Social psychology may be defined as the scientific study of how a group of people at any particular location‘s thoughts, manners and emotions can be affected by the concrete, imagined or implied existence of others. Social psychology majorly aims at altering one’s attitude towards an individual or an object. In common terms, social psychology may be referred to as persuasion; an active force that tends to sway people towards adopting a specific idea, attitude or even behavior. This however does not require physical force but rather mental push (Smith 2000).
Information processing involves a series of events and materials or devices. For instance, there has to be a stimulus that is directed to an input device. This information is then stored at a point in which it is processed and analyzed after which it is redirected to an output advice that relays it to the audience or observer. The observer or audience then may or may not respond to this information (Jansson, 2010).
Information processing involves a series of events and materials or devices. For instance, there has to be a stimulus that is directed to an input device. This information is then stored at a point in which it is processed and analyzed after which it is redirected to an output advice that relays it to the audience or observer. The observer or audience then may or may not respond to this information (Jansson, 2010).
There are different organizations that produce the same products. However, these organizations command different portions of the market. This is not because one product is of better quality than the other; however, it is because of some of the ‘little’ things that these organizations do. Branding plays a great role in the sales of any particular good.
Branding also involves marketing and advertising. A good advert is that which plays the role of informing, inducing and correcting an individual’s perception on the good. It therefore implies that for a good to command a large portion of the market, it has to have a perfect if not uttermost advertising (Gilovich 2002) by using superficial processing as a tool of persuading clients, heuristics will be applied which will help explain superficial processing more.
Superficial processing and heuristics
Heuristics are mental and psychological shortcuts that make people to make judgments swiftly and efficiently. This makes people to make decisions without really pausing to check about the next course of action. This thus has both positive and negative influences. Most adverts use heuristics in drawing customers to their products. The company that produces avene also used a number of heuristics in their advert some of which are defined and explained below (Fennis 2010).
- Attractiveness heuristics
First, there is attractiveness heuristic. This functions to converge the attitude towards those attractive or likable people. A good advert is that which passes a message to its target. The target would be defined by age, gender, career, or even fashion. When an organization is determined to get a certain group of customers, it will use all the means necessary to ensure that the message reaches the target group.
In this case, the organization has opted to use the picture of the two young couples. This explains that its target population is the young generation, those between early 20s and mid 30s. This may be because they are more prone to be concerned about their looks and skin tone than any other age group (Hansen 2007).
- Emotion heuristics
Subsequently, there is emotion heuristics. This plays the role of affecting the attitude towards a particular product by altering the mood of the observer. Three aspects namely cognitive, behavioral, and emotional affect attitude. Cognitive aspect aims to get the attention of the consumer. The advert applies this aspect where it uses young, beautiful, and handsome people as the face of the advert. Behavioral aspect is applicable where friendliness is incorporated in the advert. People have a nature of being friendly that is depicted by the friendly nature of the people on the advert. Emotion comes in through mood. An individual’s moods easily influence the action of that individual in almost all scenarios with the purchase of a product being part of it. An individual in a jovial mood will easily purchase a good as compared to that in a somber mood. An organization will thus put strategies on any advert to ensure a change of mood on the observers of the advert to increase its chances of being bought.
In this case, the organization opted to use the smiles of the young couple to induce other people’s moods. A look at the smile of the two authentically changes your mood to a happy one making you willing to buy the good (Burstein 2008).
- Expertise and authoritative heuristics
Moreover, there is expertise and authoritative heuristics. This functions to give the observer the confidence and conviction that the good he is yet to buy will completely fulfill his needs towards that same good. The organization has to repetitively reassure the public and the observers on how well the product will satisfy their needs.
In the case of the cleananse, the organization opts to use the terms, “a complete and effective skincare program for young problem sensitive skin.” This gives a reassurance that the product is going to help the observer solve the problem he or she faces with her skin (Hansen 2007).
- Familiarity heuristics
Nonetheless, there is the familiarity heuristic. This is that shortcut that makes you decide on saying yes to a particular product due to the fact that it is not strange but familiar. Many observers tend to be scared of using new products that they tend to think may react negatively with them. They then opt to use only those that they are well acquainted with.
