*Attitude Change and Interactive Communications Flashcards
What are the 6 factors that influence persuasion?
CARLSC
- consistency
- authority
- reciprocity
- liking
- scarcity
- consensus
What is ELM?
The elaboration likelihood model; assumes that once consumer receive a message, they begin to process it
What are the 2 different routes of ELM?
central route, peripheral route
Which ELM route goes:
high involvement processing > cognitive response > belief and attitude change > behaviour change
central route
Which ELM route goes:
low involvement processing > belief change > behaviour change > attitude change
peripheral route
What variables are crucial to the ELM?
message-processing involvement, argument strength, source characteristics
In low-involvement situations, how are consumers swayed?
source attractiveness & peripheral features
In high-involvement situations, how are consumers swayed?
powerful arguments
What are some determinants of source effectiveness?
source credibility, source attractiveness
What are the 2 source related biases?
knowledge bias
reporting bias
What is the definition of knowledge bias? Example?
a communicator has biased view towards an issue; example: the celebrity’s knowledge about a topic is questionable; Justin Bieber ad for diet pills
what is the definition of reporting bias? Example?
the communicator has chosen to not report certain points of view; example: celebrity knows that diet tea is a sham but markets it anyways
What is hype?
inauthentic message generated by corporate propaganda
what is buzz?
authentic message generated by customers
what is an example of hype
advertising
