Psychology of Marketing & Advertising (Subject) / Block 9 (Lesson)

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• “I intend to do X in situation Y” is the behavioral intention False -> is the Implementation intention
• ABehavioral intention could be “I intend to do X” Ja
• Implementation intentions hold less specific goals than behavioral intentions False -> Implementation intentions hold more specific goals than behavioral intentions
• it is important to Specifying time and context because context cues are highly accessibly and remind intention to act Ja
• When time and context because is specified like in implementation intention, context cues can be used Ja
• With behavioral intention people simply forget Ja
• in Implementation intention is a stronger association between context cues and response than in behavioral intention Ja
• There is a memory effect of implementation intentions Ja > Student Coupon Experiment
• Participants with implementation intention (plan steps to pick up coupon) recognized critical words easier and were more likely to collect coupon Ja
• approach goals Intention to perform actions in situations 
• Advertisement
• avoidance goals Suppress unwanted response and restist temptation
• In approach goals we Suppress unwanted response Ja
• How to form avoidance goals 1. identify situations where the risk of yielding to temptation is high  2. think of coping response that is likely to help resist  3. cognitively rehearse this situation 
• The success of implementation intentions might depend on: 1. Difficulty of the goal (low effort actions)2. Commitment to the goal (Communicating, Salience of goal violation) 
• implementation intentions might be easier for high effort actions False -> easier for low-effort actions
• Commitment can be 1. Communicating  2. Specifity - specific goals can help increase commitment due to the salience of goal violation  
• “I will quit smoking after Jan 1st” vs. “I will quit smoking in the near future” is an example of goal violation Ja
• The basis of Fishbein & Ajzen and strong arguments are the Dual process theories Ja
• Fishbein & Ajzen suggest a few techniques 1. Decide what we want to influence specifically with our commercial / ad, Awareness or purchase intention? 2. if the goal is to influence purchase intention: Assess what the main determinant of behavior is:  • Attitudes? • Subjective norms? • Or perceived behavioral control  3. Identify beliefs which determine target behavior : what is the real matter? offer(money), hassle(effort)?  
• if the goal is to influence awareness one should assess what the main determinant of behavior is: False -> if the goal is purchase intention
• We need to look on the mind-map to see what goal plays the greater roal (attitude, social norms, perceived behavioral control) Ja
• with a phone company switch usually is not a matter of money (offer), but rather a matter of hassle (effort) Ja
• Implementation intentions can be another implication are easy to be implemented in ads False -> Hard to be implemented in ads, but possible...  E.g., “If you like the taste, next time you’re in the store, make sure to grab some 
• implementation intention instruction can be to give situations, dates, times in which they would use sample Ja
• People in the implementation intentions condition were more likely to use the product and would use it in more situations Ja
• Free samples / opportunities to use a product might help form implementation intentions Ja
• Early studies on the attitude-behavior link found no strong relationship between the two. Ja
• Behavioral intentions are more specific goals than implementation intentions. False -> less specific
• One difference of the Theory of Planned Behavior in comparison with the Theory of Reasoned Action is the addition of perceived behavioral control. Ja

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