Title

“I see it, I like it, I want it, I got it”: Impression formation and persuasion through advertising appeals

Creator

Karavokyrou , Maria-Elisavet

Abstract

With the rise of social media, increasing avenues are created, allowing for advertisements in various forms to find their way into our daily lives. The present study examines how three advertisements utilize cognitive and affective techniques to persuade consumers to buy their products: A Coffee Drink; Sneakers; and Make-up. Regarding persuasion tactics, the ads were connected to the customer’s nostalgia and their need to belong in the ‘in-group’, their identity, and their desire to present themselves as young and attractive. Lastly, specific connections are made to target age groups or ethnicities that are more likely to be persuaded by each advertisement.

Keywords

advertisement,

impression formation

persuasion

Subject

Psychology

Date Available

May 22, 2025

Type

Poster

Course

PS 3526 SOCIAL PSYCHOLOGY: THEORIES & APPLICATIONS

Instructor

Ventouratos Fotinatos, Risa

Session

Poster Session

Location

Deree Corridor

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium