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MG308A > ATTITUDE AND PERSUASION > Flashcards

ATTITUDE AND PERSUASION Flashcards

1
Q

Attitude

A

a lasting, general evaluation of people (including oneself), objects, brands, ads, or issues

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2
Q

Valence/ evaluation of attitude

A

+ or -

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3
Q

How to measure strength /magnitude

A

Accessibility
Confidence
Persistence
Resistance
CAPR

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4
Q

ABC’s of attitude

A

Affect
Behaviour
Cognition

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5
Q

What does affect stand for

A

emotions, feelings, motivation for attitudinal behaviour

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6
Q

What does behaviour stand for ?

A

intentions, actual actions (purchasing, voting, studying) - millions are spent on polls, focus groups, and surveys.

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7
Q

What does cognition stand for

A

mental processes and thoughts, organises the response to the object, determines how the object is perceived, categorised, etc.

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8
Q

Having a favourable attitude does not equal

A
  1. Being satisfies with a product
  2. Being emoitionally attached
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9
Q

What is satisfaction

A

typically a one-time response to an episode of consumption.

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10
Q

What are the two types of attitudes

A

Explicit and implicit

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11
Q

What are explicit attitudes

A

consciously held beliefs and values
-have access to them and can sel-report
-predict through thoughtful purchases

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12
Q

How are explicit attitudes measured?

A

On a numbered scale
E.g How much do you like Hilton hotels?
I hate them 1 2 3 4 I love them

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13
Q

What is an implicit attitude

A

Exist outside of consciousness
-more spontaneous and difficult to control
-may be unwilling or unable to self-report
-predict spontaneous choices and impulse purchases

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14
Q

What is the link between explicit attitudes and behaviour

A

They need motivation, ability, and opportunity to implement attitudes.
-More specific attitude measurements will generally be more predictive.

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15
Q

How do we measure implicit attitude

A

Implicit Association Test (IAT)

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16
Q

What is the Implicit Association Test (IAT)

A

-Two attitude objects are pitted against each other
-Measures strength of implicit associations and predicts automatic behaviour
-Measures errors and reaction time

17
Q

Elaboration

A

the extent to which a person thinks about the issue-relevant arguments contained in a message

18
Q

What are the two routes to persuasion

A

Central : careful processing of information in message
Peripheral: heuristic processing of information in message

19
Q

What is the attitude change used when the central route is used

A

depends on strength of arguments in the message

20
Q

What attitude change is used when the peripheral route is used

A

Depends on the presence of persuasive cues

21
Q

What determines the route of persuasion

A

1.Motivation
-Personal relevance/involvement
-Accountability
-Need for cognition
2.Ability
-Intelligence
-Distraction (cognitive load)
-Time pressure
-Message complexity

22
Q

What is the central route of persuasion

A

High involvement, cognitive analysis of brand features and benefits
Arguments are based on perceived strengths
Creates more enduring attitudes related to behavioural intention

23
Q

What are the two types of arguments

A

Strong = generate favourable thoughts
Weak = generate unfavourable thoughts

24
Q

What is the peripheral route to persuasion

A

Low involvement, emotional analysis of situation and feelings

25
Q

What are cues (peripheral route)

A

Create interest in a message even if there is little interest in the product itself

26
Q

What are the two types of cues

A

Source messages: originator of message - physical attraction, celebrities etc.
Message factors: the content itself - repetition, number of arguments, sex appeal, humour etc.

27
Q

What are the 6 peripheral factors used in persuasion

A
  1. Consistency
    1. Liking
    2. Reciprocity
    3. Scarcity
    4. Social Proof
    5. Authority
      CASSRL
28
Q

Authority

A

Source credibility, trustworthiness, expertise
More credibility = higher attitude change

29
Q

Consistency

A

Commitment, foot-in-the-door, public accountability

30
Q

Consistency and sunk-cost bias

A

Multiple sources:
-waste aversion
-reputation
No one wants to be viewed as inconsistent or a quitter…

31
Q

Liking

A

Physical attraction, familiarity, similarity, praise
-People more likely to agree with their own gender (lunch study)
-34% of Ps help with english paper with different bdays
-62% of Ps help when bdays match

32
Q

Reciprocity

A

Small gifts, give and take, charitable appeal
-20% of people sent Christmas cards back to strangers “Phil and Joyce”

33
Q

Door-in-the-face technique

A

persuasive strategy that involves making a large, unreasonable request first, followed by a smaller, more acceptable one.
-contrast between the two requests makes the second one seem more reasonable and appealing, increasing the likelihood of compliance.

34
Q

Scarcity

A

Shortage, discontinuations, long waiting lines, distance
-Participants who viewed the scarcity ad threw more punches to the defenseless opponent than those who viewed the control ad

35
Q

Social proof

A

Influence on peers, social networks, testimonials and petitions
-more passerby when Ps looked up, than not looking
-The more flyers on the floor increased the littering of flyers at amusement park
-Frequency of towel reusing was most popular when local norm message was used - 75% of the guests who stayed in this room…

36
Q

When might persuasion tactics backfire

A

Reactance: a motivational state directed toward a re-establishment of the free behaviours which have been eliminated
When you want to do something because you are not allowed to

37
Q

Two intrusions on freedom relevant to consumer behaviour

A

Persuasion attempts
Persuasion knowledge
Restricted access
Consequences= wanting original choice more + decreases liking source of restriction

38
Q

What us the magic of number of positive claims

A

3
>3 produces scepticism when trying to persuade someone

39
Q

An illustration

A

Non-persuasion conditions : goal is not to persuade participants to adopt a particular belief, attitude, or behaviour.
-Reading Consumer Report Article about cereal brand being healthier
Persuasion condition: cereal brand having new packing showing the cereal is healthier

The perceived quality of cereal is greater from reading Consumer Report

MG308A (12 decks)

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