Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. However, this rarely happens and there are virtually no cases where advertising has resulted in a decline in sales.
A psychological reason can account for the cause. It has to do with the mere exposure effect, which basically means that the more we’re exposed to something, the more we like it. The mere exposure effect is commonly attributed to Robert Zajonc for the important research that he conducted in the 1960s. His research, and the research of many others, shows that we tend to develop a liking or positive feeling for symbols or items that we see repeatedly.
When we take the mere exposure effect into account, it becomes clear why advertising rarely has a negative impact. Advertising helps to put brand assets (资产), like your logo and color and product and brand characters, in front of people, and the more these assets get in front of people, the more likely people are to develop positive feelings toward these assets and your brand. In fact, the impact of the mere exposure effect has been shown specifically in studies using advertisements, and they have found that students rated a banner ad more favorably when they had previously appeared as a pop up on their computer.
In order to fully take advantage of the mere exposure effect in marketing, marketers should make sure to use recognizable elements within their advertising. In addition, they should make sure that these elements align with what the customers see when they see the product. This will ensure that your customers will have an easier time noticing the product on the store shelves or on the computer screen and that they will have some familiarity with the brand.
The mere exposure effect is just one of many psychological biases that people use to simplify how they go about the world. Feel free to contact us or sign up for our newsletter to stay in touch with the latest insights in marketing psychology.
1. Which statement will Robert Zajonc probably agree with?A.A familiar song becomes more appealing. |
B.We often follow trends to make daily purchases. |
C.People are often drawn to something unfamiliar. |
D.Advertising with celebrities can increase product sales. |
A.Advertisement creates instant brand love. |
B.Logos seen often in advertisements are rarely liked. |
C.The banner ad has a significant attraction for consumers. |
D.Advertisement uses exposure to develop brand appreciation. |
A.Contribute to. | B.Correspond to. | C.Differ from. | D.Depend on. |
A.A business webpage. | B.A news report. | C.A psychology textbook. | D.A marketer’s diary. |
相似题推荐
【推荐1】Memory
What is your earliest childhood memory? Can you remember learning to walk? Or talk? The first time you watched a television programme? Adults seldom call back events much earlier than the year or so before entering school, just as children younger than three or four seldom remember any specific, personal experiences.
A variety of explanations have been suggested by psychologists (心理学家) for this “childhood amnesia”. Now Annette Simms, a psychologist of Riverdale University, offers a new explanation for childhood amnesia. According to Dr. Simms, children need to learn to use someone else’s spoken description of their personal experiences in order to turn their own short-term, fast forgotten impressions of them into long-term memories. In other words, children have to talk about their experiences and hear others talk about them. Without this verbal reinforcement (语言强化), children cannot form permanent memories of what they have experienced.
So why should personal memories depend so heavily on hearing them described? Dr. Simms presents evidence that the human mind organizes memories in that way. Children whose mothers talk with them about the day’s activities before bedtime tend to remember more of the day’s special event than those whose mothers don’t. Talking about an event in this way helps a child to remember it. And learning to organize memories as a continuous story is the key to a permanent mental “autobiography (自传)” of important life events. Dr. Simms suggests that we humans may be biologically programmed to turn our life experiences into a novel.
The key to creating this mental life story is language, says Dr. Simms. “Children learn to talk about the past,” she says. “Talking to others about their short-term memories of the past leads to the establishment (建立) of long-term memories.” One way it does this is by helping a child to recognize that the retelling of an experience is just the experience itself, recreated in the form of words. The child learns that this “word-description” of an experience can then be stored in the memory and called back at any time. But a child’s language skills are usually not ready for this until the age of three or four, so they have no way to remember the earliest of their experiences.
