Glossary / Lexicon

In psychology, an advertiser is a person or company who creates and distributes marketing communications with the goal of promoting products or services and influencing consumer behavior. Advertisers use various techniques and strategies to attract attention and persuade people to buy their products.

Here are some examples of how advertisers may use psychology in their work:

• Attention-grabbing: Advertisers often use bright colors, bold fonts, and other attention-grabbing elements to attract the viewer's attention. This is based on the principle of selective attention, which suggests that people are more likely to pay attention to stimuli that stand out from their surroundings.

• Emotional appeal: Advertisers may use emotional appeals to connect with viewers and create a positive association with their products. For example, an advertisement for a car may focus on the feeling of freedom and independence that comes with driving, rather than the technical specifications of the vehicle.

• Social proof: Advertisers may use social proof to influence consumer behavior, by highlighting the popularity or success of a product. For example, an advertisement for a new restaurant might feature glowing reviews from satisfied customers.

Similar concepts in psychology include:

• Persuasion: This refers to the process of changing someone's attitudes, beliefs, or behaviors. Persuasion can involve using various techniques, such as appeals to emotion, logical arguments, or social influence.

• Consumer behavior: This is the study of how people make decisions about what to buy, and how they use and dispose of products. Consumer behavior is influenced by a wide range of factors, including social, psychological, and cultural factors.

• Branding: This refers to the process of creating a unique identity for a product or company. Branding can involve creating a logo, developing a distinctive style, and using advertising and marketing communications to reinforce the brand's identity.

Overall, advertisers use psychology to better understand consumer behavior and create effective marketing strategies that resonate with their target audience. Understanding the psychological principles behind advertising can also help consumers become more aware of the techniques used to influence their behavior.