Consumer Psychology - Advertising

Elaboration likelihood model is one theory that looks at the role of persuasive techniques in advertising. This proposed two routes; the central and peripheral.

• McCarthy

• Lautherborn

• Aunty and Lewis

• Petty and Cacioppo

In Elaboration Likelihood Model; what route is it that deals with generally strong and long lasting changes?

• Central Route

• Peripheral Route

In Marketing Mix Model by McCarthy he introduced 4P's as a marketing tool used by advertisers. 4P's are as follows; Product, Price , Place _____

• Position

• Promotion

• Participants

One of the main criticisms of 4P's model is that it fails to understand the role of the consumer in advertising and subsequent product purchases therefore ________, proposed 4C's

• Auty and Lewis

• Petty and Cacciopo

• Lauterborn

• McCarthy

_________ is defined as where a branded product is given a prominent position within a scene in TV or film.

• Attention and Shelf Position

• Product Placement

• USP ( Unique Selling Point )

Auty and Lewis study aims to investigate the effect of product placement on the children's subsequent choices (Considering Age). Which age group is cued processors?

• 11-12 years old

• 6-7 years old

• 8-9 years old

A short clip from the film Home Alone showing the family around the table eating pizza and drinking milk and Pepsi. Pepsi is also mentioned by name in the dialogue. This clip is used in which group?

• Controlled Group

• Experimental Group

After watching the film clip (in groups) children were questioned individually. Before asking any questions the researcher asked the child if they would like to help themselves to a drink from the table where two small cans of Pepsi and two small cans of Coca-Cola were set up. The researcher looked away while the child made his or her choice. This is called an _________

• explicit preference test

• implicit preference test.

In the experimental group, the children’s choice of drink was recorded while the child was being asked to describe as much as they could remember about the film. If they did not mention the Pepsi specifically they were given a series of ________ 􏰀

• clues

• pictures

• prompts

• questions

Results showed that the product placement had an effect. Children in the experimental group were more likely to choose Pepsi (a ratio of ______) compared with the control group (a ratio of 42 : 58). The market share in the UK is 75 : 25 in favour of Coke.

• 62 : 38

• 52.38

• 72.38