Cognitive psychology

Cognitive psychology

a branch of psychology that studies how people think, learn, remember, and make decisions. It focuses on internal mental processes such as perception, attention, memory, problem-solving, and decision-making. In marketing, cognitive psychology helps explain how consumers think and process information when they encounter advertisements, products, or brands.

Gestalt principles in marketing

these are rules of how people naturally organize visual elements into groups or unified wholes. Marketers use these principles to design advertisements, logos, packaging, and websites that are visually appealing and easy to understand.

Figure ground

This principle states that people naturally separate elements in an image into the figure (the main focus) and the ground (the background). Our brain identifies objects as distinct from the background based on contrast, color, or size. (sa mga promotional vid or pubmat, hinahighlight yung brand para maseperate sa background) (sineseparate ng utak natin yung figure nya sa background nya)

Proximity

states that objects that are placed close to each other are perceived as being related or part of the same group. (may tendency tayo na ipercieve as a group yung mga bagay pag magkakalapit sila) (sa isang isle, lahat ng set ng product for skincare andon like moisturizer, cleanser, sunscree. Dahil magkakasama sila sa isang isle maiisip natin na dapat natin bilhin yung tatlo kasi group sila)

Similarity

states that people’s mind naturally groups similar things, even if they are not physically together. (iisa lang yung design or magkakamuka or same ng design lahat ng product)

Continuity

People prefer continuous lines and patterns. We tend to perceive elements as part of a continuous flow rather than disjointed pieces. In marketing, marketers use lines, curves, or directional cues (like a person’s gaze or an arrow) to guide the viewer's eye through the ad. (para maguide yung eye ng consumer sa ad na gusto natin ipakita, usually sa mga design sa pubmat)

Closure

involves the brain’s ability to fill in missing parts of a design or image to perceive a whole object. In marketing, this principle is often used creatively to make designs more engaging or memorable.
Attitude and persuasion in marketing

Attitude

is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. In simpler terms, it refers to a person’s beliefs, feelings, and behavioral tendencies toward an object, person, event, or idea. Can either be negative or positive. (kung paano tayo mag act or mag isip about sa mga bagay-bagay).

Affective component

a component of attitude where it refers to the emotional or feelings-based aspect of an attitude. It involves how a consumer feels about a product, service, or brand. For instance, a consumer may feel happy or excited when thinking about a brand like Apple or may feel negative emotions about a certain fast-food chain due to poor experiences.

Cognitive component

a component of attitude where This is the knowledge and beliefs a person has about a product or service. It includes the facts, information, and attributes that a consumer associates with a brand.

Behavioral component

a component of attitude where pertains to the way a person acts or behaves toward an object, brand, or service. For example, if a consumer feels positive emotions toward a brand (affective) and believes it has high quality (cognitive), they are more likely to make a purchase (behavioral). Marketers seek to encourage positive behaviors through incentives, loyalty programs, or calls to action. (basically eto yung result or either affective component or cognitive component ba ang ginamit sa attitude)

Yale attitude change approach

a classic theory developed by Carl Hovland and his colleagues in the 1950s. It focuses on understanding the factors that influence attitude change as a result of persuasive communication. (yung mga factors na nakakaapag affect sa attitude ng consumer)

Source

a yale attitude change approach that relates to who is delivering the message. The credibility, attractiveness, and trustworthiness of the source delivering the message play a major role in how persuasive the message is.

Message

a yale attitude change approach that relates to the message being said to the consumers. The content and structure of the message also affect its persuasive power. Messages that are clear, logical, and contain strong arguments are more likely to persuade, especially when the audience is motivated to pay attention and critically evaluate the message.

Audience

a yale attitude change approach that relates to whos receiving the message. The characteristics of the audience, such as their level of involvement, pre-existing attitudes, and emotional state, determine how susceptible they are to persuasion. (usually sa reviews to ng product, if sikat ba product makikita yung reviews ang mag aambag to sa attitude ng consumer if bibili ba sha or nah)

Elaboration likelihood model

is a psychological theory that explains how people process persuasive messages and how this process can lead to attitude change. (iniintindi pano pinaprocess ng consumer yung ads or message para maaffect yung attitude nila)

Central route to persuasion

a elaboration likelihood model that is used when people are highly involved, motivated, and able to process information. In this route, they carefully think about the message, evaluate the arguments, and make a decision based on logic and reasoning.

Peripheral route to persuasion

a elaboration likelihood model that is used when people are less motivated, distracted, or not very interested in the topic. Instead of focusing on the message itself, they are influenced by surface cues such as the attractiveness of the speaker, catchy slogans, visuals, colors, music, or even how confident the person delivering the message seems.

Foot in the door technique

This technique involves getting someone to agree to a small request first, which increases the likelihood that they will agree to a larger request later.

Door in the face technique

This involves making a large request that will probably be rejected, then following it up with a smaller, more reasonable request.

Dual process theory

psychological theory that explains how people think and make decisions using two (2) distinct systems

System 1 thinking

a system that thinking is fast, automatic, intuitive, and emotional. It operates without much effort and is often triggered by visual cues, feelings, or past experiences. (peripheral route)

System 2 thinking

a system that thinking is slower, more effortful, and logical. It is used when we need to carefully evaluate information, solve problems, or make important and deliberate choices, such as comparing prices, reading product reviews, or planning a major purchase. (central route)
Cognitive bias in marketing

Cognitive bias

are systematic errors in thinking that affect the decisions and judgments people make.

Bandwagon effect

a cognitive bias that refers to the tendency for people to adopt a belief or behavior simply because “everyone else is doing it.”

Halo effect

a cognitive bias that refers to when a consumer’s overall impression of a brand or product influences their thoughts about its specific traits.

Recency effect

a cognitive bias that refers to the tendency to remember the most recently presented information better than earlier content.

Confirmation bias

a cognitive bias that refers to the tendency to seek out and favor information that confirms what we already believe, while ignoring contradictory evidence.