Applications Excersise
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| attitude | an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
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| Peripheral Cues | influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT
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| Central Cues | influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT.
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| Source Characteristics | Represents “who” delivers the message
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| Appeal Characteristics | Represents “how” the message is communicated
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| Source Credibility | Persuasion is easier when the target market views the message source as highly credible
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| Celebrity Sources | can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
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| Sponsorship | often work in much the same manner as using a celebrity endorser
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| Value-expressive appeals | attempt to build a personality for the product or create an image of the product user.
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| Utilitarian appeals | involve informing the consumer of one or more functional benefits that are important to the target market.
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| Attribute Framing | Only a single attribute is the focus of the frame
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| Goal Framing | Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act.
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| Nonverbal Components | can influence attitudes through affect, cognition, or both.
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Created by:
emvannoy
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