Psychology of Marketing & Advertising (Subject) / 2. How consumers acquire and process information from advertising (Lesson)

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• Comprehension Process of forming inferences pertaining to semantic meaning of a stimulus
• Truth effect tendency to initially accept info uncritically, even without understanding
• when distracted, people generate a high effort response false -> low effort response
• the high-effort response in comprehension is critical reappraisal of the message Ja
• Repetition does not eliminate the truth effect / wrong info because people misremember a message as true due to familiarity Ja
• Familiarity fosters the truth effect Ja
• High effort responses are not automatic Ja
• Message comprehension often results in inferences beyond given information Ja
• Sometimes ad topics lead to miscomprehension on purpose Ja
• Pragmatic inferences Simple assumptions about statements that are literally true but figuratively false
• Pragmatic inferences could be omit comparison information or juxtaposition Ja
• When doctors remanned something we talk about omit comparison information Ja
• Elaborative reasoning Process by which stimulus is actively related to previously stored knowledge to allow for inferences
• Elaborative reasoning is a full conscious and deliberative process Ja
• The self-schema has a powerful effect on information processing Ja
• Product info incongruent with a salient self-schema motivates us to process info False -> congruent
• Strong argument result in less persuasion when ads and self-schema match False -> in higher persuasion
• Weak arguments result in less persuasion when product ad and ad self-schema dismatches False -> when product ad and self-schema matches
• consumer meta-cognition people reflect on their own inner states and infer something from that process
• meta cognition deals with beliefs about ad strategies Ja
• Ease-of-retrieval heuristic Ease with which info can be retrieved from memory
• With incidental exposure to advertising (little higher-order brain activity) ad messages fail to have an impact False -> it doesn’t mean ad messages fail to have an impact 
• Information acquisition can also be automatic, non-conscious, fast and effortless without conscious intention Ja
• In Implicit memory exposure to stimulus affects behavior with awareness and recollection False -> Exposure to stimulus affects behavior without awareness or recollection 
• In Explicit memory there is a conscious recollection of facts or events Ja
• Feature analysis A quick analysis of the environment for familiarity and significance 
• The memory trace in feature analyses uses info about perceptual features and meaning False -> only info about perceptual features, not meaning 
• In feature analyses product choice is always affected False -> Product choice affected only if product matches ad 
• There is an Increasing evidence that preattentive processing can include conceptual processing Ja
• Semantic analysis deals with not only basic features of a product, but also abstract-level attributes (usage) Ja
• In Semantic analysis Ad and product must activate the same perceptual association False -> Ad and product must activate the same conceptual association – The same brand image even if packaging etc. differs 
• In semantic analyses ad and product must activate the same brand image when packaging etc differs False -> – The same brand image even if packaging etc. differs 
• Semantic analyses deals with ads with products either in isolation or in usage context Ja
• Product in isolation: – Feature analysis – Perceptual match between ad and product 
• Product in context: – Semantic analysis – Regardless of match between ad and product 
• Influence of ads on judgments was outside awareness (preattentive) Ja
• Brain hemispheres have evolved specialized processing units for specific types of information Ja
• The left hemisphere deals with holistic, impressionistic processing False -> Right Hemisphere: holistic, impressionistic processing 
• The left hemisphere is good for feature analysis Ja
• What we see on the right is processed by the left hemisphere – and vice versa Ja
• The matching activation hypothesis When one hemisphere is mobilized to process focal info, the other hemisphere is also mobilized to process nonfocal info 
• Greater activation of one hemisphere will be matched by an decrease of processing resources in the opposing hemisphere False -> Greater activation of one hemisphere will be matched by an increase of processing resources in the opposing hemisphere 
• Due to the matching activation hypothesis the stimulus is more likely to be unconsciously processed by unused (but mobilized) hemisphere Ja
• When put to the right of the picture or left of the slogan the brand name most likely to be consciously processed False -> When put to the right of the picture or left of the slogan the brand name most likely to be unconsciously processed
• Non-consious generation of emotions, especially negative emotions (fear, anxiety) are seen as urgency signals Ja
• Negative emotions Prompt for action to remove the threat (e.g. by buying a product) Ja
• In print media the rule is: • Place ad on left page, if competitor ad is textual • Place ad on right page, if competitor ad is pictorial Ja
• There is a moderating rule of hedonic fluency in preventive processing False -> There is a mediating role of hedonic fluency 
• Hedonic fluency Subjective ease with which a stimulus is perceived and processed and which is experienced as a mildly positive emotion 
• Hedonic fluency Subjective ease with which a stimulus is perceived and processed and which is experienced as a mildly positive emotion 

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