Attitude Change

Question 1

What is persuasion?

Answer 1

Effectiveness of marketing communications to change attitudes

Question 2

What are the strategies of persuasions

Answer 2

Consistency, scarcity, authority, reciprocity, liking, consensus

Question 3

What is the traditional communication model

Answer 3

Organization-> message-> medium-> consumer

Question 4

What is the updated communication model?

Answer 4

Sender-> communication medium-> receiver

(Organization and the consumer can be sender of the message)

Question 5

What is a first order response?

Answer 5

Direct marketing, transaction and sales

Question 6

What is a second order response

Answer 6

Non-transaction, customer feedback

Question 7

What is the source effect?

Answer 7

Same words but said by different people can have very different effects

Question 8

What makes a good source?

Answer 8

Credibility and attractiveness

Question 9

What is a source bias?

Answer 9

Consumer beliefs about product can be weakened by a source perceived to be biased

Question 10

What is hype?

Answer 10

Inauthentic message generated by corporate propaganda

Question 11

What is buzz?

Answer 11

Authentic message generated by customers

Question 12

What is the most important attribute of the message of an advertisement?

Answer 12

Stressing unique product attribute/benefit

Question 13

What are the positive and negatives of the message in an ad?

Answer 13

Positive :
- showing convenience of use
-showing new product/improved features
-casting background
-indirect comparison to other products

Negatives:
- extensive information on components, ingredients, nutrition
-outdoor setting
-large number of onscreen characters

Question 14

What is vividness in a message

Answer 14

Powerful description/graphics command attention and are strongly embedded in memory
Concrete discussion of product attribute

Question 15

When should you draw an explicit conclusion for the consumer?

Answer 15

Arguments are hard to follow or consumer’s motivation are lacking
New product on the market

Question 16

When should the ad use emotional appeal

Answer 16

When customer find no differences among brands especially in mature well established brands

Question 17

When is it better for ‘rational’ ads

Answer 17

Conventional ad effectiveness measures may not be effective in assessing emotional ads

Question 18

What is sex appeal

Answer 18

Nude models generate negative feelings/tension among same-sex consumer

Erotica ads draw attention, but strong sexual imagery may make consumers less likely to
- buy product
- process and recall ad’s content

Question 19

What is the humorous appeal

Answer 19

Different cultures have different humours

Humorous ads get attention because:
- source of distraction
- inhibit counter-arguing, increase message acceptance

Question 20

What is fear appeal?

Answer 20

Emphasize negative consequence that can occur unless consumer changes behaviour/attitude

Common in social marketing

Most effective when:
- threat is moderate
- solution to problem is presented
- source is highly credible

Strongest threats are not always the most persuasive

Question 21

What is comparative advertising

Answer 21

Message compares two recognizable brands on specific attributes

An ad for new product should not
- merely say it is better than leading brand
- compare itself to an obviously superior competitor

Question 22

What impacts the consumer’s level of involvement?

Answer 22

The activation of different cognitive process when a message is received (peripheral and cental route)

Question 23

What is the central route of elm?

Answer 23

High involvement processing
When the message is heavy in information
Swayed by powerful arguments

Question 24

What is the peripheral route of elm?

Answer 24

Low involvement processing
Swayed by attractiveness