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Advertising Tricks You Won’t Notice Until Now

Advertising Tricks You Won’t Notice Until Now

My name is May Beaubrun and I’m a Board
Certified Behavior Analyst with Brett DiNovi and Associates I’d like to talk
about stimulus generalization and marketing Stimulus generalization is the tendency for the
conditioned stimulus to evoke similar responses act the response has been
invoked for example if you’re afraid of one type of sake you may exhibit fear
for other or all types of snakes or either things that look like snakes like
a garden hose that might be in the grass the most classic example of stimulus
generalization is a little Albert experiment where the researchers
condition a little boy to fear a white rat what the researchers observed was
that the boy experience seamless analyzation by also being afraid of
other similar stimuli like a dog a rabbit a fur coat Santa’s white beard
and even one of the experimenters white hair so in other words stimulus
channelization is a similar stimuli trigger that will evoke a similar
response in other words suicide nation means a similar stimuli trigger will
evoke similar responses so how similar do these stimuli need to be so what a
particular brain uses the same exact design for most of its products so whether it’s a box of funfetti or it’s
the box of red velvet cake or the toaster strudel or like the chocolate
chip break apart cookies or the cinnamon buns or whatever the case is he’s always
right there the logos on there the pill berries the Pillsbury doughboys on
everything so that as soon as you slick once you see the brand if you let’s say
you do the funfetti kake’s in Europe you’re you know a big
fan of that once you see that little guy on something else you’re like you know
what this probably isn’t bad either and you’re gonna you’re gonna grab it up and
see that girl I’m common stimuli okay exactly so that’s why people in
marketing do it the other thing that people do often is the knock off so when
a competing brand new is a similar packaging design of an already
established brand for its own product so that US consumers will confuse the
knockoff we just advertised this is kind of like
what a knockoff would be so the intention is that consumers confuse the
knockoff with the original product they’ve seen advertised so it’s kind of
like a trick to get you to buy what their product is so let’s look at a
couple of examples so we have two markers here one says Sharpie and the
other that looks like it says purple so with these two markers although the when
you pronounce them they sound very differently but they look a lot the same
the other is our Manhattan baking soda versus owning humor baking soda
again the packages look really really similar but they are indeed two
different products so on a different level what which is different but what
I’m trying to do with the hackneyed human behavior shirt is I took out
factors within the seal there’s no name in it I took out meant multiple things
so that way it’s not proprietary it’s not about Britain or sir shoes it’s
about but it still has similar factors so I I purposely did that to get away
from it being about the company but being about the science because we
already have the brand so now I want to pair the SERT the yellow circle without
all the details in it and then start making it about the concept which is
hacking behavior rather than the company so interesting I love you’re noting
those critical features illness which is which is where we’re gonna go now okay really funny they really are so it’s a
marketing tactic to try to transfer skin birth control so what you already feel
about Sharpie what you feel about oil of olay what you feel about Capri Sun and
Arm and Hammer like can you know can they get the
consumers to transfer that same similars control to their knockoff brands um
because they want to make some money so in other words get more people to buy
products because it’s it’s almost like a well-established brand with that dr.
pepper being here you guys all really nice it’s trying to be dr. pepper so how
did you guys know that so I wouldn’t kind of like tied in a little bit I got
the color what else the medical title uh yeah it’s a bull fine uh-huh I knew
there’s a lot of variability in the color and the proportions of the can
that are red yeah like I think the color schemes are
similar like there’s like red white kind of blues kind of Silver’s but like the
that the proportions I would agree with that I think something that you hit on
earlier that’s really really important to this conversation is that
generalization and discrimination are two sides of the same coin so we’re
seeing all of these cans together so it helps us to generalize these are all dr.
pepper but but typically there’s some kind of line or some kind of gradient in
and where you’re gonna stop saying this is dr. pepper and yeah and that’s that’s
you’re gonna generalize to a point and then you’re gonna discriminate and where
that line is it may be different no longer dr. pepper now dr. strapper I’m
discriminating that and I’m generalizing this so I think that you know when when
we’re talking about training to generalization teaching to
generalization consider those boundaries and things like that and it’s it’s
relevant here like where would you discriminate versus generalize that this
is dr. pepper so we can see that civilization is definitely a marking
tactic that’s used by lots of different companies

4 thoughts on “Advertising Tricks You Won’t Notice Until Now

  1. I'm seeing this quite often in the crypto and fiat stock markets. New coins and stocks will typically compare themselves to other coins or stocks that have been successful. They tend to use phrases like, "This will be the new X!" or "Y will follow the same growth that X saw last year". This directly relates to stimulus generalization because the companies will try to relate X and Y as much as possible in order to trick people into buying Y, when in fact Y may be a complete dud. People fall for this because they see X and Y as being similar. This perceived similarity leads them to believe that Y will have similar returns compared to X.

  2. This just made my day and made me understand life wow. For example I have a beard and ta toes. I have been treated different many time I have realized I am in the same package as people who commit crimes. Bald head beard and tats all over. This will help me a lot now and will understand then get upset. Also, many people have been train to fear or have been trained to dislike people who look like me.

  3. Hi Brett, This is off the subject (re: the above) I just wanted to thank Brett DINovi and assoc. for expanding into the Monmouth County area. I am so excited for the new outings the Co. is now starting to provide.

  4. I've always vaguely noticed this but never really thought about it until Ms.Beaubrun really made great points. One great example I've noticed was a lot of Cola flavored drinks are all red boxes, R.C Cola, looks almost identical to Coca-Cola for example. Though not exactly the same thing, a lot of fast food joints use the colors; red and yellow because according to research it makes us hungry. Now if one were to look at major fast food logos, how many have some of red and/or yellow in their logo? I hate to keep going off on another tangent but I love reading about secret marketing strategies, such as how expensive restaurants don't list the price to the cent, or even put a dollar sign because it looks "fancier." Another tactic used by very high end restaurants is to not even list a price! Many New York City restaurants employ this to give the diner a sense of worth for dining at such a nice fancy place. While that may sound absurd to you, to the average consumer, one might be embarrassed asking for a price or just leaving, so that restaurant may have you trapped. Great video though, I really learned a lot! Okay one more fun strategy that many people know; the reasons groceries store and the like put milk in the back is to get the person walking through the store and eventually that person might end up buying something they didn't come for just because of the over exposure to stimuli(food, drinks, whatever) in the store.

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