8 Persuasion Flashcards

1
Q

Attitudes

A
  • Initiator
  • Component (Affective - Cognitive - Behavioral)
  • Component Manifestation (Emotions - Beliefs about attributes - Customer Behavior about attributes)
  • Attitute (overall orientation towards obj)
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2
Q

Multi Attibute model

A

A = sum (B * I)

A = attitude consumer towards brand
B = belief of customer of extent to which the brand product posess an attribute
I = importance weight given to attribute of brand
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3
Q

Attitude Formation

A
  • Consistency Principle
  • Self-Perception Theory
  • Balance Theory
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4
Q

Persuasion

A

Persuasion is the active attempt to change attitudes

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5
Q

Dilution Effect

A

More important the quality of an argumentation than the quantity

-> The repetition of ads doesn´t reinforce the positive effect but only auments the negative aspects of ads for the customers

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6
Q

Communication Elements

A

Sender -> Communication Medium <- Receiver

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7
Q

Source Credibility

A

a communicator’s expertise, objectivity, or trustworthiness

  • Discaimer
  • Fake News
  • Sleeper Effect
  • Native Advenrtisement
  • Knowledge Bias
  • Reporting Bias
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8
Q

The Source

A

Source Attractivenes
Star Power
Spokescharacters

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9
Q

The Source

A

Source Attractivenes
Star Power
Spokescharacters

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10
Q

The Message

A

Pictures vs. Words
Repetition
Structure of the Argument
Comparative Ads

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11
Q

Message Appeals

A

Emotional vs. Rational
Sex Appeals
Humor Appeals
Fear Appeals

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12
Q

Elaboration Likelihood Model

A

Communication ->

  1. -> High involvement -> Cognitive Response -> Change in Attitude / Beliefs -> Change in Customer Behavior
  2. -> Low Involvement -> Belief Change -> Change in Behavior -> Change in Attitude
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13
Q

Summary Persuasion

A

Now, You Know…

…that attitudes have a cognitive, affective, and behavioral component
…we form attitudes in several ways
…how marketers try to change our attitudes

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