Controlling Your Market With Reverse Psychology

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  • 1. CONTROLLING YOUR MARKET WITH REVERSE PSYCHOLOGY By: Kyle Sergeant ADV 1679
  • 2. Marketing & Advertising Are Hard • Lots of products and services out there • Lots of messages to take in • Creating a lot of noise for our personalities to deal with
  • 3. How Do We Breakthrough?
  • 4. How Do We Breakthrough? (cont..) • People filter out most things • People have developed their our own bubbles • Different tactics are needed • If “the goal of advertising is to influence people’s behaviour,”* how do we breakthrough the barriers? Central and Peripheral Routes to Persuasion: Application to Advertising by Richard E Petty & John T Cacippo, p. 3
  • 5. ENTER……………… ygolohcysP esreveR OR Reverse Psychology (NOTE: Don’t judge a cliché)
  • 6. So, What is Reverse Psychology? • Reverse psychology is a marketing/advertising tool that challenges an individual’s belief(s) passed a certain point, gaining the individual’s interest which sends them along a consumer journey. (Note: This is not the best thesis statement you’ve ever read.)
  • 7. Who Thought Of It? • Developed out of the Frankfurt School of Social Research • Introduced by critical theorists Max Horkheimer & Theodor Adorno in Dialectic of Enlightenment (1944) • Horkheimer & Adorno coined “Culture Industry.” • Not the most flattering outlook on society but did well in touching on our mass consumption* • Milton Erickson, agent of social influence • Used reverse psychology on his children Personal summary of the back cover of Dialectic of Enlightenment, 1966 Edition
  • 8. But Does It Really Work? • Yes • Why? • Reverse psychology motivates people – i.e. It leads people to behave a certain way. • Reverse psychology has motivational strength – i.e. It creates a high degree of willingness within someone to expend energy to reach a goal.
  • 9. Allows You To Establish Control
  • 10. EXAMPLE
  • 11. Lady Gaga & Reverse Psychology, August 2013 • Released video that began with: “If you don’t like pop music, you should turn this off.” • Video was commented on in The Huffington Post, New York Daily News, Rollingstone Magazine, MuchMusic,…. • Media description of video: “Like a parent desperate for a child to behave, Lady Gaga urges people not to buy the song.”* • 1,270,708 Youtube views • Album comes out November 11th (Note: Don’t buy it) http://www.nydailynews.com/entertainment/music-arts/lady-gaga-urges-a-p-p-l-a-u-s-e-new-albumarticle-1.1425923
  • 12. “Lady Gaga is a celebrity. That’s why it worked.” • Incorrect • Reverse psychology engages people’s personalities – i.e. their unique psychological makeup that consistently influences the way the person responds to their environment. • Reverse psychology creates an unconscious motive that causes a personality to act. • This motive is called, Reactance
  • 13. Reactance • The turbo charger in the reverse psychology engine. • Coined by Jack Brehm (1966) • “The negative emotional reaction to the usurpation of freedom”* – i.e. Taking choice away from someone. • “Is an aversive feeling that produces motivation to resist the influence attempt and to restore the threatened freedom.”* • Basically: Turn your goal into the “threatened freedom.” The Science of Social Influence: Advances and Future Progress edited by Anthony R Pratkanis, p. 85
  • 14. Creating Reactance • Two things to remember: 1) Strength of the message: Must be blatant or unwanted, not subtle or justified. 2) Importance of the threatened freedom: Know your market and act accordingly.* You don’t want an example of reactance, right? The Science of Social Influence: Advances and Future Progress edited by Anthony R Pratkanis, p. 85
  • 15. Reactance In Action The Troy Public Library • • • • Library in Troy, MI, was going to be closed Needed tax money to survive The Tea Party wasn’t going to let that happen Agency created a Book Burning Party.
