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2 days agoMary Week 6 Discussion 1: Attitude formation
Week 6 Discussion 1: Attitude formation
Assignment scenario
As the advertising manager hired to launch a new product through a national ad campaign to promote visibility, popularity, and profitability, an assessment would need to be completed to determine which component of attitude formation would be the most successful (Walden University, n.d.). Aronson, Wilson, Akert, and Sommers (2019) stated that “advertising is a direct application of social psychology to change the way that consumers think and act toward a certain product” (p. 203). The first consideration would be who the targeted audience is for marketing the new product. Aronson, Wilson, Akert, and Sommers (2019) explained the use of either cognitively (thoughts or beliefs about objects), affectively (use of feelings or emotions), or behaviorally based attitudes to influence human decisions. Another decision would include which of these attitudes correlate best to create the highest impact with the audience. Additionally, the cultural influence of the advertising campaign would be considered including a choice of either an individualistic or collective approach which would be consistent with the values of the target population of purchasers of the product. A persuasive ad would then appeal to the social implication of the new product to appeal to the targeted audience, considering all aspects of thought including the possibility of cognitive dissonance which could create conflict contributing to internal conflict or intentional change in personal beliefs to promote the product (PsychandSound, 2014). Attitude inoculation could be a strategy used to introduce the product in small advertising increments to further promote the product (Aronson, Wilson, Akert, and Sommers, 2019).
Classical conditioning strategies
Within classical conditioning, a stimulus leads to an emotional response based upon past experiences that contribute to an automatic emotional response or attitude which can be either positive or negative (Aronson, Wilson, Akert, and Sommers, 2019). Both implicit (conscious) and explicit (automatic) attitudes also contribute to emotions and behavior (Aronson, Wilson, Akert, and Sommers, 2019). Aronson, Wilson, Akert, and Sommers (2019) stated that appealing to the emotions has been demonstrated by researchers to have the most impact; therefore, I would attempt to utilize a marketing campaign that would appeal to affective attitudes. References
Aronson, E., Wilson, T., Akert, R. & Sommers, S. (Eds.). (2019). Social psychology (10th ed.). Boston, MA: Pearson
PsychandSound. (2014, August 30). Simply psychology: Cognitive dissonance. Retrieved from
2 days agoSelena
Week 6; DB 1
In February of 2021, we will be launching a new lingerie line called Vixens. Undergarments are already something that many people buy and wear regularly; why not feel your best while wearing them? Our lingerie is designed for both aesthetic and comfort, and is crafted with the finest materials available.
Our commercials will feature beautiful women of all shapes and sizes posing in seductive yet tasteful poses while sultry music plays. Short flashes of scenes featuring the models blowing kisses will play in the commercial. There will also be images of the models slowly biting into pomegranates, which are considered a “sensual” food. The imagery here will play heavily on sex appeal, and connecting wearing Vixens lingerie with an increased sex appeal and feelings of attractiveness.
Classical conditioning is process by which we develop attitudes through the use of and exposure to stimuli. In classical conditioning, a neutral stimulus is paired with a stimulus that already elicits an emotional response. Over time, because of its association with the emotional stimulus, the neutral stimulus will also elicit an emotional response (Aronson, Wilson, Akert, & Sommers, 2019). This advertisement will use classical conditioning in two ways. First, by associating the lingerie with sensual imagery and beauty, the brand and its items will call to mind feelings of intimacy and seduction. Secondly, by using a neutral and unique stimulus like a pomegranate, viewers will further associate the fruit with sensuality, as well as with the brand itself. This is also a way to add intrigue to the advertisement and pique viewers’ curiosity.
Aronson, E., Wilson, T. D., Akert, R. M., & Sommers, S. R. (Eds.). (2019). Social psychology (10th ed.). Boston, MA: Pearson.

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