Psychology of Advertising: September 2014

Monday, September 22, 2014

Nudge Theory of Advertising

Manipulation involves encouraging someone to do what someone else wants them to do. Sometimes the "manipulated" person already knows what they should do, they just need a little nudge.

Call it the "nudge theory" of advertising.

Copyright © 2014 by John Eighmey. All Rights Reserved.

Thursday, September 11, 2014

Collisions: The Source of Creativity

I tell my students you cannot have a new idea if you only have one idea.

Creativity involves intersections, and the most interesting outcomes can be described as collisions.

Here we see the outcome of a three-way collision when irony and parody are collided with self-confidence.

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.