The Advertising Effect: How to Change Behaviour

✍ Scribed by Adam Ferrier & Jennifer Fleming

• Publisher: Oxford University Press;OUP Australia & New Zealand
• Year: 2015
• Tongue: English
• Leaves: 234
• Category: Library

✦ Synopsis

Want to know how to influence other people’s behaviour? In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion).
This is the ultimate insider’s guide, to the ultimate behaviour change industry – advertising.

✦ Table of Contents

Content: pt. 1. Which behaviour to change? --
The dark arts : an overview of advertising --
Definition : identifying the behaviour you want to change --
Thoughts, feelings, and actions : using action to change behaviour --
Action spurs : sometimes we need a little kick --
pt. 2. Motivation action spurs --
Reframing : it's not what you say, it's how you say it --
Evocation : can you feel it? --
Collectivism : everyone else is doing it --
Ownership : what do you think? --
Play : the world is a game --
Utility : no more empty promises? --
Modelling : monkey see, monkey do --
pt. 3. Ease action spurs --
Skill up : Stop the "I don't know how" --
Eliminate complexity : knock down the hurdles --
Commitment : how a small request leads to a bigger agreement --
pt. 4. How to be good --
Using your powers for good.

✦ Subjects

Advertising;Psychological aspects;Consumer behavior;Branding (Marketing);Influence (Psychology)