*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
what is an example of buzz?
word of mouth
what is the halo effect?
the idea that people who rank high in one dimension are assumed to excel at other dimensions (eg. good looking people are smarter)
What is match up hypothesis?
when the celebrity image used in marketing matches that of the product
What is Q score for celebrity endorsers?
the familiarity of a celebrity, brand, company, entertainment product, etc. The higher the Q score, the higher regard
What is the difference between a one-sided and a two-sided argument?
one sided = supportive argument
two sided = both positive and negative information given (negative issue raised and then dismissed)
When would be fear appeals be most appropriate?
When the threat is moderate and a solution to the problem is presented
What is an example of an ad that uses an allegory?
Michelin Man
What is an example of an ad that uses a metaphor?
Car comparison to race cars
what is an example of an ad that uses resonance (play on words)?
“had it up to here with static?” bounce ad with static hair
