How Marketing Manipulates Our Preferences
Tuesday, February 2, 2010 - 12:49
in Psychology & Sociology
Whether people will indulge or be prudent with their money is not necessarily based on personality type or education, but may be strongly influenced by advertising and other environmental cues, according to two studies recently presented at the Academy of Consumer Research Conference in Pittsburgh. In their studies of about 500 participants, the researchers divided consumers into two mindsets. The "being" mindset was related to one's current state in life, while the "becoming" mindset reflected a desire to think of one's future goals. The researchers showed volunteers an advertisement that induces a "being" state of mind, using a simple slogan like, "Think of who you are right now." read more