  • 16. Troy Public Library • Campaign included Facebook, Twitter, Foursquare, & Youtube • People were calling the organizers names: “idiots,” “stupid,” “a**hole.” • Gained local, national and international media exposure • Before the vote, campaign message changed: “A vote against the library is like a vote to burn books.” • Created a “A-HA” moment • 342% increase in voters • Saved the library
  • 17. Conclusion Marketing and advertising are hard Have to get passed the noise Need to use the proper tools to do so Reverse psychology is one of those tools Reverse psychology works because it creates reactance within a personality that motivate an individual to act a certain way - i.e. Do what the marketer/advertiser wants them to do. • Examples: Lady Gaga and the Troy Public Library • And …… • • • • •
  • 18. Don’t Check Out This Tumblr For More Info www.adv1679.tumblr.com
  • 19. Sources • • • • The Science of Social Influence: Advances and Future Progress edited by Anthony R Pratkanis http://books.google.ca/books?id=1pGkEmri1JEC&pg=PA85&dq=reverse+psychology+and+rea ctance&hl=en&sa=X&ei=LNuUsb6CYnCywHY6YGYAQ&ved=0CDcQ6AEwAQ#v=onepage&q=reverse%20psychology%20a nd%20reactance&f=false Critical Theories, Radical Pedagogies, and Global Conflicts edited by Gustavo Fischman http://books.google.ca/books?hl=en&lr=&id=mQUVf9eQYmsC&oi=fnd&pg=PA154&dq=max+hor kheimer+reverse+psychology&ots=YtJERnGla&sig=o79egYyc3ulLUBGI1eGcFEhw3eU#v=onepage&q&f=false Dialectic of Enlightenment: Philosophical Fragments by Max Horkheimer and Theodor W. Adorno http://books.google.ca/books?hl=en&lr=&id=l75zLjGlZQC&oi=fnd&pg=PR11&dq=dialectic+of+enlightenment&ots=CrPBGnW9vw&sig=RA1S6LFL Ach9LNHB0tzZzsYk_Oc#v=onepage&q=dialectic%20of%20enlightenment&f=false Reverse Psychology Marketing: The death of traditional marketing and the rise of the new “pull” game by Dr. Indrajit Sinha and Dr. Thomas Foscht http://books.google.ca/books?hl=en&lr=&id=b6SBOSnDzc0C&oi=fnd&pg=PR9&dq=history+of+re verse+psychology&ots=XniWL4KpjB&sig=QnDrz-bZ7TA9RjjrIZSnQuubn4#v=onepage&q=history%20of%20reverse%20psychology&f=false
  • 20. Sources (cont…) • • • • Milton H Erickson by Jeffrey K Zeig and W. Michael Munion http://books.google.ca/books?id=H8I8k8ohTnQC&pg=PA73&lpg=PA73&d q=milton+erickson+reverse+psychology&source=bl&ots=lPD1YcbvX3&sig =yN8saPCgysSh20Af5NFyKaGmuqg&hl=en&sa=X&ei=A7ZvUqvDNoikyQG O44GoDQ&ved=0CCsQ6AEwAA#v=onepage&q=milton%20erickson%20r everse%20psychology&f=false Central and Peripheral Routes to Persuasion: Applications to Advertising by Richard E Petty and John T Cacippo http://uts.cc.utexas.edu/~tecas/syllabi2/adv382jfall2002/readings/petca c.pdf Using Reverse Psychology Effectively by Stanley C Loewen http://www.healthguidance.org/entry/15949/1/Using-ReversePsychology-Effectively.html Lady Gaga Promo Video Uses Reverse Psychology Urging Fans to Not Buy Her New Album, “ARTPOP” by Zayda Rivera http://www.nydailynews.com/entertainment/music-arts/lady-gagaurges-a-p-p-l-a-u-s-e-new-album-article-1.1425923
  • 21. Sources (cont…) • Dr. Pepper Ad’s Reverse Psychology Working by W.F. Price http://www.the-spearhead.com/2011/10/12/drpepper-ads-reverse-psychology-working/ • Don’t Read This by Mae Anderson http://www.adweek.com/news/advertising/dont-read49577 • Reverse Psychology http://en.wikipedia.org/wiki/Reverse_psychology • Reactance http://en.wikipedia.org/wiki/Reactance_(psychology) • Culture Industry http://en.wikipedia.org/wiki/Culture_industry