Psychology of Marketing & Advertising (Subject) / Block 10 (Lesson)

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• Automatic processes occur without intention,effort or awareness Ja
• Automatic processes interfere with other cognitive processes False -> so not interfere with other cognitive processes 
• Attitudes, norms, and even goals can be primed by the environment, and can influence our behavior (without our awareness) Ja
• Automatic processes are Difficult to explain in context of Theory of Planned Behavior as There’s no planning! Ja
• Explicit attitudes are Automatic evaluative responses False -> Implicit attitudes 
• Cognitively controlled processes are explicit attitudes: Ja
• implicit & explicit attitudes are always the same False -> Sometimes, implicit & explicit attitudes diverge – E.g., prejudice, self-regulation 
• With Low motivation or ability to exert control explicit attitudes predict behavior better than implicit ones False -> with low motivation or ability to exert control implicit attitudes predict behavior better than explicit ones 
• When Dieter is attracted to chocolate (implicit), but reject it after deliberation due to its calories (explicit). when motivational or cognitive resources are high, he might buy chocolate False -> when motivational or cognitive resources are low, he might buy chocolate
• There is a moderating role of cognitive resources (if Ability to control is impaired or not impaired by a cognitively loaded task) on behavior prediction Ja
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• Under low cognitive load the implicit attitude predicted choice better than explicit attitude False -> under high cognitive load (=little cognitive resources)
• Under low cognitive load the explicit attitude predicted choice better than implicit attitude Ja
• With high cognitive resources the explicit attitude predicted choice better than implicit attitude Ja
• Or implicit attitude is that generic are as good as branded False -> Explicit attitude: generic as good as branded 
• When explicit and implicit attitudes diverge it depends on time pressure and cognitive resources Ja
• 90% chose according to their explicit attitude under high time pressure False -> low time pressure
• Under high time pressure people choose according to explicit attitude False -> Under high time pressure people choose according to implicit attitude 
• Under low time pressure people choose according to implicit attitude False -> Under low time pressure: choose according to explicit attitude 
• Due to the role of cognitive resources Tempting goods products are usually placed on Locations where consumers have little time or cognitive resources to control choice Ja
• Private label products are usually placed on Locations where consumers have little time or cognitive resources to control choice False -> they are usually placed on Locations where consumers have enough time or cognitive resources to choose 
• Due to the Reasoned action & planned behavior theories Intention should modarate influence of subjective norms on behavior False -> mediate
• In Advance of the Theory of Reasoned Action and Planned Behavior, Social norms might also guide behavior automatically Ja
• Norms are knowledge-based evaluations shaped by social influence and triggered by situational cues False -> knowledge-based beliefs shaped by social influence and triggered by situational cues 
• Due to Automatic influence on social norms, the subjective norm skips behavioral intention to behavior Ja
• Norms are triggered by cognitive cues False -> Norms are triggered by situational cues
• In Lexical decision task (some words relevant to norm, e.g., silent, quiet, whisper) the measurement is based on the response time Ja
• The Behavioral relevance can be manipulated if one is expected to visit the place afterwards or not Ja
• Ps who saw library photos and did not expect to visit library responded faster to norm- relevant words False -> Ps who saw library photos and expected to visit library responded faster to norm- relevant words
• In follow-up studies on norm activation When Ps asked to read words, voice volume was measured. With Library photos and expectation to visit: reduced voice volume Ja
• When primed with restaurant (vs. railway station) picture, participants were more likely to clean crumbs while eating a biscuit Ja
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• Implication for marketing due to automatic influence of social norms on behavior can be for example Christmas music in stores to Get you in “Christmas mood” False -> But also, reminds you to buy gifts (norm activation) 
• Free samples at fancy stores trigger reciprocity norm Ja
• Goals are Actions or outcomes towards which individuals hold positive attitudes Ja
• Goals motivate behavior if 1. there is a discrepancy between actual state and desired state 2. the goal seems attainable     
• Goals can be activated unconsciously without the individual having formed a conscious intention because Goals pre-exist in actor’s mind (knowledge structure) Ja
• Goals pre-exist in actor’s knowledge structure Ja

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