The Psychological Effects of Advertising...

Have you ever wondered why people buy the things that they do? Do you think that psychology plays a major role in our purchasing behaviors? This article will help you to understand consumers lifestyles, and it will show you how to make your ads appeal to people in each phase of life.

First, let’s take a brief look at the psychological stages of life, also known as Abraham Maslow’s Hierarchy of Needs. According to Maslow’s Hierarchy of Needs, we all have five major types of needs or stages of life that are listed below:

1. Stage One - Physiological needs are the basic parts of life such as food, water, shelter, air, and sleep. 

2. Stage Two - Safety needs are feeling safe and secure inside your home, feeling financially secure, and having safe relationships with friends and family members. 

3. Stage Three - Love and belonging needs are the ways you are accepted into the groups you want to be in, and the relationships you have with your friends and family. It is also the desire we have to be needed. 

4. Stage Four - Esteem needs are self esteem, giving and receiving respect, wanting power and control, as well as the need to feel valuable. 

5. Stage Five - Self-Actualization - In this stage, one feels that they have become everything that they possibly can. If you reach this stage you will have extreme amounts of peace, knowledge, and self fulfillment.

Maslow said that once you have met the needs of stage 1 you can go on to stage 2 then to stage 3, and so on. Maslow’s studies also showed us that people in the lower levels will do violent things (steal, lie, cheat) in order to fulfill these needs and move on to the next level.

 

Translating Maslow’s Hierarchy of Needs into advertising techniques and consumer buying habits

 

In order to sell a product or service, you must make consumers want your product. Contrary to belief, consumers don’t have to need your product or service in order to purchase it. Research has shown that people usually buy products that they want before they buy products that they actually need. In order for consumers to want your product you must understand their needs and lifestyles. Here’s a look at Maslow’s Hierarchy of Needs from an advertisers point of view.

Stage One - Physiological needs

People that are in Stage One probably do not have a lot of money. Food, shelter and transportation should be their main priorities. So they will buy cheaper things even if the quality is not very good because they can’t afford better quality items. These people are attracted to anything that will save them money. Other things (luxuries) seem minor to these people. 

 Advertisements for food, drink, housing, etc are directed to people at this basic level.

Stage Two - Safety needs
Consumers in Stage Two need to feel that they will be safe in the present times and in the future. They will purchase items to help them feel secure like insurance policies, retirement funds, self-defense classes, and self-defense videos and books. They will also buy things like nanny cameras, guns, and alarm systems to help protect their families and possessions.

Stage Three - Love and belonging needs
Acceptance is also a big part of this phase. Everyone likes to fit in with other people, and nobody wants to be labeled as strange, unusual or weird. People in this stage of life will follow the current trends so that they’ll be accepted by their peers.

Stage three is also the stage where people desire to be with other people. This can mean friends, family, significant others, or all of the above. Most people do not like to be alone all of the time and are attracted to items that will make them more pleasant to other people, specifically the opposite sex.
People in stage three will usually purchase the following items for the following reasons:

• magazines and anything else that will keep them updated with the latest trends
• name brand items, and trendy clothes to help them fit in and be accepted by their peers
• perfumes, colognes, make-up, satin sheets, and sexy clothes to attract the opposite sex and gain love
• self improvement books to avoid criticism and be accepted

Stage Four - Esteem needs
Once we reach stage four, we are ready to take better care of ourselves. We do things to for ourselves because we want to do them, not because Vogue Magazine said that it’s the “in thing.”
Individuality is important to these people because they are happy with themselves, have good self esteem and do not want to be like everyone else. These people will dress nice to attract praise because it makes them feel better about themselves.
Consumers in this group want others to respect them, look up to them, and value them.
People in stage four will purchase some of the following items for the following reasons:

• Work-Out equipment and healthy foods to become healthier
• Books to help them become their own boss because they want to have power and control
• Online financial investments to have complete control over their financial portfolios
• Anti-Aging cosmetics so they can look younger and have more control on the aging (or not aging as quickly) process
• Expensive clothes, cars, etc. so they will have the power to feel superior to others

Stage Five - Self-Actualization
This is the final stage, and sadly many people will never reach this part of life. However, the people that do reach stage five are happy with themselves, and the lives they have lived. They purchase things that give them enjoyment and things that will give enjoyment to others.
People in stage five will purchase some of the following items for the following reasons:

• Art, flowers, and other beautiful things to nourish their souls (Perhaps this is why we see so many elderly people working in their flower beds so often.)
• Cruises and other trips so they can enjoy themselves
• Charity items and spontaneous gifts for others because a self-actualized person feels joy when other people are happy.

