Persuasive Communication

Question 1

Persuasion

Answer 1

An active attempt to create or change attitudes

Question 2

The traditional communications model

Answer 2

Source –> message –> medium –> consumers

Question 3

Updated communications model

Answer 3

Sender <–> communication medium <–> receiver

Question 4

Update view: interactive communication

Answer 4

• ‘narrowcast’ is possible
• consumers seek out messages
• consumers play proactive roles in communications

Question 5

Source effects

Answer 5

the same words by different people can have very different effects

Question 6

What makes a good source?

Answer 6

Source credibility and source attractiveness

Question 7

Source Credibility

Answer 7

Expertise: ability to make valid claims
Trustworthiness: willingness to make valid claims

Question 8

Source Bias: Knowledge bias

Answer 8

a source’s knowledge about a topic is not accurate

Question 9

Source Bias: Reporting bias

Answer 9

consumers question the source’s willingness to convey it accurately

Question 10

Internalisation

Answer 10

Adopting the opinion of a credible communicator and believing that information from this source is accurate

Question 11

Attractiveness

Answer 11

Appearance, personality, social status, similarity to the receiver

Question 12

Indentification

Answer 12

Receiver is motivated to seek some type of relationship with the source

Question 13

Celebrities as a source

Answer 13

• Increase awareness of a firm’s advertising
• Enhance both company image and brand attitudes
• Celebrity endorsements strategy can be effective in differentiating among similar products

Question 14

Social media influencers

Answer 14

People who have built a reputation for their knowledge and expertise on a specific topic, They make regular posts about that topic on their social media channels and generate large followings of people

Question 15

Types of social media influencers

Answer 15

0-10k followers - nano-influencer
10k-100k - mircro-influencer
100k-1m - macro-influencer
1m+ - mega-influencer
1m+ - celebrity influencer

Question 16

Factors influencing social media influencer effectiveness

Answer 16

Credibility, attractiveness, similarity, authenticity, parasocial interaction

Question 17

Virtual Influencers (advantages/disadvantages)

Answer 17

Advantages: reduce human mistakes, full control over behaviours and content, no contraints, novelty
Disadvantages: perceived as inauthentic or too commercialised

Question 18

Uncanny valley

Answer 18

Discomfort with something that is robotic or not “real” but is scarily similar to something human

Question 19

Message effect

Answer 19

Characteristics of the message itself help determine its impact on attitudes:
How we say the message & what we say

Question 20

Message sidedness effect

Answer 20

Pursausive effect of a one-sided or two-sided messasge on attitufe or belief change

Question 21

One-side message in ads

Answer 21

Presents only positive/supportive information/arguments

Question 22

Two-sided message in ads

Answer 22

Presents positive and negative information

Question 23

Comparative Advertising

Answer 23

Message compares 2+ recognisable brands on specific attributes

Question 24

Research findings on comparative advertising…

Answer 24

1. Enhances brand name and message recall
2. Creates more favourable brand attitudes and stronger purchase intentions
3. May lower believability and stir up source derogation

Question 25

Sex Appeal

Answer 25

Used because of their power to draw the attention of consumers to the message

Question 26

Humour Appeal

Answer 26

Humour increases attention

Question 27

Fear Appeal

Answer 27

Emphasises the negative consequences that can occur unless the consumer changes a behaviour or an attitude

Question 28

Elaboration Likelihood Model (ELM)

Answer 28

Under conditions of high involvement, we take a central route to persuasion. Under conditions of low involvement, we take a peripheral route to persuasion