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Selling ideas, attitudes, and behaviors.
1Department of Psychology, Iowa State University, Ames, Iowa 50011-3180, USA. dgentile@iastate.edu
Journal of Agromedicine
|April 22, 2010
Summary
Advertisers use psychological tactics, often unnoticed, to influence purchasing behaviors and attitudes. Understanding these persuasive techniques allows for their application in social marketing to promote societal well-being.
Area of Science:
- Psychology
- Marketing
- Social Science
Background:
- Advertisers skillfully alter consumer attitudes and purchasing behaviors, often without conscious recognition.
- Advertising employs psychological principles to influence individuals outside of their conscious awareness.
Framework:
- The talk explored psychological "tricks" in advertising, focusing on emotional appeals and cognitive biases.
- Persuasion techniques leverage inherent biases in human problem-solving to drive behavioral change.
Implementation:
- These psychological strategies can be repurposed for social marketing initiatives.
- Social marketing aims to utilize persuasive techniques for promoting social well-being, not just commercial gain.
Implications:
- Understanding advertising psychology empowers positive societal change through strategic application.
- Knowledge of advertising's psychological underpinnings facilitates the development of effective social marketing campaigns.
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