Last week

1. Self-persuasion
2. Promised land
3. Attractiveness
4. Decoy
    

This week

1. Mere exposure
2. Anthropomorphism
3. Loss or gain
4. God terms    

Topics

What to learn?

• Information from the slides
• Discussed topics from the book "Hidden Persuasion"
  • See Blackboard for PDF.
• Dutch translation of key topics available on Blackboard

Mere Exposure

The more we see it, the more we like it

• What do you think about Coca Cola?
  • Write down 3 associations with this brand.

How it works

• Neutral or positive things are perceived as more positive when repeated.
• Caused by increased feeling of familiarity
  • Valid for all visual stimuli (products and people)
• Flood exposure
• Works even if there is no existing connection

Definition

Note

• The first 10-20 exposures are most important
  • Each additional exposure has a reduced impact
     
• Exposures should be brief
  • With sufficient delay
  • To prevent overexposure

Product Placement

I'm moving to Johannesburg!

Let's try!

You need a pen + paper

REMEMBER

Which face correspondents with which name

RECALL
 

Write down the name of each character 

How many correct?

Draw your preferred characters

How many of these do you prefer?

Anthropomorphism

When a brand or product is seen as human-like,
people will like it more and feel closer to it.

What do you see?

 

• Scenario
• Characters
• Emotions

Definition

The tendency to describe and visualise animals or non-living things using human characteristics.

Humans try to explain many events with Anthropo-morphism (forces of nature, behaviour of animals) by ascribing thoughts, needs, or intentionality to these events as if they were human.

 

Kids

We use it when we're little: stuffed animal, pets.

 

Feeling pity for Nemo

History

We keep using it.

 

Our brain continues to try to see things as human-like.

 

It makes us bond with objects. It makes it see more like us!

Growing old

Futuristic Anthropomorphism?

When did you use it
in your work?

Should the glass be half full or half empty? Fearing loss increases risk-taking: expecting gains increases safety behaviour

Loss vs Gain Framing

"Healthy lifestyles" campaigns are often framed negative.

 

The effect is dependent on conscious processing of the image.

 

Everything else being equal: People opt for certainty.

Certainty effect

the certainty effect happens when people overweight outcomes that are considered certain relative to outcomes that are merely possible

- Li & Chapman (2009)

A

The FIRST Gamble is 61% chance of winning 65.000 Euros and 39% chance of winning 0.
 

B

The SECOND Gamble is 63% chance of winning 60.000 Euros and 37% chance of winning 0.

A

The FIRST Gamble is 98% chance of winning 65.000 Euros and 2% chance of winning 0.

B

The SECOND Gamble is 100% chance of winning 60.000 Euros and 0% chance of winning 0.

A

The FIRST Gamble is 61% chance of winning 65.000 Euros and 39% chance of winning 0.
 

B

The SECOND Gamble is 63% chance of winning 60.000 Euros and 37% chance of winning 0.

A

The FIRST Gamble is 98% chance of winning 65.000 Euros and 2% chance of winning 0.

B

The SECOND Gamble is 100% chance of winning 60.000 Euros and 0% chance of winning 0.

Certainty effect

People are drawn to certainty, giving higher preference to options that have high levels of certainty.

 

 

Often leads to risk/loss aversion

Loss aversion

Loss aversion

People are 2x more sensitive for feelings of los, than to feelings of gain.

 

Once in a loss situation, we do everything to avoid it.

 

A loss or gain frame needs to be followed up by a clear "how-to" to move someone to act.

God terms

Some words are to intrinsically good,
it is hard to say 'no' to them

Terms people value

Equality

Freedom

Justice

Love

Wonderful

Happiness

Progress

Democracy

Terms people avoid association with

Terrorist

Inequality

Deterioration

Rivalry

Hypocrite

Sadness

Weakness

Incompetent

 

Let's try!

Note all God terms

(words with positive meaning)
in the speech by MLK.

God Terms Examples

Many words have inherent positive or negative connotations.

 

They refer to desires,

needs, and fears.

Remarks

God terms & Devil terms play into our needs. Using these words triggers the respective needs in the target.

 

When God terms are popular for a while, the powers of their use deteriorates
(they can even turn into Devil terms!)