2016电大广告心理学期末重点复习必备小抄【精心整理】

电大广告心理学期末重点复习必备小抄1广告心理学广告心理学是研究广告活动与消费者相互作用过程中产生的心理现象及其存在的心理规律的科学科学的心理观心理是脑的机能，人的心理是人脑对客观现实的主观能动的反映。一、心理是脑的机能。二、心理是人脑对客观现实的反映。三、心理的反映是主观能动的反映，不是镜子式的反映。四、人的心理具有社会性是人类社会生活的产物，离开了人类社会，即使有人的大脑，也不能自发地产生人的心理。广告心理学的研究领域1、广告作用于消费者的心理机制2、广告诉求的心理依据3、广告表现的心理规律4、广告媒体接触心理5、广告构成要素与广告效果的关系6、广告效果及其测量方法7、消费者的心理差异8、消费者对广告的反应9、品牌心理广告心理学的研究方法一、调查法1、访谈包括结构式访谈和无结构式访谈2、问卷调查包括（1）结构说明、指导语、问题（2）类别开放式、封闭式（3）注意事项为被调查者着想二、实验法1、实验室实验2、自然实验三、作品内容分析法1、确定问题2、选择资料3、培训人员4、评分编码5、统计分析实验法指在严格控制的条件下，有目的地给被试者某种刺激，以引发他的某种行为反应，从而加以研究，找出某种心理活动的规律，或者说找出事物的某种因果联系访谈法是通过访谈者和受访者的交谈,了解受访者对一些问题的看法、态度等的方法。结构式访谈与无结构式访谈的优缺点对比结构式访谈优点谈话易控制简练，省时内容可量化。缺点受访者处于被动不易深入非结构式优点气氛轻松受访者易吐出心中真言。缺点费时费事难以量化广告心理学的效应模式AIDAAIDA理论是广告理论中较为经典的观点。既可以认为是广告创作原则，也可以认为是消费者接受广告的心理过程。AIDA就是英文ATTENTION（注意）、INTEREST（兴趣）、DESIRE（欲望）、ACTION（行为）的头一个字母组成。意思是广告作用于视听者的心理历程是首先引人注意，即从周围对象中指向和集中于特定广告，接着对引起注意的广告发生兴趣，而后产生占有广告产品的愿望，最后导致消费者产生购买该广告产品所诉求的行为。第一本广告心理学的作者H盖尔1900年出版广告心理学2感觉现象包括1、感觉适应感觉器官受到刺激的持续作用，刺激强度不变，但人的感受却越来越弱的现象。2、感觉对比同一感觉器官接受不同的刺激而使得感受性发生变化的现象。3、联觉某种感觉发生导致另一种感觉和其表象出现的现象。消费者知觉的特性1）整体性2）选择性3）理解性4）恒常性整体性任何一个事物都是由各个部分组成的。当客观事物作为刺激物对人发生作用的时候，通过感觉器官，大量离散的感觉信息传送至大脑，然后大脑按照一定的规则将他们组成某个整体或完形。这种把事物各个部分有机的结合在一起的特性，称为知觉的整体性或完形。1完型2境联效应心理学研究表明，尽管知觉对象由许多个别属性组成，但是人们并不把对象感知为若干个相互独立的部分，而是趋向于把它知觉为一个统一的整体。在认知商品的过程中，消费者经常根据消费对象各个部分的组合方式进行整体性知觉。之所以如此，是由于通过整体知觉可以加快认知过程，同时获得完成、圆满、稳定的心理感受。这一特性的表现形式有接近性在空间位置上相互接近的刺激物容易被视为一个整体；相似性刺激物在形状和性质上相似，容易被当做一个整体感知；闭锁性刺激物的各个部分共同包围一个空间时，容易引起人们的整体知觉；连续性当刺激物在空间和时间上具有连续性时，易被人们感知为一个整体。除根据消费对象各部分的组合方式进行整体认知外，知觉的整体性还表现在对消费对象各种特征的联系与综合上。人们通常把某种商品的商标、价格、质量、款式、包装等因素联系在一起，形成对该商品的整体印象。知党的整体特性使消费者能够将某种商品与其他商品区别开来。当环境变化时，可以根据消费对象各种特征间的联系加以识别和辨认，从而提高知觉的准确度。影响消费者注意广告的消费者个体因素需要与动机、态度、适应性身心状况广告自身因素大小与强度、色彩与运动、位置与隔离、对比、新颖性、信息展示方式与信息量如何使广告作品引人注意1、增大刺激的强度绝对强度和相对强度2、增强广告的新异性3、增强广告的趣味性4、运用人们感兴趣的材料5、利用刺激的变动性6、增强广告信息的对比度7、选择适当的投放时机和空间8、增加广告的重复率结合实际分析如何增强消费者对广告（信息）的记忆增强广告记忆的方法1、减少信息的数量2、增加刺激的维度3、利用直观、形象的刺激物4、利用理解5、利用重复如何增强广告的理解力（1）广告所提供的信息要充分、具体（2）广告内容要符合消费者的知识、经验、情感、动机3）广告宣传要有连贯性和一致性提高消费者对广告理解力的方法“好空调，格力造”改为“精品空调，格力创造”3主要的学习理论1联结理论经验主义。