Consumer Behaviour

article Presentation
Arya Ankit
Disha katwala
Gaurav Gupte
Ali Surti
Vikalp Choudhary

THE

IMPACT OF
TELEVISION
ADVERTISING:
LEARNING WITHOUT
INVOLVEMENT

Does television advertising produce

sales by changing attitudes?
Post world war I assumption
Exposure = persuasion
Neil Borden, 1942
Advertising accelerates growing demand or
retards falling demand
Encourages price rigidity but increases
quality and choice of products

Post world war II

Elaboration likelihood evaluation framework

Herbert Zielske,1959: Remembering

and Forgetting of Advertising
Advertising quickly forgotten if not
continuously exposed
Why constant reinforcement?
One answer is advertising content is
learned as meaningless nonsense material
( LOW INVOLVEMENT LEARNING)

Ebbinghaus 1902
Demonstrated a U curve of recall giving rise
to principle of primacy and recency
(Classical conditioning)

Does television bombardment of Ads lead to

persuasion? (Memory Interference)

As trivia is repeatedly learned and forgotten

there would be
1. overlearning information transfer from
STM to LTM
2. Significant alterations in structure of our
perceptions about the brand ,may fall short of
persuasion or attitude change.

Things that can be

improved
Strengthening learning
Avoid competitive clutter
Reducing similarity to competitive Ads
Providing retrieval cues

Low and high Involvement

learning
Low involvement- gradual shift in
perceptual structure, aided by repetition,
activated by behavioural choice situations.
High involvement Classic, more dramatic,
and more familiar conflict of ideas at level
of conscious opinion and attitude that
precedes changes in overt behaviour.

Some psychologists have long asserted that

the effects of latent learning are
noticable at the point of reward ( Iconic rote
learning)

Thank You