Psychology of Advertising: December 2011

Wednesday, December 14, 2011

Attitude Toward the Ad As "Foot-in-the Door"

No one really wants to talk about buying insurance, but sometimes we need it.

Centraal Beheer is one of the largest insurance companies in the Netherlands. Based in the city of Apeldoorm, the company is known for its lighter touch when it comes to reaching out to the marketplace.

The call to action translates as "Just call Apeldoorm." Their humor is so consistently fresh and to the point that the slogan has become an everyday utterance when people encounter unexpected problems.

Important Readings For You

Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in more than 783 scholarly articles and books.

For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006).

Read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective.

For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A book co-authored with Osei Appiah and published by Cognella, 2011.

For 450 print ads that bring to life Advertising and American History, scroll down to the link featuring the original ad for Oreo cookies. Why not check out all the other links, too.