认为经验，特别是感性经验是知识的唯一来源。经验主义的特征是2学习的认知理论理性主义认为理性是知识的最初来源，感觉提供的原始资料只有按照心某种先天的组织和结构进行解释，才有意义。3人本主义学习观现象论采取现象学的观点，研究人对环境事物的主观经验。认为人的行为是由他对外部世界的知觉决定的，而不是由外部世界决定的。人们生活在自己知觉的主观世界之中。这种主观世界是一种现象的实在，而不是物质的实在。要点我们各人是按照我们观察自己和周围世界的方式去行动的。建立一定的认知地图。刺激与反应的联系是间接的，以观念、意识为中介。重视学习的内部过程与条件，重视人的主观能动性。形成SR联结。刺激与反应之间的关系是直接重视学习的，无观念、意识的中介。外部条件与过程，忽视内部过程与条件学习是情感与认知相结合的整个精神世界的活动。学习过程是学生的一种自我发展、自我重视，是一种生命的活动，而不是为了生存的一种方式。联结理论认知理论人本主义二、三大理论体系的主要学习观点榜样学习的过程1注意期榜样的特征观察者的特点以及他们之间的关系2保持期象征性演练或外显的练习活动3动作形成期再现4动机过程个人选择的内部动态、意图、自我调控、自我效能和自我评价联想的规律1、接近律2、对比律3、类似律4、因果律记忆表象感知过的事物不在眼前而在头脑中重现出来的形象，称之为记忆表象。它是同形象记忆有关的回忆结果。记忆的表现形式再认回忆4广告说服广告说服究其实质，就是通过广告活动，让消费者对广告、品牌以及企业产生良好的态度，让消费者产生购买欲和购买行为。广告认知态度购买欲购买（广告/品牌）（品牌）（品牌）态度的心理成分1、认知成分对客体的信念、评价2、情感成分与客体有关的情绪感受3、行为倾向行为反应的准备状态行为态度情景消费者态度的效果层级1、理性层级。认知情感行为2、低涉入层级。认知行为情感3、经验层级。情感行为认知4、行为层级。行为认知情感消费者卷入“消费者卷入”指消费者主观上感受到的客观商品、商品消费过程以及消费环境等与自我的相关性。纯暴露理论纯暴露理论RBZAJONC,1968只要广告暴露于消费者，就可以使消费者产生积极态度偏好。著名心理学家扎乔尼克（ZAJONC）在1968年提出一种经验性的观点。他认为只要广告暴露让消费者接触到，就足以使消费者对新异物体产生积极的态度。扎乔尼克用一系列的实验研究证实简单地因为接触，就会导致偏好的产生，甚至在人们还没有对接触的信息进行认知加工时也是如此。在一项研究中，扎乔尼克及其合作者用一系列多边形图形让受试者看一下，然后又成对地呈现给他们，问受试者哪一个他们已看过，哪一个他们比较喜欢。结果发现，即使看过的与没看过的再认成绩没有差别，但受试者还是比较喜欢他们看过的多边形。有趣的是，受试者口头报告的关于他们选择的原因都与是否看过无关，而与诸如形状吸引人有关1996年吉布森（GIBSON）的研究也证实了这种观点。吉布森对3对广告采用平衡设计在3大网络频道播出。次日随机访问7600家庭以测量品牌态度、突出性、意识和购买、优惠选择。结果指出，电视广告单一暴露能够改变成熟品牌的品牌态度；单一暴露的可能性效果的范围很大，从非常好到非常差。按照扎乔尼克的这一理论观点，广告宣传只要让消费者“见到或听到产品”就行了，至于广告说什么、怎么说，消费者是否记住广告、记住广告产品，都是次要的。无论如何，扎乔尼克的这一理论观点是很难让人接受的，不过它也给我们这样的启示，广告一定要做，至少要让人“见到或听到”你的产品。广告说服机制的综合模式综合模式精细加工可能性模式（ELM）PETTYTHEBALLWASTHEOBJECTIVETOSCORE,THEBALLHADTOBESHOTTHROUGHAHORIZONTAL,ELEVATEDGOALTHETEAMWITHTHEMOSTPOINTSATTHEENDOFANALLOTTEDTIMEPERIODWINSEARLYINTHEHISTORYOFBASKETBALL,THELOCALYMCASPROVIDEDTHEGYMNASIUMS,ANDMEMBERSHIPINTHEORGANIZATIONGREWRAPIDLYTHESIZEOFTHELOCALGYMDICTATEDTHENUMBEROFPLAYERSSMALLERGYMSUSEDFIVEPLAYERSONASIDE,ANDTHELARGERGYMSALLOWEDSEVENTONINETHETEAMSIZEBECAMEGENERALLYESTABLISHEDASFIVEIN1895,AND,IN1897,THISWASMADEFORMALINTHERULESTHEYMCALOSTINTERESTINSUPPORTINGTHEGAMEBECAUSE1020