How we are persuaded by advertising (and there’s nothing we can do) (Part 2 of 2)

Read part 1 link if you haven’t yet!

Many consumers swear not to be swayed by commercials. Because they don’t want to admit forms of conditioning, in this article, we keep investigating and see more reasons and studies that show how we are influenced by advertising.

THE STRENGTH OF STORAGE

Several studies have shown memorization strength without awareness and the possibility that advertising works even with low consumer involvement.

COMMUNICATION THAT MODIFIES THE VISION OF THE PRODUCTS

To confirm the strength of unconscious learning, we report work done a few years ago by one of the most famous European neuromarketing experts, Thomas Ramsoy (2014), in which it was shown how communication could change the vision of products, guiding attention visual on them in the store and in an unconscious way.

THREE GROUPS SUBJECT TO DIFFERENT VISIONS

The experiment involved three groups subjected to the vision of a series of advertisements before entering the store. One group saw several advertisements but not one for a particular target product (wall color). A second group saw several advertisements, including one related to the target product advertised with a 15-second commercial. The third group saw the same series of advertisements, including the one relating to the target but lasting 30 seconds. After this first phase, the groups were sent to access the store and choose one of the products relating to the target category, a wall color.

NET INFLUENCE ON BEHAVIOR

As you can see from the graph, the group subjected to advertising the target product chose with a higher percentage the product promoted by the advertising for 30 seconds. Moreover, the amount of unconscious vision detected with the eye tracker was significantly higher in the two experimental groups (15 and 30 seconds) than in the control group. Yet, neither of the subjects of the two experimental groups claimed to have been guided by the advertising vision. Indeed, some of them declared that they had never seen the advertising of the target product, although the outputs provided by the eye tracker showed a clear influence on their in-store browsing behavior.

MORE EXPOSURE IS EFFECTIVE

A further demonstration that the effect of “mere exposure” works and that by often acting unconsciously, these processes cannot be studied except by integrating traditional market research methodologies with those capable of measuring unawareness as neuromarketing (Russo, 2017). This signals how important the communication and marketing stimuli are in guiding consumer behavior in a more or less conscious way and expectations towards a place or a service. In the dental field, this process has an important value due to the difficulties patients have in understanding the services’ technical quality.

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