Persuasion (5)

Question 1

________- involves attempts by a person or group to convince another person toadopt a given position or behaviour

its everywhere!!!!

Answer 1

persuasion

Question 2

when persuasion is direct it is called ______ persuasion, when it is subtle is it called _______ perusasion

Answer 2

pure

borderline

Question 3

E.g., person wearing t-shirt with political message on it – are they trying to persuade others or not?

Answer 3

persuasive intent is not always apparent, but we often assume that the are trying to persuade us if that’s how it appears

Question 4

the ____ _____ began the modern study of persuasive communications

what were they trying to figure out?

Answer 4

the yale group

trying to figure out what makes a persuason communication effective

Question 5

the yale group made the ______-______ approach

a theory that studies how individuals process and respond to ________ _______.

Answer 5

The message-learning approach

persuasive messages

Question 6

the message-learning approach:

what are the three elements of a persuasive message

Answer 6

the source (expertise, attractiveness)

the communication itself (arugment)

the target (recipient) of the message

Question 7

the message-learning approach:

describe the three elements focused on my the yale group

Answer 7

source - source’s expertise, credibility, likeability, and physicalattractiveness

communication itself - argument quality

audience - characteristics of a target pthat might influence their likelihood of being persuaded (eg. age, intelligence, distractions

Question 8

the massage learning approach:

The _______ refers to the means by which a persuasive communication is delivered (ie. face to face, over TV, social media)

Answer 8

channel

Question 9

the message learning approach:

yale group looked at “Who says what to whom, how, and with what effect?”

where:
“who” is the ______
“what is the ______
“whom” is the ______
“how is the” _______
“what effect is the” _____-_____ ______

Answer 9

“who” is the subject
“what” is the message
“whom” is the target/audience
“how” is the channel
“what effect” is the post-attitude change

Question 10

the message learning approach:

what three things impact the source

Answer 10

credibility
the liking principle
physical attractiveness

Question 11

the message learning approach:

what must a source possess to be consiered credible

Answer 11

competence/expertise

trustworthiness

Question 12

the message learning approach:

Smart and knowledgeable individuals are more persuaded by sources with ______

Answer 12

expertise

Question 13

a source can increase their credibility by saying something _______ about a product in addition to something ______

Answer 13

negative

positive

Question 14

“It tastes awful. And it works.”

that is the slogan for buckleys, why is it good

Answer 14

syas something good and bas = increasing source credibility

Question 15

wayne gretski endorsed food, clothing, and a bunch of other random things

how did this impact his credibility? why?

Answer 15

the more products a celebrity endorses, the less trustworthy s/he appears to be

Question 16

define how the liking princeple works

Answer 16

We want / feel obligated to comply with people we like (e.g., friends, family members, celebrities)

Question 17

experiment: the liking princeple

servers instructed to either lightly touch the arms or customers when bringing the bill or not

results

Answer 17

-customers tipped higher and saw restaurant more favourable when they were touched

displays the liking princeple

Question 18

we are easily persuaded by people whom we find _______ _______

_______ ______ - what is beautiful is assumed to be good, trustworthy

Answer 18

physically attractive

halo effect

Question 19

order effects in terms of strongest part of arguments:

Strong last = _______ order
Strong argument first = _______ order
Strong in middle = _______ order

______ and _______ are best

Answer 19

Strong last = climax order
Strong argument first = anticlimax order
Strong in middle = pyramid order

climas and anti climax are best

Question 20

Xime and Kristina hold a debate

Xime goes first, Kristina goes second

a week later, a vote is held to decide who wins

who’s speech are we more likely to remember, specifically due to what

Answer 20

primacy effect dictates we are more likely to remember the speech we heard first (Xime)

Question 21

Xime and Kristina hold a debate

Xime goes first and kristina goes second

votes is held right after

who’s speech are we more likely to remember

Answer 21

recency effect says klristina will win/beremebered

Question 22

A ______-______ arugment acknowledges both the pros and cons of an issue and often includes a refutation of the opposing side

Answer 22

Two-sided arument

Question 23

A ____-_____ argument focuses only on presenting the arguments or information that support a particular viewpoint or position

Answer 23

one-sided

Question 24

is a two-sided or one-sided argument better

Answer 24

two-sided

…provided that the message refutes opposition arguments

Question 25

in a __________ argument a person explains why some claim they are making is true and some opposing claim is not

Answer 25

refutational argument

Question 26

pros of refutational arugments

Answer 26

enhance credibility of speaker provide cogent reasons why opposing argument wrong

Question 27

_______-______ refers to relying on external or internal cues to guide behaviour

Answer 27

self-monitoring

Question 28

differentiate between high and low self-monitoring

Answer 28

High SMs: gain social approval Low SMs: being consistent, true to self

Question 29

exp: presented high- and low self-monitors with bottles of perfume had them rate the appeal of the perfumes ona scale from 1 to 10 what were the two indep vars, and the one dependent

Answer 29

independent: 1 - performance quality - pleasantness of smell (good or bad) 2 - attractiveness of bottle (high vs low SM) dependent: 1 - rating they gave perfume on scale from 1 to 10

Question 30

exp: presented high- and low self-monitors with bottles of perfume results?

