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CMA chapter 11
Applications Excersise
Question | Answer |
---|---|
attitude | an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. |
Peripheral Cues | influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT |
Central Cues | influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT. |
Source Characteristics | Represents “who” delivers the message |
Appeal Characteristics | Represents “how” the message is communicated |
Source Credibility | Persuasion is easier when the target market views the message source as highly credible |
Celebrity Sources | can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer |
Sponsorship | often work in much the same manner as using a celebrity endorser |
Value-expressive appeals | attempt to build a personality for the product or create an image of the product user. |
Utilitarian appeals | involve informing the consumer of one or more functional benefits that are important to the target market. |
Attribute Framing | Only a single attribute is the focus of the frame |
Goal Framing | Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act. |
Nonverbal Components | can influence attitudes through affect, cognition, or both. |