Persuasion Is Local

The Huffington Post:

I do my best to avoid advertising. I don’t have cable TV. I listen to public radio. But I can’t avoid it completely. I was reminded of that recently when I went to see one of the big summer blockbusters at a local theater. I had to get to the theater early to avoid sitting right up front, but that meant I had to endure 20 minutes of advertising that the theater used to keep me “entertained” while I waited for the start of the show.

As I sat in the theater, I looked at the diverse audience. There were young kids there with parents. There were packs of teens. There were grandparents taking grandchildren. There was also a racial and ethnic mix in the crowd. So, how can the same ad reach all of these people?

On the one hand, it is clear that a big part of advertising is just exposing people to a product or brand. Research on mere exposure going back to the 1960s shows that people like things better when they have seen them before than when they are new. I have written about the effects of mere exposure in other blog entries.

Read the whole story: The Huffington Post

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