Using groups to analyze data
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A man bought a horse named Harry for $60 and sold him for $70, then bought him back for $80 and sold him for $90. Solving this problem individually, people get different answers. However, if they solve it individually and then discuss it in a group, the group nearly always gets the correct answer of $20 profit. The same problem stated for an "animal business" with a horse and pig transactions is mathematically identical, but people are much more likely to get it right because discussing the similar horse problem first resolved the source of confusion. This demonstrates the value of parallel processing problems independently and then discussing solutions in a group.
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Using groups to analyze data
Using Groups to analyze Data: Parallel Processing
This document discusses using groups effectively for data analysis. It provides an example where a group correctly solved a math problem involving the purchase and sale of a horse, while individuals were more likely to get it wrong. A similar problem involving multiple animals showed that changing the context reduced errors. The document recommends: 1) Having group members independently solve problems first before discussing; and 2) Stating problems in different ways to solve. This highlights how groups can arrive at better solutions than individuals alone.
Using groups to analyze data
1. The document discusses using groups to analyze data through parallel processing. It describes an example where a man buys and sells a horse named Harry, making a total profit of $20.
2. When the same mathematical problem is restated using a man's purchases and sales of both a horse and pig, people are more likely to get the correct answer when working in a group compared to individually.
3. The document recommends using parallel processing when analyzing problems in groups - having each person solve the same problem independently before discussing together. It also advises stating problems in different ways to solve.
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This document discusses the importance of including a "reason why" in advertising and persuasion. It provides evidence that ads including a reason are recalled about twice as much as ads without a reason. The history of how the largest ad agency in 1904 revolutionized advertising by teaching copywriters to use the reason why approach is discussed. Experimental findings show that people are more likely to let someone cut in line for a copy machine if they provide a reason like being in a rush rather than just saying they need to make copies. The document encourages applying this by listing strong reasons for people to use your services in advertising.
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The document discusses using emotional stories versus rational facts to change someone's opposing viewpoint. It provides 3 key points about using stories: 1) they convey powerful emotional images that aid recall, 2) they lead people to process the example rather than the argument, and 3) they do not directly attack beliefs. The document then provides the example of Jared Fogle's story in Subway advertisements and references a lab experiment that found stories were more effective at changing opinions on drinking alcohol compared to statistical evidence.
When scarcity works
The Butter Council threatened legal action against I Can't Believe It's Not Butter (ICBINB) for their use of the word "butter" in the UK. However, ICBINB ran ads showing that the butter interests were trying to remove ICBINB from the market, creating a sense of scarcity. This led to a 38% brand awareness increase and trouble meeting demand, with the ad campaign winning an award. The document concludes that scarcity only increases demand when the product is already attractive, and suggests making an attractive product scarce by limiting time, quantity, customers, or stores.
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Using groups to analyze data
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2. When the same mathematical problem is restated using a man's purchases and sales of both a horse and pig, people are more likely to get the correct answer when working in a group compared to individually.
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Appel à proposition UE : Appui à la Société Civile en Tunisie
Lignes directrices de l'Union Européenne à l’intention des demandeurs
Notice doc 18334_2041350
APPEL A CANDIDATURE
A L’INTENTION DES ORGANISATIONS DE LA SOCIETE CIVILE DEDIEES AUX
JEUNES ET DES ENTREPRENEURS SOCIAUX DES GOUVERNORATS DE
MEDENINE ET DE TATAOUINE
Department of Defense Instruction 5143_DUSD Intelligence 24Oct14
Reissues DoD Directive (DoDD) 5143.01 (Reference (a)) to update the responsibilities and functions, relationships, and authorities of the USD(I), pursuant to the authority vested in the Secretary of Defense (SecDef) by sections 113 and 137 of Title 10, United States Code (U.S.C.) (Reference (b)), and in accordance with section 3001 et seq. of Title 50, U.S.C. (Reference (c)), as well as Public Law 108-458 (Reference (d)), Executive Order (E.O.) 12333 (Reference (e)), and E.O. 13470 (Reference (f)).
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Sheet to assit those who are creating a music act for coursework i.e to enable students to consider star image before creating music video
Colin Donato
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Word choice
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When to use favorable images
This document discusses when and how to use favorable images in advertising. It begins with an example of a Molson beer ad that associated the brand with puppies to condition women to like men who drink Molson. While clever, the ad led to protests. The document recommends pre-testing ads, especially those using favorable but unrelated images, to avoid offending people. Favorable associations are riskier for high-involvement products where the focus should be on strong arguments. It concludes by suggesting the reader apply this lesson within a week.
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When to avoid use celebrities
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When should you advertise news
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When should an ad use direct conclusions
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When should an ad forewarn customers about an offer
When advertising low-involvement products, forewarning customers about an offer can be effective. However, for high-involvement products, warnings tend to generate resistance, especially if there is a delay between the warning and the offer. According to a meta-analysis of 46 studies, forewarning is persuasive for low-involvement products but warnings produced resistance for high-involvement goods.
When is repetition effective
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Uppercase
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Multi dimensional choices
1) A meta-analysis of 49 studies found no general effect of the number of choices available on decision making.
2) Some choice is good for customers as it changes the question from whether to buy to which to buy.
3) Experts prefer many choices while non-experts feel overwhelmed by too many choices.
When to use emotion
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1. Emotion is often used for well-known brands, frequently purchased products, and situations where there is low need for information, according to a study of 1,059 TV commercials.
2. The document encourages the reader to identify situations where emotional appeals could be persuasive for their own customers and develop ideas for how to appeal to their customers' emotions.