  

Most advertisements appeal to a combination of needs.

 
· Need to survive – used by advertisements for food, drink, housing, etc.
· Need to feel safe – advertisements for insurance, loans and banks promise security and freedom from threats.
· Need for affiliation or friendship – adverts that focus on lifestyle choices like diet and fashion use people’s desire to be popular. They may also threaten them with failure to be liked or fit in.
· Need to nurture or care for something – advertising which shows cute animals and small children brings out this out in the viewer.
· Need to achieve - advertisements that are linked with winning, often promoted by sports personalities, tap into the need to succeed at difficult tasks.
· Need for attention – advertisements for beauty products often play on the need to be noticed and admired.
· Need for prominence – advertisements for expensive furniture and diamonds may use people’s need to be respected and to have high social status.
· Need to dominate – advertisements for products like fast cars offer the possibility of being in control through the product.
· Need to find meaning in life – advertisements for travel or music may appeal to people’s need for fulfillment.

  

(from: http://www.bpsoutdoor.com/blog/?p=7)

Science of Valentine's Day: the truth about love, sex and lust...

Men and women may know what they like, but is their behaviour governed by emotions or chemicals? Women are turned on by strong, silent types. Men think about sex every seven seconds. Women go for alpha males, but men avoid successful women. So we’re told, at any rate – but is it true? Is love dictated purely by biology, or can we still believe in the magic of romance? Let us sort the science from the clichés. 

Gentlemen prefer blondes
FALSE 

 Last month, researchers from the University of Westminster sent a woman to three different nightclubs with her hair dyed brunette, blonde and red, and recorded how many men approached her, and how they rated pictures of her. The study found that although the “blonde” received far more offers on the dance floor, the “brunette” was rated higher for perceived attractiveness and intelligence.

Does this tell us anything? In most societies, blondes are much rarer than brunettes (more than 90 per cent of us have dark hair), so it may simply be that in a dark, noisy environment, blondes stand out. In fact, most evidence shows that men’s preference is swayed more by fashion than biology. In the Sixties, brunettes took over as the epitome of beauty when Jackie Kennedy supplanted Marilyn Monroe. In the Eighties, blondes reasserted themselves – the Diana effect. 

Women prefer gloomy men
TRUE

Ever wondered why the life and soul of the party usually goes home alone? It’s because women prefer men who glower rather than smile, according to Canadian scientists. They showed about 1,000 men and women several hundred pictures of both sexes in various states of cheerfulness, and asked them to rate them in terms of their “gut feelings” of lust and desire. “Men who smile,” says Professor Jessica Tracy, “were considered fairly unattractive by women.” Psychologists believe that what attracts women is not so much gloominess but pride – a puffed-out chest, a jutting chin, a look of steely determination and mild aggression. Men, however, prefer women who looked happy, and are least attracted to those who seem proud and confident. 

Smell matters
TRUE

In Swedish folklore, to capture someone’s love, you should carry an apple in your armpit for a day then give it to your intended. There could be a grain of truth here: “We humans have very smelly armpit regions capable of producing molecules that it is difficult to see the function of, other than sexual signalling,” says Dr Peter Brennan, an expert in olfactory processing at Bristol University. A 1998 study from the University of New Mexico also showed that during their fertile periods, women prefer the smell of “symmetrical” men (see below). 

Men think about sex more than women
TRUE

All studies show that men are more likely to think about sex, and have relations with more partners – probably because in evolutionary terms, the prospect of pregnancy and motherhood meant that women needed to think carefully about potential partners. That said, the old idea that men think about sex every seven seconds has been comprehensively disproved. Recent research by scientists at Ohio University found that on average, young men think about sex every 40 minutes (about as much as food); for young women, the average is 90 minutes. 

