Self activation of advertisements
Providence University
Customer Rela-onship Management
Ar#cle: “The Self-‐Ac#va#on Effect of Adver#sements: Ads can affect whether and consumers think about the Self”
by Debra Trampe
Diederik A. Stapel
Frans W. Siero
Kerim Fretes 31/10/2013
Content • What’s the idea of the Ar-cle • Meaning transmiKed within and by an adver-sement • The self-‐ac-va-on effect of adver-sements • Condi-ons and Mechanism • Overview of studies • Studies (experiments) • Conclusion
Content • What’s the idea of the Ar1cle • Meaning transmiKed within and by an adver-sement • The self-‐ac-va-on effect of adver-sements • Condi-ons and Mechanism • Overview of studies • Studies (experiments) • Conclusion
What the Ar1cle is about: Research • Comparing consump-on with nonconsump-on situa-ons • AKrac-veness products in adver-sements can increase the self-‐ac-va-on and lower the self-‐ evalua-on • They provide four experiments to support this effect
• Self-‐ac-va-on
• Self-‐evalua-on
How I would look like…
How would it be if…
Etc..
• Adver1sing: it’s ability to transform objects into highly desired products.
Placed in an adver1sement… Makes the product more:
-‐desirable
Customer Rela-onship Management
Ar#cle: “The Self-‐Ac#va#on Effect of Adver#sements: Ads can affect whether and consumers think about the Self”
by Debra Trampe
Diederik A. Stapel
Frans W. Siero
Kerim Fretes 31/10/2013
Content • What’s the idea of the Ar-cle • Meaning transmiKed within and by an adver-sement • The self-‐ac-va-on effect of adver-sements • Condi-ons and Mechanism • Overview of studies • Studies (experiments) • Conclusion
Content • What’s the idea of the Ar1cle • Meaning transmiKed within and by an adver-sement • The self-‐ac-va-on effect of adver-sements • Condi-ons and Mechanism • Overview of studies • Studies (experiments) • Conclusion
What the Ar1cle is about: Research • Comparing consump-on with nonconsump-on situa-ons • AKrac-veness products in adver-sements can increase the self-‐ac-va-on and lower the self-‐ evalua-on • They provide four experiments to support this effect
• Self-‐ac-va-on
• Self-‐evalua-on
How I would look like…
How would it be if…
Etc..
• Adver1sing: it’s ability to transform objects into highly desired products.
Placed in an adver1sement… Makes the product more:
-‐desirable