Answer 30

For low self-monitors, what mattered most was the smell of the perfume; they were less influenced by the attractiveness of the bottle For high self-monitors, what mattered most was the attractiveness of the bottle, regardless of the smell of the perfume! -they likely saw the possession of a pretty bottle as good for their social image

Question 31

ELM: Two Routes to Persuasion explain them the systemic route of processing

Answer 31

central route - thoughtful consideration of relevant information - persuaded by strong arguments

Question 32

in the systemic route Message recipients have to be ______ and ______ to engage in systematic processing why?

Answer 32

motivated and able -thinking carefully about and argument can be effortful, difficult

Question 33

ELM: Two Routes to Persuasion the peripheral route of processing is also known as what? explain this type

Answer 33

occurs when people rely on cues (heuristics) to make judgments about the message, without thinking carefully about the arguments

Question 34

"Experts know what’s best" "I trust the recommendations of people I like" these are examples of ______

Answer 34

heuristics

Question 35

Exp: Effect of Personal Relevance (Petty cacioppo and goldman) Students read message in favor of comprehensive exams (mandatory to graduate) conditions: - 3 vs. 9 arguments - Weak vs. strong arguments - Low personal relevance vs. high personal relevance (wether they would have to take the exam) results when PV was high? low?

Answer 35

When personal relevance was high, the strength of the arguments was more persuasive than the number of arguments. When personal relevance was low, the number of arguments was more persuasive than the strength of the arguments.

Question 36

where there is low personal relevance _______ processing occurs when it is high _______ processing occurs

Answer 36

heuristic central

Question 37

What do ads want to do? ________ one product from the next, even if those products are: virtually ______

Answer 37

differentiate identical

Question 38

why to ads want to differentiate between identical products? how do they do this?

Answer 38

to make people aware of your brand so it stands out among similar products they target AFFECTIVE attitudes/behaviour so that you actually purchase the product

Question 39

_____ _____ ads try to convince audience that a product has good qualities/features they are ______-based: Highlight product features; present statistics, performance data, results of studies these target ______-______ processing

Answer 39

hard sell ads information-based central-route processing

Question 40

what is a soft-sell ad

Answer 40

Use the peripheral route; heuristic processing “style over substance”

Question 41

Example of hard sell ad (Volkswagen Beetle) VWs have been rejected for surface scratches barely visible to the eye; this preoccupation with detail means the VW lasts longer, requires less maintenance, and depreciates in value less than any other car; "We pluck the lemons, you get the plums." what type of advertising is this?

Answer 41

hard-sell central route

Question 42

E.g., Budweiser’s “best buds” ad featuring a horse and a puppy (and saying nothing about the beer itself) what ype of ad is this

Answer 42

soft-sell ad

Question 43

image ads warth appeals humour appeals sex appeals needs apeals these are all examples of what

Answer 43

soft-sell ads

Question 44

______ ads attempt to draw ______ using famous ppl, attractive ppl, models they aim for your to _______ with the _______ (want to be like them)

Answer 44

image ads conncetions Identification with source → want to be like them

Question 45

Viginia slims used female empowerment slogan: “you’ve come along way, baby” Marlboro introduced the Marlboro man = masculine ideal, and became very popular Camel Brand cigarettes used characters to draw young adults and teens these are examples of _______ ads

Answer 45

image ads (soft sell)

Question 46

soft sell ads: ______ ______- try to arouse positive feelings, which will be associated with product (conditioning) Emphasize family, friends, sense of belonging (e.g., patriotism), nostalgia

Answer 46

warmth ads

Question 47

E.g., Diet pepsi ad associated the drink with gen x wanting to feel young again this is an example of _____ ______

Answer 47

warmth appeals

Question 48

soft sell ads: ______ ______ use jokes to facilitate persuasion via ________ route

Answer 48

humour appeal peripheral

Question 49

what three things do humour appeals do

Answer 49

capture attention distract from content increase liking

Question 50

_______ humour has an advantage over _______ humour in humour appeals

Answer 50

Related humour has an advantage over unrelated humour

Question 51

soft sell ads: _____ appeals sex sells bruv Grab attention, but typically _____ _______ for _______

Answer 51

sex appeals Grab attention, but typically lower recall for product

Question 52

soft sell ads: ______ appeals Ad tries to evoke a need and then promote itself as the solution (e.g., hunger or thirst)