Symmetry is a turn-on
TRUE

Well, up to a point. Back in 1991, Swedish zoologists noticed a correlation between the attractiveness of male barn owls to females and the symmetry of their feathers. On the whole, humans follow suit: it’s thought that symmetry is a marker for genetic “fitness”, since an asymmetric appearance in animals is associated with a higher level of mutation. Symmetry also acts as a marker for “averageness”, another highly attractive feature. One study, carried out by the appropriately named biologist Randy Thornhill, suggests that women even have more orgasms when their partner’s features are symmetrical. 

Women prefer tall, 'masculine’ men
TRUE

What makes a desirable man? Tastes vary – except when it comes to height. Studies show that across every society, women prefer men who are taller than the average (or just taller than they are). On the other hand, smaller women are more attractive to men. Whether this preference is cultural or genetic is unclear. But ideals of male beauty are in many ways the precise opposite of the female kind. Lots of surveys indicate that a prominent brow, a strong jaw and a strong chin are all seen as highly desirable by women, although more “feminine” looks (indicating lower testosterone levels) are preferred by those seeking a long-term partner rather than a short sexual fling. 

Opposites attract
FALSE

It is a long-cherished myth that true love often strikes those with wildly different backgrounds, temperaments or interests. But when choosing a partner, most of us are programmed to go with what we know. Research at Cornell University on 1,000 volunteers found that people look for potential mates who are “in their league” – equal in intelligence, looks and status. (For men, this trend towards equality in a female partner may be new – see below.) “We are attracted to people who like us,” says Dr Robin Gilmour, a social psychologist at Lancaster University. And that usually means people who are like us. 

Love is all down to hormones (and other chemicals)
TRUE

Love, say scientists, comes in three stages: the initial buzz of desire, followed by a deeper bond of attraction, and finally the warmth of attachment. All three are closely determined by our hormones. For unbridled lust, we have to thank the hormonal sexual sledgehammers testosterone (in both sexes) and oestrogen. The deepening bond of attraction is down to rising levels of serotonin, dopamine and norepinephrine, all of which make us feel calm and reduce anxiety. And attachment? The “cuddle hormone”, oxytocin, and another called vasopressin seem to have the effect of increasing trust and encouraging bonding. 

Men are turned off by successful women
FALSE

The rise of the alpha female is one of the most striking features of modern society. A century ago, intelligent and capable women were frustrated by laws and conventions that kept them out of the professions, and were not even seen as desirable mates. Now, such women are succeeding sexually as well as professionally. Fifty years ago, male surgeons married nurses; now they are as likely to marry other doctors. This effect is seen most strongly in IT and engineering, which until recently were strongly male-dominated. In Silicon Valley, the influx of women has led to a proliferation of high-flying techno-families. 

Women are choosier
TRUE

The growth of speed dating has been a boon to psychologists, since it offers the chance to gather huge amounts of data in almost laboratory-like conditions. And every study has found the same thing: men, given the chance, will assess their potential mates just as closely as the women. A study in 2004 found that both sexes make a decision within three seconds of seeing their potential partner, based almost entirely on looks. As might be expected, females are looking for tall, fit-looking men who can make them laugh and project a degree of material success. Males look for ideal waist-hip ratios, wide eyes, youthful, feminine faces, and clear, healthy skin. The difference is that most women hold out for something approaching their ideal, whereas men happily throw out their wishlist and make offers anyway – on average, between five and 10 times as many per speed-dating session. 

Familiarity breeds contempt
FALSE

Most assume that romance cannot survive decades of quotidian familiarity. But three years ago, researchers at Rutgers University in the US found that the brain activity of people in very long-term, reportedly happy relationships (more than 20 years together) was identical to those who had just fallen in love. Specifically, activity in the ventral tegmental area, a group of neurons that are key to intense emotion, was almost identical. There were interesting differences, though; while the euphoria remained, activity associated with obsession and anxiety was replaced by feelings of calm. 

It’s good to talk
PARTLY TRUE

In 2004, John Gottman, a clinical psychologist at the University of Washington, caused a stir when he unveiled a mathematical formula said to predict with 94 per cent accuracy whether a couple would be together four years later. According to Gottman, one important factor – more important than being madly in love, or your genetic profile – is how you have arguments (rather than how often). If strongly negative comments, sarcasm and contempt emerge more than sparingly, the relationship is almost certainly doomed.

