ch 8 attitude change and persuasion

Question 1

Elaboration Liklihood Model

Answer 1

2 routes to persuasion- central and periphrial

Question 2

what is elaboration

Answer 2

in memory- relating new info to existing schemas in persuasion- critically analyzing a message in light of whats known and believed *cog shortcut- form atttiude without getting involed i.e. wear lab coat- i trust you

Question 3

central route

Answer 3

ad is intersting and relevant takes more cog power, consuemrs form attributues based on careful and effortful analysis

Question 4

supportive argument

Answer 4

present agreement w message (sounds great!)

Question 5

counterarguments

Answer 5

express disagreement w message (this will never work)

Question 6

source derogations

Answer 6

discount the source (this guy is lying)

Question 7

peripheral route

Answer 7

when people do not have time and motivation to think carefully they may form an opinon about a brand i.e. source attractiveness source expertise excecitional elements of an ad (ie humor) MAC/PC ad

Question 8

research evidance for ELM

Answer 8

either current yr or in 10 years either weak or strong some 3 some 9 arguments strong argumetns were most favorable and in 1 0 years

Question 9

factors thata ffec persuasion- message source

Answer 9

many messages delivered by a spokesperson ie a celeb

Question 10

source credibilty

Answer 10

source is able and willing to provide useful and unbiased info trustworthyand qualfications are relvant to product

Question 11

source impact

Answer 11

big influence when not a lot of knowledge or attitude akready established

Question 12

source attractiveness

Answer 12

how much people like communicator- halo- one charactertisc on overal eval, not just physical apperance

Question 13

credibility v attractiveness

Answer 13

attractive celeberties more effective when they prmote products w high social risk ie clothes ie tennis player premote raquet

Question 14

match up hypothesis

Answer 14

celeb must be similar to product being endorsed

Question 15

sleeper effect

Answer 15

peoeple remeber message better than the source over time ways for info to persaude you

Question 16

pictures

Answer 16

affective bc capture a lot of info in a single chunk provid vivid info about the product

Question 17

repetition

Answer 17

adv enhance consumers ability to process retain message and be persauded by it dis too much repetition leads to wear out

Question 18

habitution

Answer 18

no longer pays attention to bc of boredom/fatigure

Question 19

two factor theory

Answer 19

fine line btw familiarity and boredom

Question 20

positve affact

Answer 20

increases familiary reduces uncertainty

Question 21

negative affect

Answer 21

boredom increases w each exposure

Question 22

one sided messages

Answer 22

only present positve of ad

Question 23

two sided messages

Answer 23

postive and negatives of afd

Question 24

drawing conclusions

Answer 24

consumers are more likely to think about a message when the conclusiion of an ad is left ambiguous

Question 25

comparative ads

Answer 25

direct ad comparison indirecy average comparion ex company x

Question 26

emotional appeal

Answer 26

positive emotions attract consumers to an offering negative emotions create anxiety

Question 27

fear appeal

Answer 27

stress the negativ condquences of either engaging or not engaging on a particular behavior

Question 28

compliance

Answer 28

challegne behavior directly without concern for changing attitudes

Question 29

automoaticaly principle

Answer 29

limit time and resources to have to make automoatic descion

Question 30

consistency principle

Answer 30

pressued to be consitant

Question 31

foot in door technique

Answer 31

comply w big reswust after commiting to little one

Question 32

low ball technique

Answer 32

secure intial commitment on baisis of incomplete information then change the term of deal i.e. add on costs