Attitudes Formation & Change

Question 1

What is the Elaboration likelihood model?

Answer 1

It discusses the role of communication source and message in persuasion

Question 2

What are the two routes for Elaboration likelihood model

Answer 2

Central route:
Attitude formation and change result from diligent consideration of information that is central to the true merits of a message
-> Effortful processing of information central to the true merits of an attitudinal position
-> Consumers with high motivation and ability

Peripheral route:
Attitude formation and change result from cues that are peripheral to, but nonetheless associated with, a persuasive message
-> Minimal processing and simple inferencing
-> Consumers with low motivation or ability

Question 3

Describe Central route

Answer 3

Characterized by active, conscious thoughts; think about arguments carefully, systematically, and effortfully

Question 4

What elements are used in arguments in the central routes?

Answer 4

1. Facts
2. Evidence
3. Examples
4. Reasoning
5. Logic

Question 5

Describe Peripheral route

Answer 5

Characterized by limited effort and low elaboration

Question 6

What elements are used in cues in the peripheral routes?

Answer 6

1. Celebrities
2. Authority figures
3. Humor
4. Background music
5. Visual scenes

Question 7

What is Source effect?

Answer 7

The same message rendered by different people can have very different meanings

Question 8

What makes for a good source?

Answer 8

Source credibility:
Reduces perceived performance risk

Source attractiveness:
Reduces perceived social risk

Question 9

Source credibility has less impact on message acceptance when…

Answer 9

1. Consumers have confident attitudes and
2. Consumers have the ability to generate their own conclusions from the messages

Question 10

What is match-up hypothesis?

Answer 10

Attractiveness of a celebrity endorser may only enhance product evaluations if the product’s characteristics ‘match-up’ with the image conveyed by the celebrity

Question 11

What are the 2 Types of messages?

Answer 11

One-sided: Supportive arguments
Two-sided: Both positive and negative information

Question 12

How can two-sided messages be useful?

Answer 12

1. Draw attention
2. Increase credibility
3. Reduce counter-arguing
4. Effective with intelligent consumers who prefer neutral, unbiased messages
5. Effective if the negative message is about an attribute that is not extremely important

Question 13

Difference between direct and indirect comparison regarding the comparative message

Answer 13

Direct comparison:
Explicitly name and attack a specific competitor

Indirect comparison:
The implicit message of ‘our brand better than other leading brands’

Question 14

What are the advantages and disadvantages of direct comparison?

Answer 14

Advantage:
Generate attention and brand awareness
Effective for low-market share brands

Disadvantage:
When used by low market share brands must be careful as they have less credibility

Question 15

What is Mere exposure effect?

Answer 15

Consumers tend to prefer familiar products to unfamiliar ones; familiarity affects consumer attitudes through the peripheral route

Question 16

What is Truth effect

Answer 16

The more familiar an argument, the truer it is; falsehood repeated many times can appear truthful

Question 17

What is the difference between wear-out effect and habituation?

Answer 17

Habituation is more likely to affect information processing as individuals become less responsive to a stimulus