Persuasion Theory
The psychological framework from which we operate involves the following principles:
Cialdini's Principles of Social Influence (heuristics)
Commitment, social proof, scarcity, reciprocation, authority, as well as liking the person who is persuading you.
Affect Heuristic
The affect heuristic is a heuristic, a mental shortcut that allows people to make decisions and solve problems quickly and efficiently, in which current emotion—fear, pleasure, surprise, etc.—influences decisions.
Perception Without Awareness
Perception Without Awareness is when your conscious mind doesn’t pick up on certain things in the environment, instead this information is stored subconsciously (meaning that you are not aware of something, such as an advertisement or writing that you just passed).
Priming Psychology: Perceptual Semantic Conceptual
Priming is an implicit memory effect in which exposure to a stimulus a response to a later stimulus.
Impact Path
A term we use to describe the blanketed sector of driver and pedestrian habit patterns (the route’s that walkers, cyclists, runners and drivers habitually take) with collateral messaging instruments. These paths are high density traffic routes where out-of-home advertising has the greatest impact due to sensitization.
Sensitization
Sensitization is the opposite process to habituation, i.e. an increase in the elicited behavior from repeated presentation of a stimulus.
