Persuasion in advertising

BLOG POST #6  

TITLE: SYNTHESIZING RESEARCH  ON _Central and peripheral route to persuasion and how it affects advertising.

The economic principle I researched was people generally respond to incentives in predictable ways.

Advertising is not cookie cutter, advertisement have to alter to different personalities to convince people to buy their product and the extent to which central vs. peripheral ad strategies will work depend on several factors. Behavioral econ studies have shown that there is person level variability in spending and saving behaviors. This could be related to genetics. Everyone has a different way they process things. Depending on age, gender and personality. There are significant spending differences between extroverts and introverts.  

In addition to the basic demographic differences-age, gender, race, socioeconomic status. Advertisers must also pay close attention to how they can adapt their persuasive messages to personality traits of their target audiences . This can be highly effective way of increasing a messages impact and highlights potential value of personality based advertising strategies. Like for example companies will want to appeal to am more impulsive buyer which is more likely an extroverted personality. For an introverted personality they will need to convince them using the central route to persuasion, because they are less likely to buy things on an impulse.

The future of advertising given what we know of central and peripheral route messaging will evolve over time. Digital marketing budgets are expected to overtake T.V. ads spending. So now there will be more interactivity between ads online and the consumers. With the rise of ad blockers advertisers will need to continue to figure out ways to capture and hold consumers attention with persuasion.

Overall Look on Healthcare

The economic principle I researched was “Institutions are the “rules of the game” that influence choices”.

    I researched how the United States Healthcare system compares to others and how much was spent compared to other countries. I also researched what President Trump is currently doing to reform and change Healthcare. I also researched a more in depth look at American Healthcare versus other first world Healthcare system and how America still falls short against almost all countries. My topic research shows that there really is a problem its the American Healthcare system and the needs to be change. Not enough people are being covered and the ones that are being covered aren't getting enough.

How to Make Decisions

https://defehttps://defendernetwork.comndernetwork.com

SYNTHESIZING RESEARCH ON What affects our decisions making process? The economic principle I researched was people generally respond to incentives in predictable ways & institutions are the “rules of the game” that influence choices

 Throughout my research on what affects our decision making process I found that there are many different things in our daily lives that alter how we come to a final decision. I found that the people you surround yourself with can greatly influence your decisions and how you act. If your peers and colleagues are an important part of your everyday lives they affect what your final decisions can become without you knowing.

 Also through my research I found that social media has taken the biggest part in the decision making process. There is a new invention called the cookie which is where through all your social media and what you search online a profile is made in order to catch your attention though your apps. So an example would be I was looking on websites for a graduation dress, didn't end up purchasing, but an hour later I was scrolling through instagram and an ad for the same dress I was interested in was featured on my feed. This new invention has been very successful in businesses marketing their products and getting their final goal of gaining customers through social media.

 Overall I have come to realize that when making decisions it's not about you and what you want it's about all of your surroundings that influence you in the final process.

Synthesis Post Alternative Energy

                   Synthesis Alternative Energy

I researched two main economic principles which are people generally respond to incentives in predictable ways and because of scarcity, people choose and all choices come with opportunity costs.In my first and second article, I did research on incentives that are made to attract buyers to renewable energy(Article #1 & Article #2). Government provides much funding in order for companies to switch to renewable energy dependency. Since renewable energy is very expensive to install, the government intervenes and provides monetary awards to those who desire to make use green energy.

   In my third article, I researched the United Nations decided to globally fund alternative energy development all around. In addition, Bill Gates is funding billions of dollars to spread clean energy awareness and research to develop more alternative energy. Private and public sectors are cooperating globally in order to further provide alternative energy around the world (Article #3).  In my fourth article, I researched many reasons why fossil fuels are still more common than alternative energy.  One of the main reasons were that fossil fuels have the capacity of large amounts of energy to be stored in small containers in comparison to alternative energy. In addition, the price of converting to green energy is still expensive, and most people do not want to make the change.

Closing the Gap

www.themediabriefing.com/

Synthesizing research on the relationship between job opportunities and gender norms.

The Economic principle I’m exploring is “Institutions are rules of the game that influence choices”. My overall research question to help me explore the principle is - How do gender norms affect job opportunities/choices?

To begin, according to the article published on Monda.eu titled “Gender Roles, Norms, and Stereotypes”, a gender norm is defined as a consistent pattern of what individuals do based on the gender they identify themselves as. As for gender roles, that can be defined as “a set of expectations associated with the perception of masculinity and femininity”. These terms are very similar because they deal with personal opinions shaped by a community. Both gender norms and gender roles limit the opportunities of my men and women, especially in the job industry. In the past, women have been given the role of staying at home to clean and help with the children. This limited their opportunities because many people, mainly men, believed that they were unable to hold high office positions. Although this idea is mainly behind us, women are still ostracized in the workforce because of the current “norms”.

Second, the article published in AAUW titled “ The Simple Truth about Pay Gap ” shows the difference in pay between men and women. It states that women are usually paid “80 percent of what men were paid”. This means there is a 20% gap between men and women salaries on average. In Illinois, women earn “79.3 cents for every dollar a man makes” which is a 20.7% gap.

