Graduation Year
2016
Date of Submission
11-2015
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Second Department
Psychology
Reader 1
Craig Bowman
Reader 2
Peter Uvin
Terms of Use & License Information
Rights Information
© 2015 Ryan M Farney
Abstract
Advertising has been around for thousands of years and has proven to be a valuable asset to company revenue. The methods used in advertising have been examined closely more recently, specifically from a psychological standpoint. The human brain reacts to advertisements in different ways. Low and high involvement advertisements stimulate the brain in the subconscious and conscious state effectively. While each of these advertising methods are useful, complex messaging techniques seem to stimulate recall more effectively than simple messaging. In the age of digital advertising, sponsors look to put new resources to use to ensure paid advertisements are doing their job. With data mining and location based services available, advertisers are getting more in touch with the consumer than ever before. The bombardment of advertising is changing the consumer’s eye for low and high involvement and the advertising industry will be forced to adjust yet again.
Recommended Citation
Farney, Ryan M., "The Influence Exposure Has on Consumer Behavior" (2016). CMC Senior Theses. 1251.
https://scholarship.claremont.edu/cmc_theses/1251