3. Readers are also prompted to write a small application plan for themselves with a deadline of within one week and to share their plan and results with others if working with a team.
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Appel à proposition UE : Appui à la Société Civile en Tunisie
Lignes directrices de l'Union Européenne à l’intention des demandeurs
Notice doc 18334_2041350
APPEL A CANDIDATURE
A L’INTENTION DES ORGANISATIONS DE LA SOCIETE CIVILE DEDIEES AUX
JEUNES ET DES ENTREPRENEURS SOCIAUX DES GOUVERNORATS DE
MEDENINE ET DE TATAOUINE
Department of Defense Instruction 5143_DUSD Intelligence 24Oct14
Reissues DoD Directive (DoDD) 5143.01 (Reference (a)) to update the responsibilities and functions, relationships, and authorities of the USD(I), pursuant to the authority vested in the Secretary of Defense (SecDef) by sections 113 and 137 of Title 10, United States Code (U.S.C.) (Reference (b)), and in accordance with section 3001 et seq. of Title 50, U.S.C. (Reference (c)), as well as Public Law 108-458 (Reference (d)), Executive Order (E.O.) 12333 (Reference (e)), and E.O. 13470 (Reference (f)).
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Sheet to assit those who are creating a music act for coursework i.e to enable students to consider star image before creating music video
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Appel à proposition UE : Appui à la Société Civile en Tunisie
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This document discusses word choice in advertising and provides an example. It summarizes that concrete words had higher recall than abstract words in an experiment. It recommends using specific words in advertising and provides an application step of editing ads to add more specific words. Readers are also directed to the author's website for more information and interactive versions of the slides.
When to use favorable images
This document discusses when and how to use favorable images in advertising. It begins with an example of a Molson beer ad that associated the brand with puppies to condition women to like men who drink Molson. While clever, the ad led to protests. The document recommends pre-testing ads, especially those using favorable but unrelated images, to avoid offending people. Favorable associations are riskier for high-involvement products where the focus should be on strong arguments. It concludes by suggesting the reader apply this lesson within a week.
When to use attractive models
When an attractive model can be persuasive begins with a discussion of when physically attractive models should be used in advertising. It notes that a meta-analysis of 75 studies found that attractive models are most effective when promoting products that enhance beauty or social competence. An example is provided of an experiment comparing ads using attractive models to promote beauty enhancing products like earrings and lipstick versus problem solving products like acne cover. The document concludes by suggesting the reader examine their own firm's ads to see if the use of attractive models is proper based on the conditions discussed.
When to avoid use celebrities
Celebrities should be avoided in advertisements when the ad contains strong arguments. Research on TV commercials found that ads with strong arguments conveyed 2.4 selling points on average, while ads with celebrities only conveyed 1.4 selling points on average. Additional analyses also found that ads with celebrities had lower persuasion scores. While celebrities can help gain attention, their use should be calculated based on projected return on investment, and contracts should include escape clauses in case the celebrity becomes controversial.
When should you advertise news
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When should an ad use direct conclusions
The document discusses when direct vs indirect conclusions should be used in advertising. It notes that if resistance is not expected, direct conclusions can be used, but if resistance is expected, especially for high-involvement products, indirect conclusions are better when the arguments are strong. It provides some examples of indirect ways to conclude, such as not stating the conclusion explicitly, using innuendos, allowing the conclusion to be "overheard," or treating the claim as already accepted. Research has found direct conclusions can lead people to reassert beliefs and resist persuasion, while indirect conclusions are better at overcoming resistance.
When should an ad forewarn customers about an offer
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This document discusses which type of illustration is more effective for persuading people - an illustration showing an individual person (Illustration A) or a group shot (Illustration B). It argues that Illustration A, showing a single individual, is more persuasive because it allows people to better identify with the person in the image. Evidence from research shows that donations are higher when people see similar individuals rather than group shots or statistics about large numbers of people. The document encourages applying this lesson by setting a deadline to take a small persuasive action using an individual illustration within one week.
Using consumers to evaluate ads
This document discusses different approaches for using consumers to evaluate advertisements and provides evidence-based recommendations. It recommends only using surveys that ask about purchase intentions when presented with different ads (#3), and advises against focus groups (#1) and surveys about ad liking (#2). Focus groups and questions about ad liking can lead to biases and do not objectively measure persuasiveness. The best approach is experiments that assess how people respond to different ads. The document encourages applying these principles by testing consumer responses to ads within a week.
Using consumers to evaluate ads
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Tastes
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Short quiz on problem solving bat ball
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The document discusses a field experiment comparing response rates for a mail survey when offering a $50 payment upon completion versus including a $5 payment. The survey with the $50 promise received a 23% response rate, while the version with the $5 inclusion received 49%. It notes that people feel more obligated to reciprocate when given an actual gift rather than an empty promise. The document encourages applying this lesson by considering giving customers a small gift within a week and sharing results.
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- 1. Using Groups to analyze Data: Parallel Processing Money from Horses Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
- 2. The Horse Business “A man bought a horse named Harry for $60 and sold him for $70. Missing Harry, he bought him back for $80. Finally, he sold Harry for $90. How much money did he make in the horse business?” Solve individually (usually half the people get this correct). Spend 2 minutes. Adapted from AdPrin.com 2
- 3. The Animal Business “A man bought a horse named Harry for $60 and sold him for $70. He also bought a pig named Pete for $80 and sold him for $90. How much money did he make in the animal business?” Did your answer differ from that in the horse business? Why?
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