Chapter 9 Flashcards
(35 cards)
Social Marketers
Advertising and marketing professionals that use new media technologies, specifically social media, to attempt to influence audiences.
Elaboration Likelihood Model
A model of human perception that states that we take in information in two separate ways: central, or factual arguments, and peripheral, or secondary stimuli.
Dual Processing Theory
Using two differenct concepts to take in information
- central route- this is where we weigh up factual information and logical arguments.
- peripheral route is where is we process everything else- lights, sound, setting, and even secondary arguments.
An example of this is the debate in which John F kennedy tromped Nixon.
the elaboration likelihood model, Cialdini’s persuasion keys, and the heuristic systemic model fall under the dual processing theory
Elaboration Likelihood Model
A model of human perception that states that we take in information in two separate ways: central, or factual arguments, and peripheral, or secondary stimuli.
Cialdini said that the weapons of influence could be used to add persuasive messages in order to gain compliance without actually focusing on the messsage content itself.
What concepts are a part of Cialdini’spersuasion keys that he calls the “weapons of influence”?
(6)
Reciprocity
Social proof
Liking
Scarcity
Authority
Consistency
Recripocity
the notion that someone is doing you a favor
Social proof
everyone is doing it
Liking
the spokes-person is attractive or admired
Scarcity
The product will not be around much longer
Authority
someone with expertise vouches for the product
Consistency
staying true to your commitments
Heuristic Systematic Model
A similar model to ELM, but one that argues we are more likely to use peripheral information if we cannot or do not want to expend energy on processing a message.
Heuristics
Cognitive shortcuts we use to process information very quickly
Why do heuristic approaches not work all that well?
attitudes formed by heuristics are less stable and easier to change with counter information
If someone is less interested in the topic or product, which route are the more likely to use?
the heuristic of peripheral version, which is everything else: sounds, light, setting, etc.
If someone is very interested in the product or topic, which type of information will they be looking for?
factual or logical information, the central route.
Which route do most members of a mass audience rely on?
most of them are uninvolved so they use the peripheral cues more often.
The Theory of Reasoned Action
A model of persuasion that offers that messages influence attitudes and subjective norms, which influence behavioral intentions, which then may or may not lead to behavior change.
In simpler terms, this theory argues that attitudes do not directly chagne people’s behavior. Rather, they change what people intend to do, which might or might not lead to a change in behavior.
Opinion Leaders
People who influence others through word of mouth
Geo- positioning software
software programs that use satellite relay to determine the position of a person, place, or object on Earth.
Behavioral intentions
expressed desire to modify a behavior in the future
What do persuasuve messages really do?
they drive attitude, changes, attitudes drive intentions, and intentions drive behavior, assuming people actually buy into the idea that they can perform the behavior in question.
But how do these changes actually lead to a behavioral change?
Only if the person actually believe they can do the action.
Theory of Planned Behavior
(Behavioral Intention Approaches)
A model similar to Thoery of Reasoned Acation, but with the added argument that self-efficacy moderates the process.
