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Persuasion Chap4
| Term | Definition |
|---|---|
| Match up Hypothesis | a celebrity endorser must be a good “fit” for the brand being endorsed Multidimensional construct – credibility isn’t a single quality but a combination of qualities a source is believed to possess. |
| Multidimensional construct | credibility isn’t a single quality but a combination of qualities a source is believed to possess. |
| Credibility | judgments made by a receiver concerning the believability of a communicator (Person or institution) |
| Expertise | (Primary) competence or qualification. A persuader must know what they are talking about or at least appear to. |
| Receiver-based construct | credibility exists in the eye of the beholder |
| halo-effect | allows communicators to carry their credibility to new, unrelated fields |
| trustworthiness | conveying ad impression of honesty and integrity |
| goodwill | displaying understanding for another person’s ideas, feelings, or needs |
| dynamism/extroversion | how energetic, animated, or enthusiastic the source appears |
| meaning transfer perspective | This view states that an endorsers public persona is projected onto a brand and then the brands image is then incorporated into the consumers self-concept |
| composure | ability to stay calm, cool, and collected. |
| sociability | source’s friendliness or likableness. |
| discounting cue | consist of a disclaimer containing negative information about the source, the message, or both. |
| parallel processing | Using primary and secondary dimensions of credibility |
| sleeper effect | under the right circumstances, the delayed impact of a message may be more effective than its initial impact. |
| dissociation | The message is separated from its source in the minds of the receivers |
| absolute sleeper effect | This occurs when a message from a high-credibility source loses favor over time, whereas a message from a low-credibility source gains favor over time |
| relative sleeper effect | the occurs when both high and low-credibility sources lose favor over time, but the high-credibility message loses more favor than the low-credibility message |
| image restoration | The process of restoring a sources credibility |
| Impression Management Theory | seeks to explain how persons go about trying to project a positive self-image. |
| Facework | Involves negotiating one’s social standing and social worth with others |
Created by:
wezitar
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