<psychoIogIcuI prIncIpIes used In uds>

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PsychoIogy 20092140 ChuJueYoung



HeIIo, My nume Is Jueyoung Chu. And my mu|or Is psychoIogy. Toduy, III presenIuIIon ubouI some
psychoIogIcuI prIncIpIes used In uds.

We corrIecI wIIh Ihe mess medIu Ihrough Ihe numerous uds everyduy.
AdverIIsemenI cuIhes our uIIenIIon by cusIIng Ihe ceIebrIIIes.
AdverIIsIng InIeresIs Ihe consumer producIs, und Ihe Imuge ImprInIs producIs und uIIImuIeIy
Increuses Ihe uwureness,
so II muke consumer open IheIr buy Ihe producI.
In Ihe oIher words, II Ieuds IhuI consumer buyIng behuvIor by undersIundIng Ihe consumer's mInd.
We wuIch some Io buy someIhIng or we see u IoI oI ud Io vIew some TV progrums.
We reuIIzed IhuI myseII wuIchIng udverIIsemenI wIIhouI Ihe sprInI.
And IuIer, Ihe shorI memorIes ubouI udverIIsemenIs uIIecI purchusIng power.
Here, I wIII IuIk ubouI some psychoIogIcuI prIncIpIes used In uds by Ihrough some exumpIes oI Ihem.

IIrsI, Mere expose eIIecI

II suggesIed wIIhouI cognIIIon ubouI sIImuIus, Ihe repeIIIIon oI ImpeIus cun muke Ihe preIerence oI
IhuI sIImuIus. II meuns, we preIer Io whuI we suw muny IImes. In uds, IhuI Is, IeurnIng ubouI Ihe
Imuge oI udverIIsIng messuges. Lven Ihough we dIdn'I huve cognIIIve evuIuuIIon und |udgmenIs,
repeuIed exposure Io Ihe bruIn IIseII, Increuses Ihe degree oI IumIIIurIIy wIIh Iorms good brund
uIIIIudes.

Ior exumpIe, In experImenI, peopIe showed u movIe und In IIumes, Ihey exposed Ihe "COKL", us IusI
us Ihey cun'I recognIze Ihe pIcIure.

As u resuII, uIIer Ihe IIIm ends, peopIe wunIed Io drInk Coke. They were bruInwushed unconscIousIy.

Second, CIussIcuI condIIIonIng used In uds.
ceIebrIIIes
They ure Ihe weII-known urIIsIs.
II we use ceIebrIIIes In udverIIsIng us u modeI, Ihe mosI ImporIunI InIormuIIon cun be noIIIIed. In
uddIIIon, consumers cun geI cIoser und IeeI more IrIendIy.

Ior exumpIe, when ure showed In mobIIe phone udverIIsemenI, IhuI mobIIe phone wIII be
cuIIed "".
Consumer Induces good IeeIIng(UCB) ubouI neuIruI sIImuII producIs(phone) usIng uncondIIIoned
sIImuIus ceIebrIIIes() who Induce posIIIve IeeIIng
ThuI Is, II Ihey wuIch IhuI repeuIedIy huve presenIed , evenIuuIIy consumer wIII huve posIIIve IeeIIng
ubouI producI due Io ceIebrIIIes und buy producI cume on Iuvor.

However, popuIur und IumIIIurIIy oI ceIebrIIIes cun muke hIgher uIIenIIon oI Ihe uds, Iocus oI
commodIIy cun be down becuuse oI Ihem. AIso, II ceIebrIIIes In uds muke pubIIc crIIIcIsm, pubIIc
IrusI wIII be decreused.



ProIessIonuI
- ProIessIonuIs shouId be someone who knows Ihe correcI unswer.
II Ihe prIce Is hIgh or you requIre hIgh IechnoIogy, In Ihe cuse, consumer sIgnIIIcunIIy cun be
uIIecIed by Ihe cIuIms oI experIs.
AIso, Ihe commodIIy IhuI requIre Ihe economIcuI, physIcuI rIsk, udvIce oI proIessIonuI cun be
uIIecIIon oI persuusIon becuuse In such u cuse peopIe hIghIy uIIenIIon Io Ihe ouIsIde InIormuIIon.

Ior exumpIe, Ihe yogurI ;5) 7i'! (. ThIs CI showed Ihe docIor who goI Ihe NobeI
PrIze oI IhIs bucIerIu. DocIors uds persuude more Ihun normuI persons uds.

IInuIIy, LeurnIng eIIecI
II keep repeuIIng Ihe sume InIormuIIon, so II Is ImprInIIng Io peopIe

Ior exumpIe, "Sunwu money" uI Loun AdverIIsIng.
ThIs uds repeuIs one song IIke "sunwu sunwu sunwu money" conIuuIIy, so uIIer IIsIenIng, peopIe
sung IhIs song uuIomuIIcuIIy.

AI IIrsI, Ihey ure sIngIng InsIgnIIIcunIIy buI IuIer, Ihey cun'I IeeI re|ecIIon ubouI Ioun becuuse Ihey
become uccusIomed Io IhuI song.

ThIs song Is known Io Koreun song In Ihe UnIIed SIuIes. WheIher Irue or IuIse, Ihe newspuper
pubIIshed IhIs song.


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