Answer 52

need appeals

Question 53

give example of an ad slogan that uses need apeal

Answer 53

Sprite: obey your thirst Snickers satisfies

Question 54

The Listerine ad in the 1920s created a need appeals strategy by introducing the term "Halitosis" explain

Answer 54

"Halitosis" = bad breath to make people aware of a problem (bad breath) and then present Listerine as the solution to this need

Question 55

soft sell ads often make use of what two things

Answer 55

catchy jingles (or popular songs) slogans

Question 56

slogans tend to ______ when they use a _____ and/or are ______ give example

Answer 56

"stick" when they use a rhyme and/or are short E.g., I’m lovin it, Sunway Eat Fresh, What happens in Vegas stays in Vegas, Just do it, Gillette, the best a man can get

Question 57

soft sell ads dont operate through _________ rather through ______ _______

Answer 57

information peripheral cues ie. feelings, images, associations, needs.

Question 58

Advertising can be Camouflaged as Entertainment E.g., ______ ______ in TV shows and movies

Answer 58

product placement

Question 59

_________ marketing is an advertising approach that borrows the concept of _________warfare, or the element of ________, to communicate with target audiences.

Answer 59

Guerrilla marketing is an advertising approach that borrows the concept of “guerrilla” warfare, or the element of surprise, to communicate with target audiences.

Question 60

give the examples discussed in class of Guerilla marketing campaigns

Answer 60

Ad for bounty - giant coffee cup spilled clothing company dressed the wall street bull in their new underwear

Question 61

dating back to the 1950s, companies have used ________ messaging

Answer 61

subliminal

Question 62

Subliminal = presented for less than ______ ms

Answer 62

200

Question 63

A theatre owner claimed that his subliminal messages embedded in a movie increased sales of popcorn by 58% and Coke by 18% explain

Answer 63

it was a hoax! he was trying to generate publicity despite this, may people believe that subliminal messaging is used

Question 64

Product placements on TV and movies may be ____________, may be ____________, but not “subliminal” why not subliminal

Answer 64

blantant subtle products are always presented for a length of time such that they can be perceived consciously

Question 65

Nike used controversial football player Colin Capernick to present their slogan “dream crazy” "Dream Crazier" ad featured Serina Williams and listed the unfair double-standards faced by women athletes, “they call us crazy, show them what crazy can do” these are examples of ads as ______ ________ what may be the problem with them

Answer 65

social activism -is it possible to be both trying to sell products and at the same time trying to advocate for social justice

Question 66

______ ______ refers to hiring undercover marketers to visibly use a product in public

Answer 66

“Roach Baiting”

Question 67

give an example of roach baiting hint: operation fake tourist

Answer 67

operation fake tourist – company sends actors around in public with their fancy new camera, they ask bystanders to take a pic for them and talk up the camera’s features

Question 68

viral marketing on social media includes ________ _______ Measuring public response to product in real time

Answer 68

sentiment tracking

Question 69

why do companies do sentiment tracking

Answer 69

-if there’s a negative response they can make a change right away Word of Mouth is more powerful than any ad!

Question 70

______ _______ campaigns often combine facts with emotional appeals E.g., MADD E.g., SPCA ads -highly emotional ads

Answer 70

Public awareness

Question 71

Public Awareness campaigns often use ______ ______ A persuasive message that arouses fear in an attempt to change people’s attitudes/behaviour E.g., government produced PSAs about danger of COVID

Answer 71

fear appeals

Question 72

for fear appeals to be effective, they must: 1. make people feel __________ 2. give specific recomendations for avoiding _____ ________ 3. make people feel _______ of carrying out recommended action (self-efficacy)

Answer 72

1. make people feel vulnerable 2. give specific recomendations for avoiding negative stimulus 3. make people feel capable of carrying out recommended action (self-efficacy)

Question 73

fear appeals: 1. make people feel vulnerable 2. give specific recomendations for avoiding negative stimulus 3. make people feel capable of carrying out recommended action (self-efficacy) in these steps: 2 = ______ efficacy 3 = ______ efficacy

Answer 73

2 = response efficacy 3 = self efficacy

Question 74

Video: anti-cocaine commercial didn’t work well cause the girl in the story was very _______ and ________ at the end of the night even though she was at the hospital, there was more _______ than ______ portrayed Negative consequences were not _______ enough directed target to resources but not exact ______

Answer 74

Video: anti-cocaine commercial didn’t work well cause the girl in the story was very attractive and survived at the end of the night even though she was at the hospital, there was more pleasure than pain portrayed Negative consequences were not specific enough directed target to resources but not exact steps

Question 75

define innoculation

Answer 75

Exposure to weak arguments against one’s position can strengthen the original position

Question 76

exp: Inoculation: McAlister et al., 1980 Grade 7 students exposed to ______ arguments in favor of smoking control school and incoculted school were compared how did they get innoculated

Answer 76

weak arguments Generated counterarguments (students)