ch 13 Flashcards
(30 cards)
process that initiates, guides and maintains goal-oriented behaviours
motivation
intrinsic motivation
extrinsic motivation
-internal, self initiative to do something
-external incentive to do something
emotional marketing
-ads are designed to elicit fear, love, guilt
decisions are based on emotions such as gratification and pleasure
-hedonic
attachment theory
-consumers develop emotional ties to brands
utilitarian decisons
-based on usefulness and efficiency rather than emotions or aesthetics
logic emotion
-people percieve their own motivation as rational, and others as emotional
when someone agrees with a message =
perceive as logical
when someone disagrees with a message =
perceive as emotional
differentiates between intrinsic and extrinsic needs and emphasizes the importance of intrinsic needs for human development.
maslows hieraarchy of needs
Anger- differential appraisals perspective
-anger appeals that evoke more negative feelings increase central processsing
-Anger appeals that evoke feelings of confidence tend to
-decrease central processing as they feel their anger has been validated
extended parallel process model of fear appeals - Dual process model
ignore it -dismisses the fear
danger control- coping strategies for avoiding/preventing a threat
fear control- nonconstructive worry, panic
how confident someone feels that they can take action to handle a threat or danger effectively
perceived efficacy
response efficacy
believing the recommended action or steps will effectively reduce or eliminate the danger
ex ) response efficacy
someone tells you wearing a seatbelt can save your life in a crash, you have high response efficacy if you believe that’s true.
self efficacy
-whether the person feels capable of taking those actions themselves
examples of self efficacy
You may know that going to the gym improves health (response efficacy), but if you don’t think you have the time, energy, or motivation to go, your self-efficacy is low.
how to maximize the effectiveness of fear appeals - create an ad that
-ensures the threat is severe enough to engage central processing
-provides specific recommendations/actions that can be taken to avoid the harm
inducing negative emotions can be effective but the drawbacks are
-pity; too much of it results in avoidance
-guilt; excessive use may result in annoyance, sense of manipulation
-shame; too much of it may result in avoidance, lower sself-esteem
Humour is common in
-advertising, classroom, social media
functions of humour in persuasion
-captures attention
-increases liking for the source and brand
-enhancing source credibility
warmth appeals
-common
-includes friendliness aand good feeling
ex) walmart greeter, snuggles fabric softener
How our perception of something changes depending on what its compared to or placed next to
-contrast effect