(from : http://www.telegraph.co.uk/science/science-news/9081842/Science-of-Valentines-Day-the-truth-about-love-sex-and-lust.html)

 

All about Hugs...

There is no better way to understand the importance of hugs than to be deprived of them.

Try to recollect the last time you hugged somebody or somebody hugged you. Touch is an important component of attachment as it creates bonds between two individuals and hugging is simply a natural expression of showing that you love and care. A good hug speaks directly to your body and soul, making you feel loved and special. Hugging is a way of fulfilling the profound physical and emotional need for touch in human beings. (There is a scientific explanation for the seemingly magical qualities of a hug that researchers uncovered. Each time we hug, we increase the level of oxytocin in the blood. This hormone triggers a “caring” or "bonding" response in both men and women.)

 

Hugging:

1.      helps the body’s immune system

2.      cures depression

3.      reduces stress

4.      induces sleep

5.      revitalize

Children also benefit from hugging as it:

1. makes them feel better about themselves and their surroundings

2. makes them more loving and affectionate
3. induces and is an expression of forgiveness
4. positively affect their development and IQ
5. increases their sense of security, safety, trust and happiness
6. relieves pain
7. relieves loneliness, frustration, anxiety and other negative emotions
8. opens doors to feelings that children may need to share – reducing the likelihood of explosive behaviours
9. overcomes fear
10. eases tension
11. imparts feelings of belonging
12.transfers energy and gives the child hugged an emotional boost

Why do we hug?

Comforting

Hugs are sometimes given to comfort a distressed other person, such as when a parent hugs a crying child or when a friend hugs another who is upset over a social matter. Comfort hugs are often longer and may continue until the other person has calmed down. The signal for disengagement may well come from the other person, typically by loosening their grip or pulling slightly away.

Bonding

Hugs may be used to develop trust and create an emotional and identity-forming bond with the other person. It is joining identities for a few moments.

Affection

Hugging is often used between friends (who by definition already have a stable bond). Touching signals trust and reaffirms the bond. If you can hug a person without worrying about whether they will mind and without conscious concern as to whether this will upset them, you are likely to be showing affection. Some people, often women, use affectionate hugs quite frequently. A sad fact is that spontaneous hugging seems to be in the decline in societies where fears of abuse and litigation override the simple pleasures of an affectionate hug.

Romance

Hugging is a key part of any romantic relationship and a first hug, often given as a sign of simple affection, is a step away from a first kiss, which significantly deepens the romance. Hugging in romantic relationships is often far more frequent and of much longer duration than affection hugs. Hand positioning on the back is an important romantic signal. The lower the hand, the greater the romantic intent. A longer duration of hug also indicates greater passion.

Possession

When a man puts his arm around his female partner when there are other people about, it may be a signal to others that 'she is mine - hands off'. This may be partly protective and can have elements of jealous guarding his 'property'. A woman may also put her arms around her man when other women might seek his company.

Protection

When out in the street, a man may put his arm around his partner as a signal to her and to others that he is giving her shelter and will be prepared to fight for her safety.

Domination

A hug may also be used as an act of domination. Invading body space and taking charge of the other person's body can easily be an overt act of power, showing how the hugger does not have to ask permission and can invade at will. The domination hug may well be quickly initiated, giving the 'victim' less time to escape. It is also likely to include a stronger squeeze, indicating the power of the hugger. The disengagement may also be slower as the hugger hangs on, maybe even just to an arm, to show they are in control right to the very end.

Types of hugs 

There are many types of hugs that are used. Here is a list of many of these.

