Psych4Marketers: 3 Techniques to Better Understand Consumer Behavior

The realm of marketing is, at the most basic level, about figuring people out. Doing so certainly involves understanding and analyzing individual differences between consumers (a topic we have focused on before), but marketing and advertising has deep roots in capitalizing on some predictable facets of consumer behavior. Here, we will look at three of these “tried and true” techniques from the perspective of psychology to better understand the rationale behind them.

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