UNIVERSITY OF ZIMBABWE
DEPARTMENT OF PSYCHOLOGY
ASSIGNMENT TITLE: Scan three adverts from a magazine or newspaper and outline the advertisement‘s effects on your affect, cognition and behaviour.
24TH MARCH 2014
Advertising plays a pivotal role in the lives of consumers. Advertising moulds the attitudes of the person as well as of the society and they certainly influence behaviour of the customers. The customer has to deal with a vast amount of information and make a best choice, conclude and make vital decision (Jakstiene, Susniene and Narbutas, 2008). Jakstiene et al (2008, p50) writes, “The main goal of advertising a certain product or service is to attract the customer’s attention and analyse the impact of advertising on customer behaviour, which is determined by a multitude of aspects, although the psychological cognitive, emotional and behavioural ones play the most important role.” The paper below is any analysis of the effects advertisement has on one’s affects, cognitions and behaviour. According to Stangor (2004), Humans depend on the three capacities of affect, behavior, and cognition, which work together to assist them construct productive social relations. Psychologists defined cognition as the mental activity of processing information and using that information in decision making. Cognition may involve processes such as attention, learning and memory it also involves schemas and attitudes, a schema is knowledge representation that consist of information about an individual or group or an object and in this case an advert and an attitude is knowledge that involves mostly a liking or disliking of an individual, object, or group. After individuals formed them, they both allow them to evaluate fast and without much thought whether someone or something they encounter is worthy or unworthy, useful or upsetting, to be pursued or avoided. Therefore schemas and attitudes have a vital impact on individual’s information processing and social behavior.
Affect according to Hogg, Abrams and Martin (2010), refers to the involvement of feeling or emotion, it is also the key component of the process of an animal’s involvement with stimuli. Individuals may experience affect in the form of mood and emotions, mood refers to positive or negative feelings that are in the context of an individual’s everyday life. At most, people are in a rather decent mood, and positive mood has some positive consequences it inspires them to perform what needs to be done and to make the most of the situations they are in (Isen, 2003). On the other hand emotions refers to short-lived, but often powerful, mental and physiological feeling states. In contrast with moods, emotions are brief, stronger, and more precise forms of affect. Emotions are triggered by specific events (for instance, jealous or angry), and they are associated with high arousal levels. Emotions serve an adaptive role in helping individuals monitor their social behaviors (Stangor, 2004).
Since humans act together and influence each other day to day, they have established the ability to make these relations proceed efficiently and effectively. Individuals band with other people to attain outcomes that they could not acquire on their own, and they exchange goods, services, and other benefits with other people. These behaviors are crucial for survival in any society (Kameda, Takezawa, and Hastie, 2003; Kameda, Takezawa, Tindale, and Smith, 2002). Behavior then refers to the way one acts when exposed to an attitude entity (advert). It includes such dimensions as approach, action (buying), inhibition, inaction, fighting/fleeing and withdrawal among others.
Figure: 1(A BURGER KING ADVERT)
Individuals have many needs at any given time. Certain needs are biogenic, they ascend from physiological states of...
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