Name	Description	Meaning
A-frame hug (or triangle or teepee hug)	Leaning forward a long way, touching at top (forming triangle shape). Quick hug and push away. Little or no eye contact.	Formal greeting, often uncomfortable for both people.
Air hug	Open arms slightly to indicate beginnings of hug. Maybe hug oneself. One or both people may do this.	Greeting at a distance where real hug is difficult or could be embarrassing.
Bear hug	Full body touch, tight clasp. Possibly with growly noises or belly laughter. One person often stronger.	Strong and open affection from extraverted character. Risk of discomfort. Can be an act of domination.
Back pat	Brief hug, often upper-body only, with patting of shoulders or back. Possibly no eye contact.	Back pats are friendly but may be indicator of limited affection. In a longer hug, a back pat signals a desire to end the hug. No eye contact says 'I'm being polite but don't really care.'
Back rub	Longer and close than back pat, with rubbing of the back either up and down or in a circular movement two or three times.	More familiar and affectionate than back patting. Rubbing is closer to caressing and emulates a parent rubbing a baby to 'burp' them. When not done immediately may be a request to end hug.
Body hug	Standard hug, with both people vertical and most of the body touching. Warm embrace, not for too long. Smooth and uninterrupted disengagement.	Standard greeting of friends. Shows relaxation and comfort with the other person. May be many variations on this.
Bomb	The hugger runs up to the other person and leaps wildly onto them, possibly bearing them to the ground. There may well be multiple huggers for one person hugged.	Often congratulatory or celebratory, as when a sports team member scores points.
Butt grab	Full body hug with hands grabbing the other person's bottom, squeezing it or pulling them in. Kissing may also be involved. Hands may go straight to the bottom or may slide down to it from back.	Romantic, with strong sexual overtones. May be unwanted act of domination.
Cheek touch	Leaning forward, very light shoulder clasp, touch cheeks, possibly with kissing noise.	Polite greeting, respecting the other person's body and space.
Clinger	One person holds on for too long. The other tries to pull away but often ends up having to give in and return the longer hug.	Need for extended comfort. May be signal of desire for closer romance. May also be act of dominance.
Comforter	Hugger holding tight or maybe just gently. Hugged person may well be holding tightly. Comforted person rests head on shoulder or breast. Comforting person leans head on head of other person, patting or stroking them.	Administering of comfort to distressed other person. May be between friends, partners or parent-child.
Crusher	Overly tight bear hug. Often held for slightly more than normal hug.	May be accidental 'don't know my strength' but likely dominant show of power.
Cuddle	Full-body with heads touching and firm clasp. May include caressing and comforting words or 'mmm' sounds. Longer duration.	Very similar to the comforter hug and often with this purpose, although may also be romantic or of benefit to both people.
Dance floor hold	On the dance floor, one person puts arms around the other's neck, who puts arms around the waist. They move slowly in time to the music. Often the woman puts arms around the neck and may rest her head on the man's chest or shoulder.	Simulation of intimate embrace, even if it is 'just dancing'. May be a precursor to more romantic events later.
Entwining	Usually lying or sitting down, the whole bodies including legs are entangled together.	Highly sexual. Making two bodies 'as one'. May be used before, during and after intercourse.
Family hug	Long and firm embrace. Often between parents (or grandparents) and children (even when they are adult). Heads touching.	Display of family affection. May be for comfort, greeting or on departure.
Forced kiss	One person tries to kiss (and maybe succeeds) whilst the other pulls away or only allows a quick peck.	Poorly-judged attempt at romance or otherwise dislike of kiss by other person.
Full-on kiss	Mutual and extended lip kiss.	Successful romantic move (by both).
Group hug	People stand in circle with arms around the backs of persons either side. Heads often down and touching in the middle of the circle.	Celebration by group of people. May be ritual confirmation of togetherness.
Hand hug	Looks like shaking hands but other person's hand is grasped with two hands rather than one. Often used by politicians.	May well say 'I would like to hug you but I am too polite.' Person with hand on top may be signaling dominance.
Head envelope	The other person's head is enveloped by the arms and pulled into chest. Hugger may well be taller.	Protective and comforting. May be a a part of the comforter hug.
Lap hug	A lateral twister that leads to one person lying in the lap of the other.	Romantic. Classic sofa action.
Lateral one-arm hug	People standing or sitting side-by-side. One person puts one arm around the others and gives them a quick hug.	Quick and safe sign of approval or affection. If extended may be a comforter. Romantic if in setting such as movie seats.
Lateral twister	People standing or sitting side-by-side twist towards one another and do as best a frontal body hug as possible.	Hugging when constrained by seats. Maybe when lateral one-arm hug leads to more.
