Consumer Psychology
The topic that my group researched was consumer psychology. The problem is that advertising is always changing and it's hard to determine what makes people purchase things. The other problem is that advertising effects everybody and it is everywhere that we turn. Advertising isn't just on television anymore. It is at the little league field, on the sides of busses, cabs, etc. The fact that it is everywhere is part of the problem, and the advertisers must put it in places where the target audience will be attracted to it the most. Companies use a very good strategy to attract the consumer and keep them interested and that is where the psychology part comes in. The hypothesis that we had for the psychology fair was that females are more susceptible to advertising than males are. To prove this, we set up three experiments to show our hypothesis. The first one was a logo test that asked the person taking it to identify the logos of different companies. The second test was a slogan test asking the same thing. The third test asked the person to identify the difference between the name brand outfit and the generic brand outfit. Our hypothesis didn't come out how we expected it to. These experiments were
When there are free samples, or buy one get one free deal you are more likely to purchase the product. The Abercrombie and Fitch catalog is filled with people who are half-naked, and in provocative positions. For example, we had a few car logos and technology logos. One way that companies advertise is by ad campaigns on television and in magazines. I also think that the slogan test was biased on the female side, it had more beauty product slogans then male oriented slogans. I liked that test because it was simple and easy to monitor. Even though there is huge controversies on the way that sex is used in advertising, it does not seem to be slowing down anytime soon. It is not something that people think about when they go to buy something, but if they did they would realize that they are buying things because of bright packaging, it's on sale, because of an ad they just saw, etc. Things can be digitally altered with computers to make it look more appealing. The hypothesis that females are more susceptible to advertising than males probably would have worked if we had made our surveys more complete. With new technology it is getting easier to alter the product. This year many companies spent over a million dollars to see their ad run once during the Superbowl. Depending on what customers they want to attract they use different methods. The way that companies advertise is not simple. Companies spend millions of dollars paying to advertise on prime time television spots.
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