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Credible and incredible uses of Psychology in advertising pitches

Credible and incredible uses of Psychology in advertising pitches. Institute of Advertising P ractitioners in I reland, 23-3-2011. Dr. Kenneth McKenzie Strategic Planner, Motiveworks. ken@motiveworks.ie. Outline. A bit about me. Maturity (1970s-1980s) The rush for the new. About me.

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Credible and incredible uses of Psychology in advertising pitches

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  1. Credible and incredible uses of Psychology in advertising pitches Institute of Advertising Practitioners in Ireland, 23-3-2011. Dr. Kenneth McKenzie Strategic Planner, Motiveworks. ken@motiveworks.ie

  2. Outline • A bit about me. • Maturity (1970s-1980s) • The rush for the new.

  3. About me • BA (Mod) Psych, 98. • PhD (Pol Sci, 00-4). • Lecturer in Psychology, TCD School of Medicine (03-6). • Social Psychology researcher (SPR) UCD Geary Institute (06-8) • Business Psych (R&D), PearnKandola (08-9); • SPR, UCD School of Public Health (now) • Research Associate, School of Psychology, TCD (now)

  4. Why?

  5. Psychology in advertising: Maturity • Stanford VALS & counterculture (1970s) • Hidden: peer review; grey literature (not even). • Agres and the emotion wheel (1984) • Petty & Cacioppo’s ELM (1984)

  6. Psychographics, VALS • I am often interested in theories. • I like outrageous people and things. • I like a lot of variety in my life. • I love to make things I can use every day. • I follow the latest trends and fashions. • Just as the Bible says, the world literally was created in six days. • I like being in charge of a group.

  7. Emotion wheel

  8. ELM

  9. Rush for the new

  10. Neuromarketing: P300 wave

  11. Neuromarketing: Reorienting

  12. Short vs long termism

  13. Problems • Expensive. • Trivial truth. • Ecological validity. • Public health research on eating in front of the TV (lab set up).

  14. What we do know • Priming works • Persuasion (Cialdini) • Identity formation & lifestyle goods (Dittmar). • Dual systems cognition: hearts and minds.

  15. To sum up… • Freud can be used (but not as much as he is!). • We’re like magpies with shiny things. • Trivial truths abound.

  16. Thanks to • Sandra Alvarez, PHD.

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