1. Which of the following is the main idea of this passage?A.Children need to discuss experiences with their parents. |
B.Why can’t we remember the events of early childhood? |
C.Adults can’t remember things as well as children. |
D.What are memories of early childhood like? |
A.A mental life story. | B.A childhood memory. | C.Inability to remember. | D.Researches on memory. |
A.talk about them with others | B.grow older than three or four |
C.write a story in their own language | D.have a good relationship with their parents |
A.can’t call back their experiences | B.have nowhere to store the memories |
C.haven’t developed enough language skills | D.confuse the memory with the experience itself |
【推荐2】Ghosting — or the “art” of suddenly disappearing and without a trace like a call, an email, or a text from someone’s life — is an old phenomenon and is becoming more common nowadays in social and professional settings. Social media and digital devices give us a zillion (大量的) more ways to reach out to each other, and we also have a zillion more ways to avoid each other. Ghosting may feel like the least messy way to handle a break-up. But is it a good idea for you and the one involved?
Jenny Mollen is a 40-year-old actress and author who once ghosted a friend she no longer wanted to see. She told the New York Times that she didn’t know how else to end it. “If you disappear completely,” she said, “you never have to deal with knowing someone is mad at you and being the bad guy”. However, the person being ghosted still feels anger and sadness, plus confusion and upset at the loss of contact.
Some experts say that people today are actually becoming inept when handling difficult conversations. Social psychologist Sara H. Konrath found that college students had few skills associated with emotional intelligence. For example, it’s difficult for many teens to think from another person’s perspective.
The reason may be simple: less practice. They prefer digital communication to keep contact, and can choose ghosting as a way to break up. However, facial expressions, gestures, and tones of voice convey things that text messages and even calls cannot. People gain a deeper understanding of each other when they talk face to face. And this is especially important and helpful when the topic is a hard one. If you are in situation where you want to escape, calm down and reflect. You definitely have better ways than ghosting.
1. How will the person being ghosted probably feel?A.messy but pleased | B.annoyed and confused |
C.upset but understanding | D.disappointed and frustrated |
A.Indifferent | B.Incapable | C.Impolite | D.Impatient |
A.Communication in person is advised. |
B.Telephone calls can get more things across. |
C.People prefer digital communication to keep contact. |
D.Calm down and ask for help if you want to escape. |
A.Public Health | B.Modern Technology |
C.Culture | D.Social Life |
【推荐3】Have you heard of the term “tweenager”? It’s a slang (俚语) word used in the UK to describe children between about ten and twelve years old. They are between being a junior and a teenager. Why do the press and media refer to kids in this way?
Well, more and more companies now create products and services for tweenagers. They seem to tell us that tweenagers must have more money, freedom and influence upon their parents than they’ve ever had before.
Most children in the UK today get more pocket money than kids did a decade ago. Despite problems happening fairly often and regularly in the economy, parents generally have more money to give than before, since they are having fewer children on average than in the past. In addition, a higher divorce (离婚) rate in the UK makes parents try to make up by buying presents for their children. It’s a bad habit for both parents and children to get into, but parents are under constant pressure from commercial marketing and the requests of their children.
You may wonder how tweenagers have more freedom than previous generations. Well, UK children today are very media- and computer-literate. They have access to much more information about life and the world. They may have experienced a lot in life as well. With such sophistication (老于世故) at such a young age, it’s no wonder tweenagers are able to influence their parents.
Now UK tweenagers are also very fashion-conscious and concerned about their images. In a world of television programs that promise immediate success and fame at a young age, some people think it’s extremely important to look fashionable.
So what does tweenage fashion look like? It’s lots of brightly colored materials, particularly pink, and usually plain, not patterned. There are plenty of bows, necklaces and bracelets, too.
But can it really be healthy for us to encourage kids to be like adults at a young age? Are we stealing childhoods in return for a bit of profit? Well, the UK government is certainly concerned, and for that reason has strict laws preventing companies from clearly and openly marketing their products and services to children.
