Did you know that most of the time we are heuristic thinkers? Ok, well it will probably help if I explained what that means. Heuristic thinking is a method of processing in which we are only "skimming the surface" of a message. We aren't thinking carefully, or systematically, but rather paying enough attention to simply be aware of the situation. Unfortunately, I think I fall into this heuristic way of thinking more often than most people. I blame it on the fact that most of the time I am multi-tasking. I think most people are that way these days. We are a busy bunch and we don't have time to listen carefully to ever message thrown at us!
But, knowing this about people makes health promotion communication a little easier. We know that in order to get our message across, we need to have a lot of cues and a lot of effective attention-getters. Because most people use this way of thinking more often, these cues and attention-getters are of the utmost importance. And for the systematic thinkers in the audience, we need to add in a little more "substance" to our message.
Beer commercials often aim to persuade the heuristic thinkers by using attractive women as the attention-getters. We shouldn't pick on the beer companies, though. Almost every commercial is aimed at the heuristic thinker in some respect. Do you ever talk to your friends or coworkers about funny commercials you've seen, but can't remember what the commercial was for? That happens to me all the time. There's a commercial about text messaging between a mother and daughter where the daughter only responds in test-lingo. I thought that commercial was pretty funny and I quote it with my coworkers all the time, but I have no idea what cell phone company it was for. Does that mean that the company failed in their mission? I obviously was attracted to the commercial but in the end, I wasn't influenced to buy their product.
3 comments:
SO! that is why I drink beer! I was wondering.
So true about the commercials. There is one out now, I assume it is about vacuumn cleaners, a lady is pushing one around in it. I have no idea what brand but I do know the commercial makes a lot of squeaky noises and that drives my two golden retrievers, Reba and Rylee, nuts!
I think that's what most commercials do to me, drive me nuts, so loud, I am always hitting the mute button on the TV.
Wait a minute---I thought all this superficial thinking and listening was because I'm menopausal!!!!!
Seriously, I believe, as a society, we are trained to be heuristic. We expect everything to be "instant"; instant messaging, instant oatmeal, etc.
I am guilt of it.
I think they use chicks to sell beer, cars, movies, and all cuz they know what attracts the male $eye$ in 3 seconds ~ LOL!
I do skim read, possibly becuz I'm a little impatient; you have to win me over quickly, plain and simple; and I don't think I'm alone in that one ...
Rosebud
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