BASKETBALLPLAYERSMONOPOLIZEDAGYMNASIUMPREVIOUSLYUSEDBYMANYMOREINAVARIETYOFACTIVITIESYMCAMEMBERSHIPDROPPED,ANDBASKETBALLENTHUSIASTSPLAYEDINLOCALHALLSTHISLEDTOTHEBUILDINGOFBASKETBALLGYMNASIUMSATSCHOOLSANDCOLLEGESANDALSOTOTHEFORMATIONOFPROFESSIONALLEAGUESALTHOUGHBASKETBALLWASBORNINTHEUNITEDSTATES,FIVEOFNAISMITHSORIGINALPLAYERSWERECANADIANS,ANDTHEGAMESPREADTOCANADAIMMEDIATELYITWASPLAYEDINFRANCEBY1893ENGLANDIN1894AUSTRALIA,CHINA,ANDINDIABETWEEN1895AND1900ANDJAPANIN1900FROM1891THROUGH1893,ASOCCERBALLWASUSEDTOPLAYBASKETBALLTHEFIRSTBASKETBALLWASMANUFACTUREDIN1894ITWAS32IN81CMINCIRCUMFERENCE,ORABOUT4IN10CMLARGERTHANASOCCERBALLTHEDEDICATEDBASKETBALLWASMADEOFLACEDLEATHERANDWEIGHEDLESSTHAN20OZ567GTHEFIRSTMOLDEDBALLTHATELIMINATEDTHENEEDFORLACESWASINTRODUCEDIN1948ITSCONSTRUCTIONANDSIZEOF30IN76CMWERERULEDOFFICIALIN1949THERULESETTERSCAMEFROMSEVERALGROUPSEARLYINTHE1900SCOLLEGESANDUNIVERSITIESESTABLISHEDTHEIRRULESCOMMITTEESIN1905,THEYMCAANDTHEAMATEURATHLETICUNIONAAUCREATEDASETOFRULESJOINTLY,STATEMILITIAGROUPSABIDEDBYASHAREDSETOFRULES,ANDTHEREWERETWOPROFESSIONALSETSOFRULESAJOINTRULESCOMMITTEEFORCOLLEGES,THEAAU,ANDTHEYMCAWASCREATEDIN1915,AND,UNDERTHENAMETHENATIONALBASKETBALLCOMMITTEENBCMADERULESFORAMATEURPLAYUNTIL1979INTHATYEAR,THENATIONALFEDERATIONOFSTATEHIGHSCHOOLASSOCIATIONSBEGANGOVERNINGTHESPORTATTHEHIGHSCHOOLLEVEL,ANDTHENCAARULESCOMMITTEEASSUMEDRULEMAKINGRESPONSIBILITIESFORJUNIORCOLLEGES,COLLEGES,ANDTHEARMEDFORCES,WITHASIMILARCOMMITTEEHOLDINGJURISDICTIONOVERWOMENSBASKETBALLUNTILWORLDWARII,BASKETBALLBECAMEINCREASINGLYPOPULARINTHEUNITEDSTATESESPECIALLYATTHEHIGHSCHOOLANDCOLLEGELEVELSAFTERWORLDWARII,ITSPOPULARITYGREWAROUNDTHEWORLDINTHE1980S,INTERESTINTHEGAMETRULYEXPLODEDBECAUSEOFTELEVISIONEXPOSUREBROADCASTOFTHENCAACHAMPIONSHIPGAMESBEGANIN1963,AND,BYTHE1980S,CABLETELEVISIONWASCARRYINGREGULARSEASONCOLLEGEGAMESANDEVENHIGHSCHOOLCHAMPIONSHIPSINSOMESTATESPLAYERSLIKEBILLRUSSELL,WILTCHAMBERLAIN,ANDLEWALCINDORKAREEMABDULJABBARBECAMENATIONALLYFAMOUSATTHECOLLEGELEVELANDCARRIEDTHEIRFANSALONGINTHEIRPROFESSIONALBASKETBALLCAREERSTHEWOMENSGAMECHANGEDRADICALLYIN1971WHENSEPARATERULESFORWOMENWEREMODIFIEDTOMORECLOSELYRESEMBLETHEMENSGAMETELEVISIONINTERESTFOLLOWEDTHEWOMENASWELLWITHBROADCASTOFNCAACHAMPIONSHIPTOURNEYSBEGINNINGINTHEEARLY1980SANDTHEFORMATIONOFTHEWNBAIN1997INTERNATIONALLY,ITALYHASPROBABLYBECOMETHELEADINGBASKETBALLNATIONOUTSIDEOFTHEUNITEDSTATES,WITHNATIONAL,CORPORATE,ANDPROFESSIONALTEAMSTHEOLYMPICSBOOSTSBASKETBALLINTERNATIONALLYANDHASALSOSPURREDTHEWOMENSGAMEBYRECOGNIZINGITASANOLYMPICEVENTIN1976AGAIN,TELEVISIONCOVERAGEOFTHEOLYMPICSHASBEENEXCEPTIONALLYIMPORTANTINDRAWINGATTENTIONTOINTERNATIONALTEAMSTHEFIRSTPROFESSIONALMENSBASKETBALLLEAGUEINTHEUNITEDSTATESWASTHENATIONALBASKETBALLLEAGUENBL,WHICHDEBUTEDIN1898PLAYERSWEREPAIDONAPERGAMEBASIS,ANDTHISLEAGUEANDOTHERSWEREHURTBYTHEPOORQUALITYOFGAMESANDTHEEVERCHANGINGPLAYERSONATEAMAFTERTHEGREATDEPRESSION,ANEWNBLWASORGANIZEDIN1937,ANDTHEBASKETBALLASSOCIATIONOFAMERICAWASORGANIZEDIN1946THETWOLEAGUESCAMETOAGREETHATPLAYERSHADTOBEASSIGNEDTOTEAMSONACONTRACTBASISANDTHATHIGHSTANDARDSHADTOGOVERNTHEGAMEUNDERTHESEPREMISES,THETWOJOINEDTOFORMTHENATIONALBASKETBALLASSOCIATIONNBAIN1949ARIVALAMERICANBASKETBALLASSOCIATIONABAWASINAUGURATEDIN1967ANDCHALLENGEDTHENBAFORCOLLEGETALENTANDMARKETSHAREFORALMOSTTENYEARSIN1976,THISLEAGUEDISBANDED,BUTFOUROFITSTEAMSREMAINEDASNBATEAMSUNIFICATIONCAMEJUSTINTIMEFORMAJORTELEVISIONSUPPORTSEVERALWOMENSPROFESSIONALLEAGUESWEREATTEMPTEDANDFAILED,INCLUDINGTHEWOMENSPROFESSIONALBASKETBALLLEAGUEWBLANDTHEWOMENSWORLDBASKETBALLASSOCIATION,BEFORETHEWNBADEBUTEDIN1997WITHTHESUPPORTOFTHENBAJAMESNAISMITH,ORIGINALLYFROMALMONTE,ONTARIO,INVENTEDBASKETBALLATTHEINTERNATIONALYMCATRAININGSCHOOLINSPRINGFIELD,MASSACHUSETTS,IN1891THEGAMEWASFIRSTPLAYEDWITHPEACHBASKETSHENCETHENAMEANDASOCCERBALLANDWASINTENDEDTOPROVIDEINDOOREXERCISEFORFOOTBALLPLAYERSASARESULT,ITWASORIGINALLYAROUGHSPORTALTHOUGHTENOFNAISMITHSORIGINALTHIRTEENRULESREMAIN,THEGAMESOONCHANGEDCONSIDERABLY,ANDTHEFOUNDERHADLITTLETODOWITHITSEVOLUTIONTHEFIRSTINTERCOLLEGIATEGAMEWASPLAYEDINMINNESOTAIN1895,WITHNINEPLAYERSTOASIDEANDAFINALSCOREOFNINETOTHREEAYEARLATER,THEFIRSTFIVEMANTEAMSPLAYEDATTHEUNIVERSITYOFCHICAGOBASKETSWERENOWCONSTRUCTEDOFTWINENETSBUTITWASNOTUNTIL1906THATTHEBOTTOMOFTHENETSWEREOPENIN1897,THEDRIBBLEWASFIRSTUSED,FIELDGOALSBECAMETWOPOINTS,FOULSHOTSONEPOINT,ANDTHEFIRSTPROFESSIONALGAMEWASPLAYEDAYEARLATER,THEFIRSTPROFESSIONALLEAGUEWASSTARTED,INTHEEAST,WHILEIN1900,THEFIRSTINTERCOLLEGIATELEAGUEBEGANIN1910,INORDERTOLIMITROUGHPLAY,ITWASAGREEDTHATFOURFOULSWOULDDISQUALIFYPLAYERS,ANDGLASSBACKBOARDSWEREUSEDFORTHEFIRSTTIMENONETHELESS,MANYRULESSTILLDIFFERED,DEPENDINGUPONWHERETHEGAMESWEREPLAYEDANDWHETHERPROFESSIONALS,COLLEGIANS,ORYMCAPLAYERSWEREINVOLVEDCOLLEGEBASKETBALLWASPLAYEDFROMTEXASTOWISCONSINANDTHROUGHOUTTHEEASTTHROUGHTHE1920S,BUTMOSTTEAMSPLAYEDONLYINTHEIROWNREGIONS,WHICHPREVENTEDANATIONALGAMEORAUDIENCEFROMDEVELOPINGPROFESSIONALBASKETBALLWASPLAYEDALMOSTEXCLUSIVELYINTHEEASTBEFORETHE1920S,EXCEPTWHENATEAMWOULD“BARNSTORM“INTOTHEMIDWESTTOPLAYLOCALTEAMS,OFTENAFTERALEAGUEHADFOLDEDBEFORETHE1930SVERYFEWGAMES,EITHERPROFESSIONALORAMATEUR,WEREPLAYEDINFACILITIESSUITABLEFORBASKETBALLORWITHAPERFECTLYROUNDBALLSOMEWEREPLAYEDINARENASWITHCHICKENWIRESEPARATINGTHEPLAYERSFROMFANS,THUSTHEWORD“CAGERS,“OTHERSWITHPOSTSINTHEMIDDLEOFTHEFLOORANDOFTENWITHBALCONIESOVERHANGINGTHECORNERS,LIMITINGTHEAREASFROMWHICHSHOTSCOULDBETAKENUNTILTHELATE1930S,ALLPLAYERSUSEDTHETWOHANDSETSHOT,ANDSCORESREMAINEDLOWBASKETBALLINTHE1920SAND1930SBECAMEBOTHMOREORGANIZEDANDMOREPOPULAR,ALTHOUGHITSTILLLAGGEDFARBEHINDBOTHBASEBALLANDCOLLEGEFOOTBALLINTHEPROS,FIVEURBAN,ETHNICTEAMSEXCELLEDANDPLAYEDWITHALMOSTNOCOLLEGEGRADUATESTHEYWERETHENEWYORKORIGINALCELTICSTHECLEVELANDROSENBLUMS,OWNEDBYMAXROSENBLUMEDDIEGOTTLIEBSPHILADELPHIASPHASSOUTHPHILADELPHIAHEBREWASSOCIATIONANDTWOGREATBLACKTEAMS,THENEWYORKRENAISSANCEFIVEANDABESAPERSTEINSHARLEMGLOBETROTTERS,WHICHWASACTUALLYFROMCHICAGOWHILETHESETEAMSHADSOMENOTABLEPLAYERS,NOSUPERSTARS,SUCHASBABERUTH,JACKDEMPSEY,ORREDGRANGE,EMERGEDTOCAPTURETHEPUBLICSATTENTIONASTHEYDIDINOTHERSPORTSOFTHEPERIODTHESAMEWASTRUEINCOLLEGEBASKETBALLUPUNTILTHELATE1930S,WITHCOACHESDOMINATINGTHEGAMEANDITSDEVELOPMENTWALTER“DOC“MEANWELLATWISCONSIN,FORREST“PHOG“ALLENATKANSAS,WARD“PIGGY“LAMBERTATPURDUE,ANDHENRY“DOC“CARLSONATPITTSBURGHALLMADESIGNIFICANTCONTRIBUTIONSTOTHEGAMESDEVELOPMENTZONEDEFENSES,THEWEAVE,THEPASSINGGAME,ANDTHEFASTBREAKINTHEDECADEPRECEDINGWORLDWARII,FIVEEVENTSCHANGEDCOLLEGEBASKETBALLANDALLOWEDITTOBECOMEAMAJORSPECTATORSPORTIN1929,THERULESCOMMITTEEREVERSEDADECISIONTHATWOULDHAVEOUTLAWEDDRIBBLINGANDSLOWEDTHEGAMECONSIDERABLYFIVEYEARSLATER,PROMOTEREDWARD“NED“IRISHSTAGEDTHEFIRSTINTERSECTIONALTWINBILLINMADISONSQUAREGARDENINNEWYORKCITYANDATTRACTEDMORETHAN16,000FANSHEDEMONSTRATEDTHEAPPEALOFMAJORCOLLEGEBALLANDMADENEWYORKITSCENTERINDECEMBER1936,HANKLUISETTIOFSTANFORDREVEALEDTHEVIRTUESOFTHEONEHANDEDSHOTTOANAMAZEDGARDENAUDIENCEANDBECAMETHEFIRSTMAJORCOLLEGIATESTARSOONTHEREAFTER,LUISETTISCOREDANINCREDIBLEFIFTYPOINTSAGAINSTDUQUESNE,THUSENDINGTHEEASTSDEVOTIONTOTHESETSHOTANDENCOURAGINGAMOREOPENGAMEINCONSECUTIVEYEARSTHECENTERJUMPWASELIMINATEDAFTERFREETHROWSANDTHENAFTERFIELDGOALS,THUSSPEEDINGUPTHEGAMEANDALLOWINGFORMORESCORINGIN1938,IRISHCREATEDTHENATIONALINVITATIONTOURNAMENTNITINTHEGARDENTODETERMINEANATIONALCHAMPIONALTHOUGHPOSTSEASONTOURNAMENTSHADOCCURREDBEFORE,THENITWASTHEFIRSTWITHMAJORCOLLEGESFROMDIFFERENTREGIONSANDPROVEDTOBEAGREATFINANCIALSUCCESSTHENATIONALCOLLEGIATEATHLETICASSOCIATIONNCAACREATEDITSOWNPOSTSEASONTOURNAMENTIN1939BUTDIDNOTRIVALTHENITINPRESTIGEFORSOMETIMETHE1940SSAWSIGNIFICANTCHANGESFORCOLLEGEBASKETBALLPLAYERSBEGANUSINGTHEJUMPSHOTAFTERKENNYSAILORSOFWYOMINGWOWEDTHEEASTWITHITIN1943THEBEHINDTHEBACKDRIBBLEANDPASSALSOAPPEARED,ASDIDEXCEPTIONALBIGMENBOBKURLANDATOKLAHOMAAMWASALMOSTSEVENFEETTALLANDGEORGEMIKANATDEPAULWASSIXFEETTENINCHESWHILEKURLANDHADPERHAPSTHEBETTERCOLLEGECAREERANDPLAYEDINTWOOLYMPICS,HECHOSENOTTOPLAYPROFESSIONALBALL,WHEREASMIKANBECAMETHEFIRSTDOMINANTSTARINTHEPROSTHEIRDEFENSIVEPLAYINSPIREDTHERULEAGAINSTGOALTENDINGBLOCKINGASHOTONITSDOWNWARDFLIGHTADOLPHRUPP,WHOPLAYEDUNDERPHOGALLEN,ALSOCOACHEDTHEFIRSTOFHISMANYTALENTEDTEAMSATKENTUCKYINTHATDECADEHOWEVER,IN1951,RUPPANDSIXOTHERCOACHESSUFFEREDTHROUGHAPOINTSHAVINGSCANDALTHATINVOLVEDTHIRTYTWOPLAYERSATSEVENCOLLEGESANDSERIOUSLYINJUREDCOLLEGEBASKETBALL,PARTICULARLYINNEWYORK,WHEREFOUROFTHESEVENSCHOOLSWERELOCATEDWHILETHEGAMESURVIVED,THENCAAMOVEDITSTOURNAMENTAWAYFROMMADISONSQUAREGARDENTODIFFERENTCITIESEACHYEARANDTHENITSPRESTIGEBEGANTODECLINEPROFESSIONALBASKETBALLREMAINEDADISORGANIZEDANDSTODGYSPORTUPUNTILTHELATE1940S,WITHBARNSTORMINGSTILLCENTRALTOTHEGAMEANDMOSTPLAYERSSTILLUSINGTHESETSHOTIN1946,HOWEVER,HOCKEYOWNERS,LEDBYMAURICEPODOLOFF,CREATEDTHEBASKETBALLASSOCIATIONOFAMERICABAAINTHEEASTTOFILLTHEIRARENAS,BUTFEWFANSCAME,EVENAFTERJOEFULKSOFPHILADELPHIAINTRODUCEDTHEJUMPSHOTTHEBAASRIVAL,THENATIONALBASKETBALLLEAGUE,HADEXISTEDSINCETHE1930S,HADBETTERPLAYERS,LIKEMIKANOFTHEMINNEAPOLISLAKERS,BOBDAVIESOFTHEROCHESTERROYALS,ANDDOLPHSHAYESOFTHESYRACUSENATIONALS,BUTOPERATEDINMUCHWORSEFACILITIESANDDIDNOTDOMUCHBETTERATATTRACTINGAUDIENCESIN1948,PODOLOFFLUREDTHELAKERS,ROYALS,ANDTWOOTHERTEAMSTOTHEBAAANDPROPOSEDAMERGEROFTHETWOLEAGUESFORTHE19491950SEASONTHERESULTWASTHENATIONALBASKETBALLASSOCIATIONNBA,WITHPODOLOFFITSFIRSTCOMMISSIONERTHESEVENTEENTEAMLEAGUESTRUGGLEDATFIRSTBUTSOONREDUCEDITSSIZEANDGAINEDSTABILITY,INLARGEPARTBECAUSEOFMIKANSAPPEALANDPODOLOFFSSKILLSDESPITETHEPOINTSHAVINGSCANDAL,COLLEGEBALLTHRIVEDINTHE1950S,LARGELYBECAUSEITHADPROLIFICSCORERSANDMOREGREATPLAYERSTHANINANYPREVIOUSDECADEFRANKSELVYOFFURMANANDPAULARIZINOFVILLANOVABOTHAVERAGEDOVERFORTYPOINTSEARLYINTHEDECADE,WHILECLARENCE“BEVO“FRANCISOFTINYRIOGRANDECOLLEGEINOHIOAMAZEDFANSBYSCORING116POINTSINONEGAMEWHILEAVERAGING50PERGAMEFORASEASONTHEDECADEALSOWITNESSEDSOMEOFTHEMOSTTALENTEDANDCOMPLETEPLAYERSEVERTOMGOLAATLASALLE,BILLRUSSELLATSANFRANCISCO,WILTCHAMBERLAINATKANSAS,ELGINBAYLORATSEATTLE,JERRYWESTATWESTVIRGINIA,ANDOSCARROBERTSONATCINCINNATI,ALLHADPHENOMENALSKILLSTHATHAVESINCEBEENTHEMEASUREOFOTHERPLAYERSANDIN1960ONEOFTHEBESTTE