Finally, as a result of time, it is statistically shown that the line between masculine jobs and feminine jobs is becoming blurred. Chad Brooks, author of “Gender Roles? Traditional ‘Gendered’ Jobs are Being Flipped” , claims that “23% of jobs traditionally held by men are now held by female workers” and “27% of female dominated occupations… are held by male workers”. These statistics show that adults going into the workforce are ignoring the gender association of each job. Changing role can take time, but it is heading in the right direction.

SYNTHESIZING RESEARCH ON Gender Targeted Advertising

http://mediagenderbender.blogspot.com

The economic principles I used during my research where “People generally respond to incentives in predictable ways” and “Institutions are the ‘rule of the game’ that influence choices”. The research I did was to answer the question of how companies incentivise men and women differently through advertising.

The first thing I came upon during my research that also popped up in other articles I read where “Men will look at the primary message – ‘Buy this’ or ‘Shop here,’ for example – and respond. Women tend to evaluate the primary message but will then look for other clues: “If I buy this or shop here, I will be trendy,” for example”. This shows how men are stimulated mainly by the idea of a picture while women tend to look into what they are buying and do their research. I also found that while men are stimulated by an image, women are more stimulated by the words involved in an advertisement. I also saw in another article that women tend to connect more with their feelings shown in a study done, “Furthermore, Yarborough suggests that in women, the two spheres of their brain communicate better than those of men. Studies show that women pull in information from both halves. This allows women to give a more sophisticated emotional response.” This all connects back in time to when we weren’t such a built up civilization, “Men had to become the more aggressive hunters and compete with other men. They had to process information quickly, perhaps more quickly than the females. The converse of this is that women as gatherers had to mentally map in fine detail things like bushes, barriers and where they had stored food.” In easier terms, men take a quick glance, while women tend to look into things and not just absorb the bigger picture. Also through my research, a lot of sources that I came across told me the different ways women and men are portrayed with in advertisements. This includes, the credibility of men as authority figures while women tend to use the man. Along with that, it tended to discuss how women play the role of being dependent on another person, while men are independent; men are usually the bread winners and bring home the money and have a big business job, while the women stays home. These are the most prevalent things that I came across within my research. I did however do some more recent research of this day and age, because one could argue that things have changed and I will agree that they slightly have even though all of these things discussed are still very prevalent.

Next, I had found research on a more prevalent topic within the media, which is targeted ads on social media apps. I found studies on how people tended to perceive themselves a different way just because of what ads would pop up on their feed. I connected this to my topic in the sense that if an ad showing a gender bias, a person will believe that for example they’re meant to be a stay at home wife and clean and cook and look after the children. This could lead to people looking down upon themselves and may even cause some harm that was shown within advertisements with in the 70’s or 80’s. This is the new generations way of putting people in certain spots based on which ad pops up on their feed. In another direction, I also did some research on “femvertising” this is a new known way to build women up in advertising instead of the typical way it has been done in the past years where women have been diminished. In a study done online, “Fifty-two percent of the more than 600 women surveyed online nationally said they have bought a product because they liked how the ad for it portrayed women, and 71% of those surveyed said they believe brands should be held responsible for using their ads to promote positive messages to women and girls.” This type of advertisement has built a new community of building women up. This is the modern version of advertising for women and it is the step in the right direction. This movement mainly started with the #LikeAGirl advertisement. These two things connect to the idea of gender stereotype advertising.

SYNTHESIZING RESEARCH ON THE SUPREME RESELL MARKET

http://galfrats.com/2016/02/16/supremes-springsummer-2016-lookbook/

The economic principle I researched was people gain when they trade voluntarily and because of scarcity, people choose. My research question was why do prices skyrocket in the Supreme resell market? I found that prices go up because of scarcity and high demand for a product. 

The first thing I wanted to know when I started to research the Supreme resell market was how it all worked and why people were investing time into a risky market. I came across an article from GQ titled “Can Selling Supreme Make You a Millionaire”, it showed that a company named Wealthsimple is recruiting young customers to buy Supreme for them and then they will show them how to make a profit on items. It all follows a simple formula that the company came up with “Cop.Flip.Invest.” Wealthsimple uses this motto to get young people to buy products and resell them, while they inform the “buyers” on what to buy. Wealthsimple notes that “any product with a box logo is automatically worth more and that selling items fast—while the hype is hot and the folks who missed out are still licking their wounds—is key if you want to lock in the most profit.”

 Next I wanted to know why people are willing to pay two or three times what the item originally sold for. I figured that it had to be because of scarcity, there is such a limited amount of products that people are willing to pay more for them. In an article published in The Harvard Business Review titled “Customers Will Pay More for Less”, I found out that people subconsciously associate values with items. The author, Alexander Chernev states that this is due to “An underlying process that we call categorical reasoning. People naturally tend to classify products as either expensive or inexpensive, and this categorization influences how they judge products.” You can go to Walmart and buy the same material t-shirt, but people want the clout, they want the rarity, they want Supreme. In the article “Law Of Supply and Demand.” from Investopedia I found why Supreme resellers were able to make so much money. The article states that “Generally, low supply and high demand increase price.” Supreme has a very low supply and a very high demand, this is because they have a limited amount of stores and have had praise from mainstream artist promoting the brand to the public.