The Psychology Behind its Success

   You may ask, "Why only focus on Good News," and "Why would advertisers find more success in that type of marketing over another?" The answers are based on cognitive psychology, which is, "the study of the mental processes by which information from the environment is modified, made meaningful, stored, retrieved, used, and communicated to others." By using this vastly studied science, we can modify a person's view of their surroundings, society, businesses, and, life. As I have stated before, we live in a society that is so media enriched that everything in life is posted, tweeted, shared, viewed, and displayed for all to see. The biggest problem with that, is the largest majority of constant streaming information focuses only on the negative things in our world. This causes individuals to become desensitized to the evil in our world, and in return, they just accept it as the norm and conform to that lifestyle. In order to change or impact our world towards a positive existence, we must start promoting the good in our world for all to see.

   When you think about anything – dogs, happiness, movies, pizza - you are manipulating a basic ingredient of thought called concepts. Concepts are categories of objects, events, or ideas with common properties. To "have a concept" is to recognize the properties, or features, that tend to be shared by the members of the category. For example, the concept "bird" includes such properties as having feathers, laying eggs, and being able to fly. The Concept "scissors" includes such properties as having two blades, a connecting hinge, and a pair of finger holes. Concepts allow you to relate each object, event, or idea you encounter to a category you already know.
   If I list the features, "feathers, lays eggs, and flies" your mind automatically pictures some type of bird. Your concept of a bird includes all of those features, so that is the most logical assumption. Even though there are numerous types of birds in the world - robins, hummingbirds, woodpeckers, eagles, etc. - you associate the list of features to one or all of them. Using the same mental picturing and associations, we can make a mental suggestion about an advertiser, to a reader, that the business is good, uplifting, trustworthy, and worthy of their support.
While a person is reading,, which is full of positive, good, uplifting stories about people, places, events, organizations and so forth, they are in a positive mood. They assume that everything associated within the page, fits into their concept of, "Things that are good". Even though the average person reads one line at a time, their mind absorbs the entire page at once. Mentally, the business advertisement is recorded, and as the reader reads, that advertisement is being included in its list of features associated in that concept. Once that concept is formed, just like when I listed "feathers, lays eggs, and flies" jumped your mind to birds, the same will happen with that business. When a reader is driving down the road, and they see the sign of an advertiser, their mind will automatically associate it with something good, uplifting, trustworthy, and worthy of their support. I am certain that all of, advertisers want that type of association.
When the reader enters the business, they will maintain that same positive feeling, as long as the business provides a good experience. The reader turned shopper will spend more time and, likely, more money while there because their mental concept provides them with a good feeling.
   As the reader builds a concept on each business found in, they will combine the concepts into units known as propositions. A proposition is a mental representation that expresses a relationship between concepts. Propositions can be true or false. Propositions are part of the network of associations that many psychologists see as the basis for our knowledge of the world. So, hearing the name of the advertiser will activate lots of associated information about that advertiser, including the proposition about its relationship to, Sets of propositions are often so closely associated that they form more complex mental representations called a schema.
   Schemas are generalizations that we develop about categories of objects, places, events, and people. Our schemas help us to understand the world. If you borrow a friend's car, your "car" schema will give you a good idea of where to put the ignition key, where the accelerator and brake are, and how to raise and lower the windows. Schemas also generate expectations about objects, places, events, and people - telling us that stereo systems have speakers, that picnics occur in the summer, that rock concerts are loud, and so on. By using this science, we can create connections between businesses and readers that benefit both.
   By using these basic psychological processes, will create a better product than any of its competition, help advertisers with their IMAGE, and give its readers a better look on life. Being optimistic about life and society will lead to a healthier and happier existence. It is time to sit down, read actual community news, and walk away smiling, and will be that vehicle.