Please read attached article, " Relationship between the Zeigarnik Effect and Consumer Attention,"
First answer the following two questions:( 1 Page for each question)
Discussion Board Question
[DBQ] #1 There is a long list of marketing gimmicks that can be used to gain a competitive edge. "Zeigarnik Effect" is one of them coined after research from a Russian psychologist Dr. Bluma Zeigarnik. Explain the effect and choose one advertisement that illustrates the Zeigarnik effect. Attach the advertisement or a link and explain how your advertisement illustrates this effect.
DBQ#2 What is another tactic you have seen (other than the Zeigarnik) that advertisers have used that gained your attention? Name one, and attach example or link.
Second comment on the following answers:(half page for each comment)
Q1: The Zeigarnik Effect refers to consumers' increased tendency to remember tasks that are left unfinished. In advertising specifically, this can be a cliff hanger or leaving a story unfinished which leaves the consumer with an uneasiness and a need for closure, which leads to a higher likelihood of making a memory and being able to recall it later on.
An example of the Zegarnik Effect at use can be seen in AT&T's attempt to stop texting while driving. The example is listed below.
https://www.youtube.com/watch?v=OVnRcIXEqaU
This commercial creates a rapport with the six characters introduced. With the commercial ending with the crash, it leaves the rest of the story unresolved. The theory is that by leaving it unfinished, it will be in the back of consumers' minds and will be present in the decision making process.
Q2: Puffery is another tactic that advertisers use in order to capture consumers attention. A strong example is fast food advertisements in their billboards, commercials, etc. Puffery is an exaggeration or false praise of a product or service when in reality, it may look less appealing or does not function as advertised. An example would be Mcdonald's Bic Mac. Mcdonald's advertisements of its Bic Mac make it seem like a large, mouth-watery, and savory burger, but in actuality, it does not look appealing at all. As for the taste, some may argue it is amazing, but in general, the Big Mac is mediocre at best, especially compared to what the advertisement conveys. Mcdonald's describes its Bic Mac as "mouthwatering perfection starts with two sear-sizzled 100% pure beef patties and special sauce, sandwiched between a sesame seed bun. American cheese, crisp lettuce, onions, and pickles top it off." This description instantly causes consumers to crave the burger. Every time I see a Big Mac commercial, I do crave eating Mcdonald's so it shows that the puffering of the Big Mac in advertisements does work. Though puffery isn't an ethical tactic, it is effective in achieving an advertisement's goal, too attract consumers and bring in revenue. Unlike the Zeigarnik effect, puffery includes all the details that would grab the consumers attention.
https://www.mcdonalds.com/us/en-us/product/big-mac.html
https://www.youtube.com/watch?v=OwaCFTSTeHM