Psychology in advertising
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A lot of psychological principles can be traced back to award-winning advertising campaigns. So as a MSc in Economic & Consumer Psychology (also referred to as Behavioral Economy) I'd like to share what I found. This is a presentation I gave during my last internship at an advertising agency. Some slides only contain a picture which I explained during the presentation. I will add the context of these slides as well.
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Psychology in advertising
- 1. PSYCHOLOGY IN ADVERTISING & ECONOMICS PATRICK OBERSTADT
- 2. FORWORD THE STANDARD ECONOMIC MODEL IS THAT EVERYBODY IS RATIONAL, SELF-INTERESTED, CALCULATING; HOWEVER IT SEEMS THAT HUMANS ARE NOT THE RATIONAL, OBJECTIVE DECISION MAKERS THEY ONCE WERE BELIEVED TO BE..
- 3. FORWORD
- 6. DANIEL KAHNEMAN COGNITIVE BIAS / HEURISTICS ANCHORING FRAMING
- 7. A SYSTEMATIC PATTERN OF DEVIATION FROM RATIONALITY IN JUDGMENT COGNITIVE BIAS SHORTCUTS IN THE BRAIN TO MAKE DECISIONS EASIER HEURISTICS
- 9. HUMAN TENDENCY TO RELY TOO MUCH ON THE FIRST PIECE OF INFORMATION OFFERED ANCHORING
- 10. ANCHORING
- 11. ANCHORING
- 12. ANCHORING 67 50
- 13. PEOPLE REACT TO A PARTICULAR CHOICE IN DIFFERENT WAYS DEPENDING ON HOW IT IS PRESENTED FRAMING
- 14. FRAMING 600 people are in need of treatment
- 15. FRAMING 72%
- 16. FRAMING 72% 22%
- 17. FRAMING
- 18. FRAMING
- 19. FRAMING
- 20. ROBERT CIALDINI PHD PSYCHOLOGY & BEST SELLING BOOK IN MARKETING
- 22. PEOPLE USE OTHERS AS A GUIDE ON HOW TO BEHAVE IN A SITUATION SOCIAL PROOF
- 23. SOCIAL PROOF
- 24. SOCIAL PROOF
- 25. SOCIAL PROOF
- 26. SOCIAL PROOF
- 27. SOCIAL PROOF ‘The sign that showed the negative social proof, tripled the amount of thefts’
- 28. SOCIAL PROOF “Only a tiny portion of our readers give” That's the equivalent of saying giving to us is a deviant behavior
- 29. PEOPLE TEND TO OBEY AUTHORITY FIGURES AUTHORITY
- 30. AUTHORITY
- 31. AUTHORITY
- 32. AUTHORITY
- 33. AUTHORITY
- 34. AUTHORITY
- 35. ONCE PEOPLE COMMIT, THEY WANT TO HONOR THAT COMMITMENT COMMITMENT & CONSISTENCY
- 41. THE HARDER TO ACQUIRE, THE MORE WE DESIRE SCARCITY
- 42. SCARCITY
- 43. SCARCITY
- 44. SCARCITY
- 45. SCARCITY
- 46. SCARCITY
- 48. BEHAVIORAL ECONOMICS DECOY EFFECT NUDGING CHOICE OVERLOAD EASE ARGUMENT OF GENERATION
- 49. CONSUMERS HAVING A SPECIFIC CHANGE OF PREFERENCE BECAUSE OF A THIRD OPTION BEING ADDED DECOY EFFECT
- 50. DECOY EFFECT
- 51. DECOY EFFECT
- 52. DECOY EFFECT
- 53. DECOY EFFECT
- 54. DECOY EFFECT
- 55. POSITIVE REINFORCEMENT AND INDIRECT SUGGESTIONS TO TRY TO ACHIEVE NON- FORCED COMPLIANCE NUDGING
- 56. NUDGING
- 57. NUDGING
- 58. NUDGING
- 59. NUDGING
- 60. NUDGING
- 61. TOO MUCH CHOICE CAN DEMOTIVATE AND PARALYZE CHOICE OVERLOAD
- 62. CHOICE OVERLOAD
- 63. CHOICE OVERLOAD
- 64. CHOICE OVERLOAD
- 65. CHOICE OVERLOAD 3% bought jam30% bought jam
- 66. CHOICE OVERLOAD 3% bought jam30% bought jam
- 67. CHOICE OVERLOAD 3% bought jam30% bought jam
- 68. ASKING SOMEONE TO NAME BAD THINGS ABOUT YOU CAN BE BENEFICIAL EASE OF ARGUMENT GENERATION
- 69. EASE OF ARGUMENT GENERATION
- 70. EASE OF ARGUMENT GENERATION
- 71. EASE OF ARGUMENT GENERATION
- 72. RECAP Being aware of the psychological biases and heuristics will help you make use of them. When thinking of effective strategies and methods to persuade your audience, keep things as framing, social proof, overchoice and nudges in mind. Not only for copy in print, but for also activation campaigns and even negotiations with clients a combination of these theories can make your plan more effective
- 73. THANK YOU!