Question

What are two psychological effects that are used in ethical advertising and why do they work? What study were these psychological effects featured in?

Answer 1

The internet and related technologies are increasingly using tools to 'read our minds'. Computers of big online enterprises act as master psychologists. Google's Search Engine Optimisation (SEO), Amazon's computers suggesting items as per previous orders and other preferences are just a few examples. The following are two ethical advertising principles that use psychological effects to influence the consumer behavior.

1. Arousing Emotion: Advertising agencies try to present a problem and an effective solution (depending on the product) which is aimed at eliciting an emotional response. This has neurobiological implications, by imprinting on memory and solidifying intent to own said products.

2. Attracting Attention: The advertisement is generally produced in a manner that will attract the attention of the viewer. Several strategies ranging from attractive physical attributes like music, colors, background information, the voice of the narrator, innovative animations, use of celebrities to more subtle cues like sex symbols, emotional connotations, actor attributes and others. Grabbing attention, especially at the beginning of the advertisement is crucial if one wants to sell their product. In Psychological terms, Attention refers to the selective mental and physical concentration applied to certain stimuli, while ignoring irrelevant distractors. So advertisements must be differentiated in order to be effective