Research on the Application of Psychology to Advertising Design

Research Article
Open access

Research on the Application of Psychology to Advertising Design

Hanqing Li 1*
  • 1 The Warwick University    
  • *corresponding author 1128xiaobai@gmail.com
Published on 20 November 2023 | https://doi.org/10.54254/2753-7048/24/20230734
LNEP Vol.24
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-83558-127-8
ISBN (Online): 978-1-83558-128-5

Abstract

In the 21st century, the advertising landscape is witnessing significant transformations due to the widespread use of new media communication tools. The surge in internationalization of advertising campaigns and the evolving artistic and humanistic aspects of advertising present both challenges and opportunities. With a proliferation of advertisements, competition in this space intensifies, creating a novel context for consumer psychology research. This study explores the intricate relationship between new media advertising and consumer psychology. It delves into how new media advertising influences consumers’ psychological processes, with a special focus on the role of advertising creativity in shaping emotions and purchase intentions. Employing a comprehensive research approach that blends quantitative and qualitative analysis, advertising content scrutiny, and consumer psychology surveys, this research strives to unravel the complex dynamics of advertising and psychological interactions. This research leverages a multi-pronged methodology that incorporates quantitative and qualitative analyses, content scrutiny of advertisements, and surveys within the realm of consumer psychology. It seeks to answer fundamental questions regarding the impact of new media advertising on consumers’ emotional responses and purchase decisions. Specifically, it investigates how advertising creativity affects consumer emotions and the intent to purchase. This research provides valuable insights into the symbiotic relationship between new media advertising and consumer psychology. It underscores the importance of creativity in advertising as a potent tool for influencing consumer emotions and purchase intentions. By bridging the gap between these domains, this study contributes to the enhancement of advertising effectiveness and the cultivation of stronger consumer-brand connections, ushering in a new era of consumer-centric marketing strategies.

Keywords:

advertising psychology, image using, language using

Li,H. (2023). Research on the Application of Psychology to Advertising Design. Lecture Notes in Education Psychology and Public Media,24,229-233.
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References

[1]. Huang Xiting. Psychology of Advertising. Shanghai: Shanghai East China Normal University Press.2005.

[2]. Zhao Rui. Application of psychological principles in advertising. Educational Psychology, 2013 (5) : P46.

[3]. Richard M. Frankel.The Science of Empathy.Journal of Patient Experience,2017 Jun; 4(2): 74–77.

[4]. Fu, W., Wang, C., Chai, H. et al. Examining the relationship of empathy, social support, and prosocial behavior of adolescents in China: a structural equation modeling approach. Humanit Soc Sci Commun 9, 269 (2022).

[5]. Sathaporn, K., Pitanupong, J. Factors associated with the improvement of the empathy levels among clinical-year medical students in Southern Thailand: a university-based cross-sectional study. BMC Psychol 10, 128 (2022).

[6]. Scanlan, J.N., Still, M. Relationships between burnout, turnover intention, job satisfaction, job demands and job resources for mental health personnel in an Australian mental health service. BMC Health Serv Res 19, 62 (2019).

[7]. Schnurr, B., Brunner-Sperdin, A. & Stokburger-Sauer, N.E. The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity. Mark Lett 28, 241–253 (2017).

[8]. Braun-LaTour, K. A., LaTour, M. S., Pickrell, J. E., & Loftus, E. F. (2004). How and When Advertising Can Influence Memory for Consumer Experience. Journal of Advertising, 33(4), 7–25.

[9]. Anand Kumar.(2000) Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content, Journal of Consumer Psychology, 9(3), 155-166.

Cite this article

Li,H. (2023). Research on the Application of Psychology to Advertising Design. Lecture Notes in Education Psychology and Public Media,24,229-233.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Global Politics and Socio-Humanities

ISBN：978-1-83558-127-8(Print) / 978-1-83558-128-5(Online)
Editor：Enrique Mallen, Javier Cifuentes-Faura
Conference website: https://www.icgpsh.org/
Conference date: 13 October 2023
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.24
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Huang Xiting. Psychology of Advertising. Shanghai: Shanghai East China Normal University Press.2005.

[2]. Zhao Rui. Application of psychological principles in advertising. Educational Psychology, 2013 (5) : P46.

[3]. Richard M. Frankel.The Science of Empathy.Journal of Patient Experience,2017 Jun; 4(2): 74–77.

[4]. Fu, W., Wang, C., Chai, H. et al. Examining the relationship of empathy, social support, and prosocial behavior of adolescents in China: a structural equation modeling approach. Humanit Soc Sci Commun 9, 269 (2022).

[5]. Sathaporn, K., Pitanupong, J. Factors associated with the improvement of the empathy levels among clinical-year medical students in Southern Thailand: a university-based cross-sectional study. BMC Psychol 10, 128 (2022).

[6]. Scanlan, J.N., Still, M. Relationships between burnout, turnover intention, job satisfaction, job demands and job resources for mental health personnel in an Australian mental health service. BMC Health Serv Res 19, 62 (2019).

[7]. Schnurr, B., Brunner-Sperdin, A. & Stokburger-Sauer, N.E. The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity. Mark Lett 28, 241–253 (2017).

[8]. Braun-LaTour, K. A., LaTour, M. S., Pickrell, J. E., & Loftus, E. F. (2004). How and When Advertising Can Influence Memory for Consumer Experience. Journal of Advertising, 33(4), 7–25.

[9]. Anand Kumar.(2000) Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content, Journal of Consumer Psychology, 9(3), 155-166.

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