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IMC 301 Week 5
| Question | Answer |
|---|---|
| Multiattribute Models of Attitudes | Aijk=Sum(Bijk)(Iik) |
| Persuasion | An active attempt to change attitudes |
| Psychological principles that influence people to change their minds or comply with a request | reciprocity, scarcity, authority, consistency, liking, consensus |
| Communications model | specifies that a number of elements are necessary for communication to be achieved: source, message, receivers, feedback |
| Source effects | A message will have different effects if communicated by a different source- credibility and attractiveness |
| Sleeper effect | a process by which differences in attitude change between positive sources and less positive sources seem to get erased over time |
| Types of sources | expert, celebrity, average joe |
| Source Biases | knowledge bias (implies a source's knowledge is not accurate) and reporting bias (when a source has the required knowledge, but willingness to convey it is compromised |
| Corporate Paradox | The more involved a company appears to be in the dissemination of news about its products, the less credible it becomes |
| Buzz vs Hype | buzz: word of mouth, viewed as authentic hype: corporate propaganda, viewed as inauthentic |
| Repetition | mere exposure- people tend to like thing that are more familiar to them |
| Two-factor theory | Fine line between familiarity and boredom |
| supportive argument | presents only positive arguments |
| two-sided message | presents positive and negative |
| Emotional versus rational appeals | Choice depends on the nature of the product and the type of relationship that consumers have with it, recall of ad better for thinking rather than feeling ads |
| Sexual appeals | sex draws attention to ad but may be counterproductive unless the product itself is related to sex |
| Humorous appeals | Distraction- humorous ads inhibit the consumer from counter arguing, increasing the likelihood of message acceptance |
| models of attitude change | cognitive dissonance, multiattribute model, persuasion |
| higher involvement comes from | relevance to self, relevant behavior, risk, price/expense |
| Fixing cognitive dissonance | changing a belief, adding a belief, eliminating a belief |
| self-perception theory | assume we observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he or she does |
| balance theory | how a person perceives relations among different attitude objects, and how he alters his attitudes so these remain consistent or balanced |
| social judgment theory | people assimilate new information about attitude objects in light of what they already know or feel- form latitudes of acceptance and rejection around attitude standard (fall into zones) |
| fear appeals | emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude |
| elaboration likelihood model | assumes that under conditions of high involvement we take the central route to persuasion- low involvement, we take a peripheral route |
| central route | high involvement, focus on arguments the marketer presents and generate cognitive responses, standard hierarchy of effects |
| peripheral route | low involvement, use other cues to decide how to react to the message, low involvement hierarchy |
Created by:
say230
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