B RANDING , P ROPAGANDA , AND G ENERAL S ALES T ECHNIQUES Brinshay - - PowerPoint PPT Presentation

SOCIAL INFLUENCE OF BRANDING, PROPAGANDA, AND GENERAL SALES TECHNIQUES

Brinshay C. King, Jarrod K. Murray, & Benjamin T. Pharr

WHAT IS A BRAND?

A brand is a type of product manufactured

by a company under a particular name

Brands can be associated with symbols or

logos

Brands can be used to create a company’s

personality

CLASSICAL CONDITIONING

Classical conditioning can be thought of

as learning by association

Classical conditioning allows consumers

to pair their thoughts and feeling to a particular brand

Rarely does a company change a slogan

that represents its brand

STIMULUS GENERALIZATION

Stimulus generalization is the tendency

for stimuli that are similar to the conditioned stimulus to elicit a conditioned response

Brands such as Kleenex and Band-Aid can

be associated with stimulus generalization

PROPAGANDA

Information, ideas, or rumors deliberately

spread widely to help or harm a person, group, movement, institution, nation, etc.

War propaganda is the most recognized

form of propaganda

There are different types and techniques

PROPAGANDA

War time propaganda:

PROPAGANDA

Common techniques that will be

researched:

 Word Games

Name-calling Glittering generalities Euphemisms

 False connections

Transfer Testimonials

PROPAGANDA

Common techniques that will be

researched (cont.):

 Special appeals

Plain folk Bandwagon Fear

 Logical fallacies

Bad logical connections or

propaganda?

SALES TECHNIQUES

Salesperson behavior

 Mirroring  Foot in the door technique  That’s not all technique  Call to action  Authority

SALES TECHNIQUES

Commercial techniques

 Slogans  Heuristics  Scarcity  Anchoring

Role of social status

 Brand recognition  Ostracism  Group membership

PROJECT GOALS

 To discuss the psychological underpinnings

behind branding, propaganda, and sales techniques

 To create an interactive website, including

various examples, links to research, and multimedia, to explore the use of psychology in

• ur areas of research

 To provide a resource for students and faculty

who are either well acquainted with social psychology or those who are exploring social psychology for the first time