How persuasive messages can influence behavior without awareness

A persuasive message that favors one option in a binary choice can enhance the apparent value of its target by biasing the interpretation of subsequent information. The message installs its target as the initial leader in preference and lets the predecisional distortion of information defend that leadership position. An experiment that contrasts showing TV commercials before and after objective product information demonstrates this process. Ratings of the importance of the commercials to the choice indicate that people are aware of advertising's direct effect on their choice but not of its indirect effect through the biased evaluation of the product information.     

Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of sexual content on mainstream TV advertising in the two countries. This content appears in less than 5% of the advertisements. Most of it is mild and portrayed in the conservative context of an established relationship. Explicit material, socially discouraged practices, references to sexual responsibility and complete nudity are extremely rare. Israeli advertisements tend to present a higher share of sexual content than American ads, and male models are more likely to be partially nude than female models—but these differences are minor in extent.     

Cognitive and Emotional Processes in Individuals and Commercial Web sites

This research reports how banner ads are responded to in Web sites that emphasize either emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need for cognition and need for emotion on banner responsiveness in the two kinds of Web sites. Recall and attitude toward banners are consistently better when their context is an emotion-based Web site. Need for cognition, but not need for emotion moderates this effect. For ad recall, it is better to be lower in need for cognition in a cognitive Web site, but higher in need for cognition on an emotional Web site. For attitude toward the banner and purchase intention, however, it is better to be higher in need for cognition in a cognitive Web site, but lower in need for cognition on an emotional Web site. The results are discussed in terms of advertising context theory that has been developed in applications to the traditional media like print and broadcast, but here is shown to be applicable to the Web.     

Impacts of exposure to images of ideal bodies on male body dissatisfaction: a review

Research suggests that young men's body dissatisfaction increases when they see images of attractive muscular men. This article provides the first extensive review of experimental studies exposing men to advertisements or commercials featuring idealized male bodies. Impacts on body dissatisfaction were evaluated by calculating and analyzing effect sizes from 15 studies. The effect sizes indicate that exposure to images of idealized male bodies has a small but statistically significant negative impact on men's body dissatisfaction. Three studies suggest that young men who are dissatisfied with their bodies are at increased risk for negative self-evaluations when exposed to idealized images. Two studies suggest that men who are satisfied with their bodies may be protected against negative impacts from seeing such images.     

Humour in advertising: An associative processing model

This chapter reviews a research programme on the effects of humour in advertising on positive and negative brand associations and brand choice, and integrates the findings into a single overarching model. Based on the Associative and Propositional Processes Model of Evaluation (Gawronski & Bodenhausen, 2006, 2007, 2011), we propose that repeated pairings of a novel brand with brand-unrelated humour forms positive brand associations, which mediate spontaneous brand choice. This associative process was found to be independent from the level of distraction posed by humour and from awareness of the stimulus pairings. In fact the distraction posed by humour benefits persuasion by preventing negative brand associations. Previous marketing research, which mainly viewed humour as a cue in peripheral processing, was rather pessimistic about the persuasive impact of humour. In contrast, this research programme suggests that a repeated pairing of a brand with humour affects the brand’s underlying associative structure, which may lead to stable attitude changes that guide overt spontaneous brand choice. Theoretical and practical implications are discussed.     

Show me the product,show me the model: Effect of picture type on attitudes toward advertising

We suggest that a consideration of consumer self-evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self-enhancement and self-verification to propose that the specific self-esteem level of consumers, in the domain relevant for the category, differentially affects their responses to picture type. Specifically, for consumers with low (high) domain-specific self-esteem, depicting a product (person) in the advertisement enhances attitudes toward the advertisement more than depicting a person (product). In two studies, we demonstrate the proposed matching relationships using two different domains of consumer self-evaluation: appearance self-esteem and academic self-esteem. We also show that increased and more fluent generation of self-related mental imagery drives the observed improvement in attitudes toward the advertisement. Our findings suggest direct implications for advertising design.     

Judgment is not color blind: The impact of automatic color preference on product and advertising preferences

This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian-Americans and African-Americans, and find that automatic color preference predicts automatic product preference of white over black-colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in-group preference by African-Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.     

Consumer responses to parodic ads

We analyze parodic ads, which are humorous commercial messages that parody extant advertising. The effects of three dimensions are examined: mockery, perceived truth and playful humor. Consequences are considered for attitudes toward the parodic ad, its sponsor brand, the parodied advertising (which the parodic ad mimics) and the parodied advertising's sponsor brand. Results of three studies indicate that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. These results suggest caution in the use of parody as a messaging device.