1. What is the use of the first paragraph?A.To explain a concept and bring up the topic. |
B.To tell the difference between a junior and a teenager. |
C.To show why people in the UK prefer to use the slang. |
D.To state how the slang came into being and make a summary. |
A.They are the only child of their parents. |
B.They have to pay more for their schooling. |
C.Their parents make more money than before. |
D.Their parents try to make up for their absence. |
A.They are afraid of being laughed at by others. |
B.They have less freedom than previous generations. |
C.They wish to become successful and famous quickly. |
D.They are encouraged to be like adults at a young age. |
A.Unconcerned. | B.Negative. | C.Supportive. | D.Tolerant. |
【推荐1】ECycling refers to the recycling of electronic items, which are becoming a common problem in American home and throughout the world. The EPA, or Environmental Protection Agency, has actually started a program to help and motivate the recycling of electronics.
To get the program to the regional and neighborhood levels, the EPA directed “Plug-In to eCyeling Partners.” These partnerships support electronic reusing programs in individual communities. They provide local governments, retailers and manufacturers with opportunities to reuse and recycle their items. Those who make and offer electronic devices then promote programs and opportunities for consumers to reuse their second-hand electronic products. One of the EPA’s goals is to enlighten customers about why the recycling of electronics is so important. They likewise wish to make eCycling chances easily accessible to specific consumers and their family electronics. According to the EPA, the eCycling program has actually been quite successful. In 2008, the EPA collected 66.5 million pounds of electronic devices through their Plug-In Partners.
Local governments have actually likewise got on board and passed laws intended to handle used electronic devices. Huge corporations have actually introduced eCycling programs at their local retail stores. One seller offers customers small, medium and big boxes for sale, which the customers then load with used electronics and go back to the store. Typically,customers bring their recyclable electronics to a location. When the electronic items are gathered by the EPA(typically this is done byt he Partners), they are reused or recycled.
Reused items are repaired and refurbished, and passed on to others as a contribution. You can repair or recondition your very own electronic devices too, extending the life of the items and conserving the energy of making new materials. Reusing electronic devices includes making use of the products and pats of the items. These materials and parts are then made use of to produce another item. This is more efficient than making items from new materials.
Some items that are commonly eCycled consist of televisions, computer monitors, printers, notebook computer, keyboards and cable televisions. Less usual items include copying machines, CDplayers, voice mail machines, computer hard drives, mobile telephones, remote controls, radios, batteries, telephones, facsimile machines and computer games. Occasionally, electronic items such as microwaves, fans, vacuums, smoke alarms, and toasters are eCycled.
As the eCycling program continues, you or your organization may want to get involved. Check the EPA’s internet site (www.epa.gov) for regional eCycling programs, or for details on how your company can participate. Their website has links to organizations that are taking part in the eCycling program.
1. The EPA brought about “Plug-In to eCycling Partners” to__________.A.make and offer electronic devices to consumers |
B.make customers understand the importance of eCycling |
C.make the program accessible to local regions and communities |
D.make it possible for consumers to reuse their used e-products |
A.repairing electronic device | B.gathering recyclable electronics |
C.reusing second-hand e-products | D.offering customers different boxes for sale. |
A.People can sell their reused items on the Internet. |
B.Individuals can’t take part in eCycling programs. |
C.Devices of computers are well eCycled. |
D.Not every electronic item can be eCycled. |
A.To introduce a new way to save costs. |
B.To teach customers how to recycle electronics. |
C.To attract people to join in the eCycling programs. |
D.To call on local governments to support Plug-In Partners. |
【推荐2】Pop music superstar Rihanna is teaming up with one of the world’s leading bike-sharing firms, China-based ofo(共享单车), to give girls in the African country of Malawi a chance of education and the convenience of bikes.
In a new “1 KM Action” partnership announced on Monday, the singer’s Clara Lionel Foundation will fund scholarships for girls in Malawi through the foundation’s Global Scholarship Program, while ofo will donate bikes to those students to relieve transportation challenges in getting to class.
“I’m so happy about the Clara Lionel Foundation’s new partnership with ofo because it will help so many young people around the world receive a quality education, and also help the young girls of Malawi get to school safely,” Rihanna, a Barbadian singer, songwriter and actress, said in a statement. She stressed the importance of ofo’s contribution in “cutting down those very long walk they make to and from school all alone,” Rihanna said.
