Psychology A2 · Consumer Psychology. The idea in plain words, the rules to remember, the mistake to avoid and a worked example, written and checked by Mega Lecture.
The Yale model of communication says that persuasion depends on who says what, by which route, to whom, and in what setting. Its five features are the source, the message, the medium, the audience and the situation. A credible or attractive source and a clear message persuade more, but the effect depends on the audience.
Advertising media include print, television, the internet and smartphones. Researchers test adverts with eye-tracking, which shows where and for how long people look, and with EEG, which records electrical activity of the brain. Ciceri et al. (2020) used both to compare the same adverts in print and digital formats.
Lauterborn’s 4 Cs replace the seller’s 4 Ps with the buyer’s point of view.
Students confuse the 4 Cs with the 4 Ps. Match them in pairs: product→consumer, price→cost, place→convenience, promotion→communication.
Answer: Convenience, which replaces place.
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