For instance, in this organization, they have opted to display the availability of a range of other forms of their products. It is upon the public to pick or chose that option that is desirable to them. The organization provides different options ranging from lotions and gels that ultimately provide its desired purpose (Hansen 2007).
- Message length heuristics
Subsequently, message length heuristics is very essential in the advertising of a good. The message has to be as short as possible with the maximum information possible. This is because not all observers will have the time to read long sentences .Also, long sentences may tend to be boring to read or as in some cases the more words you use the more the article becomes vague. It is thus highly advisable that you use short and precise statements in making adverts.
According to this organization, it has stated the importance of using the product in four points that are all short and full of information (Burstein 2008).
- Scarcity heuristics
That notwithstanding, there is the scarcity heuristics. This tends to function to alert the public on how rare it is to find the product. When an observer realizes the importance of a good and thereafter realizes the good is rare, he or she will take the next available opportunity to get access to the good. Organizations then tend to use this to draw the customers closer to them.
According g to this organization, they have decided on using the statement, “Don’t let acne stop you from enjoying every moment..” This creates a perception on the mind of the observer that he has been facing challenges with acne, however, at last a remedy has been found and it is only found with this product. This will inform the observer on how urgent he needs to purchase the very scarce commodity thereby increasing sales (Burstein 2008).
- Consistency heuristics
In addition, there is consistency heuristics. This tends to help in maintaining a good attitude and behavior towards the object. This is more of physical than psychological. A well-pictured advert is welcoming to the eye; therefore, enhancing high chances of reading the article or advert, however, harsh appearances tend to drive the observer away.
In this advertisement, the organization has used a soft blend of attractive colors to the observers. They have opted to use pink, a color most preferred by ladies of the target age group and light blue, a color that is as well preferred by males of the same age group. This is to draw the attention of these target groups to the adverts (Hansen 2007).
- Consensus heuristics
Lastly, there is the consensus heuristics. This can be described as the influence that other people’s behaviors and attitude has to ours. For an advert to be effective, the organizations opinion must be outstanding and influence to the observers. The opinion of the organization must be stronger and able to convert that of the observer into considering the purchase of their product.
In this context, the organization decided on using the phrase, “we all want every day.” It did not consult anyone on their needs; however they chose to make a decision on behalf of everybody. This is to lure the observers that indeed the product is what every single person requires (Burstein 2008).
Conclusion
The advert thus is a perfect example of how social psychology can be used in the advertising industry. There is use of almost all heuristics in the advert. It is also efficient to most of the observers and is able to lure any individual into purchasing the product. The main limitations however, for this advert is the fact that it limits itself to only those who speak, understand and read only English. It implies those who are not able to read English will not have a chance to be lured by this advert (Fennis 2010). However, the advertisers can deal with this limitation by producing the advert in multiple languages mainly those languages that at least everybody knows. Examples of these languages are French and Latino languages that are widely used by the target market.
Moreover, the ad can be made better in a number of ways. First, the number of items on the ad should be reduced therefore letting the ad have space and not feel crowded. Space is crucial in this advert to avoid complexity brought on the product. Secondly, the ad should concentrate on magnifying the item and instead not the persons. The persons in the ad cover a large space therefore overshadowing the product. This is to draw utmost attention on the product and not the persons. Third, the ad is mediocre; it is similar to all other adverts of products of the same type. The advertisers should bring in something new and unique. Uniqueness can come through use of cartoons instead of people maybe to bring in a little comedy.
References
Burstein, J. (2008). Big fat lies: advertising tricks. St. Catherines, Ont.: Crabtree Pub.
Fennis, B. M., & Stroebe, W. (2010). The psychology of advertising. Hove, East Sussex: Psychology Press.
Gilovich, T., Griffin, D. W., & Kahneman, D. (2002). Heuristics and biases: the psychology of intuitive judgement. Cambridge, U.K.: Cambridge University Press.
Hansen, F., & Christensen, S. R. (2007). Emotions, advertising and consumer choice. Denmark: Copenhagen Business School Press.
Smith, E. R., & Mackie, D. M. (2000). Social psychology (2nd ed.). Philadelphia: Psychology Press.
Jansson, (2010). Consumer psychology. Bell and Bain Limited.