Leap and lift	One person (usually the woman) leaps into the air towards the other person and clings onto them, possibly wrapping legs around them. Other person lifts them up, possibly stepping back to absorb the impact. May continue into spin hug.	Excited and open greeting, with significant trust and affection.
Leg wrap	During close hug, one leg is wrapped around the back of the other person's legs. Typically done during long hug with caressing and kissing.	Indication of desired and actual intimacy.
Look at you	Head of other person held between two hands for short eye contact and possibly a few words. May be done before or after (or even without) body hug.	Eye contact creates closer contact and words may be significant. Can be light admonishment of a child before a forgiving hug.
Lover hug	Slow approach with touching, sliding into embrace with extended stroking and caressing.	Romantic and caring. Who knows where it may end up?
Man hug	Quick grab, touching upper body only. Patting back a couple of times. Often avoiding eye contact. Quick release and step back with brief smile. Similar in some ways to shoulder touch.	Greeting between straight male friends. Friendship but clearly nothing romantic.
Neck grab	One person throws arms around the neck of the other person and pulls them in, with heads touching closely.	Often a sign of affection. May also be seeking comfort. Can be dominant.
Open man hug	Fuller body than standard man hug, with more extended hugging. Maybe with cheek hug and head-on-shoulder.	Direct affection. May be gay or just liberated.
Pity pat hug	In a romantic situation, one person pats the other quickly a couple of times on the upper back.	This signals 'I don't want any romance.' A higher pat shows less interest and quick pats indicate a desire to disengage.
Reverse hug	One person approaches the other from behind and puts arms around waist with full-body touch and possibly leans head on shoulder. Hugged person puts hands over hugging hands and possibly leans back with head against huggers head.	Relaxed affection between trusting partners.
Rocker	Standard body hug with rocking from side to side, often with smiling and laughter.	Expression of fun-loving personality. Similar to twister hug.
Sandwich hug	One person is hugged by and between two others. The huggers' arms may reach around one another. Typically parents hugging a child.	Show of affection, comfort or celebration.
Self hug	Wrapping arms around one's own body. Maybe top arm clasping other arm. Possibly some twisting or rocking.	Self-comforting. May signal 'I would like to hug you' or 'I want you to hug me'.
Shoulder drape	One arm casually over shoulder of adjacent person. That person may have arm around hugger's back or waist (especially if the other person is shorter). Long duration.	Not so much a hug as an expression of closeness (and possibly jealous possession).
Shoulder grab	Approach as if to hug but only get as far as grabbing shoulders. Likely to have continued eye contact and arm patting.	Often used by men who see hugging as too familiar. May be tactic by one person to prevent a full hug.
Shoulder touch	Hands clasped in handshake followed by pull together, hands still holding and brief touching of shoulders or chests. May be accompanied by 'ayyy' sounds.	Very often done by men as 'safe' and not-too-intimate greeting.
Spin hug	One person (usually the man) puts arm under the other person arms, lifts them and spins them around.	Open affection. Shows closeness and trust. May indicate possession.
Spoon hug	When lying down with other person (typically in bed) and they are facing the other way, pressing part of all of body behind them (like two spoons fitting together) and put one arm around them.	Like a horizontal reverse hug. Often sustained and may occur as unconscious connection during sleep.
Twister	Body hug with oscillating rotation about a vertical axis.	Similar to the rocker hug. Shows stronger affection.
Unequal height hug	The shorter person puts arms around the waist and possibly rests head on chest. The taller person wraps arms around upper body and maybe rests head on shorter person's head.	Typically taller man and shorter woman in romantic embrace.
Upper-body hug	Similar to body hug but only touching in the upper body. May be quite quick.	Avoiding touching genitalia. Often between man-woman with no romantic connection or between two men.

Sometimes we do not feel like giving or receiving a hug - we simply do not want it. It may have something to do with the other person, or it may not - whatever, we do not feel like we want a hug. And this is okay! Often if I'm feeling like this I say to the other person something like "if you don't mind, I would prefer a shake of the hand". And if somebody says this to me, I quite understand. 

Also, it is certainly true that some people do not enjoy the hug experience. This needs to be respected. It is insulting to suggest that a person who has a different relationship barrier from most of us has a psychological hang-up just because they do not hug; a handshake can also be equally warm and friendly.

This need for touch also seems to have gotten lost in the fast-paced world we live in, where we substitute physical contact with the television, smart phones or internet.

 

So what do you prefer – a handshake or a hug or none???