Before starting ofo and becoming its chief executive officer(总裁), Dai Wei said he had worked as a volunteer teacher for one year in one of China’s most impoverished(贫困的) regions.
“We believe in unlocking every corner in the world with equal access to education as well as with our bike-sharing scheme,” Dai added.
This announcement is part of a five-year plan that will also provide scholarships for girls to help with their higher education pursuits(追求).
Earlier this year Rihanna, a global ambassador for the Global Partnership for Education, visited Malawi where only eight percent of the 4.6 million students in primary school go on to a secondary one.
The Chinese firm ofo is also helping the Foundation to offer scholarships to students from China, Brazil, Barbados, Cuba, Haiti, Grenada, Guyana and Jamaica who are accepted to colleges or universities in the US. The company is particularly interested in students focused on the environment and sustainability(持续性).
1. What can we know about Rihanna according to the passage?A.She just wants to earn money. |
B.She tries to help all African girls. |
C.She will donate bikes to Malawi girls. |
D.She tries to help Malawi girls receive education. |
A.China-based ofo. |
B.Clara Lionel Foundation. |
C.Global Scholarship Program. |
D.Foundation’s new partnership with ofo. |
A.It will sell bikes to Malawi girls. |
B.It is the Clara Lionel Foundation’s partnership. |
C.It is also helping the students focused on the environment. |
D.Its chief executive officer is a teacher in a most impoverished region. |
A.Rihanna helps Malawi girls go to school. |
B.Rihanna and China’s ofo help Malawi girls receive education. |
C.China’s bike-sharing company ofo offers bikes to Malawi girls. |
D.Young people in African countries should receive a quality education. |
【推荐3】There is a photo in my collection that I pull out from time to time to remind myself of an old vacation. It’s a picture of me from the late 1970s on a bench in London’s Victoria Station, my head resting against a wall, eyes closed with tiredness, clothes messed up.
I used to love that shot. It was evidence of my leisure time, of travel, of interruption from the office: miles covered, sights seen, train stations raced through, goals achieved.
However, as I leave work to hit the vacation trail this summer, I take along something extra. This traveling companion has a habit of ruining trips with feelings of guilt—the guilt that comes from attempting to vacation while thinking of the job.
The conflict between the time we want off and the guilt we feel when we actually give in to leisure is a long-running battle that has gone too far, driven by an over-scheduling craze. It has made many feel as if their free moments are a form of truancy (玩忽职守).
It’s hard to take it easy when you’ve been programmed not to. We have been taught for generations that work is the only goal.
Time that is unfilled is evil, we are led to believe, and unplanned enjoyment should be avoided. This is reinforced today by a workplace culture that wants you to believe that advancement depends on your staying on the job.
Research now shows, however, that leisure time can do something job advancement and money can’t. Leisure activities increase your desire to work leadership skills, your sense of awareness and your ability to change. Free time also promotes a positive mood and sense of well-being, because it develops self-worth. Deep down, everyone knows we need time off to make our lives better.
On holiday, using your productive output as a measure of yourself doesn’t work. This is because a vacation isn’t about output; it’s about input — exploring, learning, reflecting. The magic of a holiday is in the experience itself. This is the same as life satisfaction; it can’t be measured, only felt.
The best part of a vacation isn’t going somewhere else; it’s being where you are, fully involved in the experience.
1. The author mentions the photo at the beginning because ____.A.it shows how exhausting leisure travel can be |
B.it brings back good memories of a leisurely tour |
C.it shows the writer once considered leisure travel as a goal in itself |
D.it proves interruptions from the office do not spoil the enjoyment of travel |
A.Enjoying leisure time. |
B.Thinking of one’s goals. |
C.Interruptions from the office. |
D.The feeling of guilt for not working. |
A.It improves your productivity. |
B.It is good for personal development. |
C.It leads directly to job advancement. |
D.It helps you see your goals in life more clearly. |
A.Avoid much unplanned enjoyment. |
B.Ignore job advancement and money. |
C.Judge the vacation by productive output. |
D.Enjoy the experience of being on vacation. |