Attitude Change & Communications Flashcards
Perssuasion Knowledge Model (PKM)
How a person deal or cope with persuassion based on the knowledge they have dveloped about it based on their past experiences
3 Types of Persuassion Knowledge
- Topic Knowledge
- Agent Knowledge
- Persuasion Knowledge
Topic Knowledge
Knowledge about the specific topic
Agent Knowledge
Knowledge about the source of persuassion
Persuassion Knowledge
Knowledge about persuassion techniques and tactics
Communication Model
Model use to change attitudes
5 Key Components of the Communication Model
- Source
- Message
- Medium
- Receiver
- Feedback
Tradittional Model
Mass advertising. Views advertising as a process of transferring information, often repeated until a new campaign replaces it.
Interactive Model
Reflects personalization and interactivity, recognizing the proactive role of consumers in shaping and seeking out messages.
Permission Marketing
Marketing strategy that seeks for consumers consent before sending them promotional efforts
6 Psychological Principles of Persuasion
- Reciprocity
- Concensus
- Liking
- Scarcity
- Authority
- Consistency
Consistency
People prefer to act consistently with past commitment
Concensus
People follow social proof and other behavior
Source Credibility
A source expertise, truthworthsiness or objectivity
3 types of credible sources
Celebrity, Expert or Typical
Biased Sources
Knowledge bias - Source’s knowledge about a topic is not accurate
Reporting bias - Source has required knowledge but source willingness to convey its compromised
Native Marketing
Marketing strategy where promotional messages are designed to blend seamlessly into the editorial content of the publications in which they appear.
Source Attractiveness
Perceived social value, physical appearance, personality and social status
Halo Effect
Cognitive bias
Beautiful people are perceived as smarter, happier, more competent “What is Beautiful is Good” Stereotype.
Match-up hypothesis
Source image and image of the brand endorsed should be align. Endorser should be selected carefully, so marketing campaign is succesfull
Spokecharacters
Animated characters created to position a brand and promote a particular brand image
Comparative Advertising
Strategy where a message compares 2 different brands or products. Effective for new products but can backfire if seen as aggressive.
Source Derogation
Viewing the source of the message negatively
Mere-expossure effect
People tend to like things that are more familiar to them, even if they were not that keen on them initially
Habituation
Wherein the consumer no longer pays attention to the stimulus because of fatigue or boredom.
Advertising wearout
Excesive exposure can create advertising wearout which can result into a negative reaction after watching too much an add.
Two-Factor Theory
The fine line between familiarity and boredom has been explained by the two-factor theory, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.
Types of Message Appeals
- Emotional Appeals
- Rational Appeals
- Humorous Appeals
- Sex Appeals
- Fear Appeals
Fear appeals
Gets attention, but self-defense mechanisms may decrease evaluative effects
Elaboration Likelihood Model (ELM)
Assumes that once an individual receives a message, they begin to process it.
Depending on the level of involvement one of two routes to persuasion will be followed.
Under conditions of high involvement, the consumer takes the central route to persuasion.
Under conditions of low involvement, a peripheral route is taken instead.
Level of Involvement
Depends or a persons perceived relevance of the product based on thieir inherit needs, values and interests.
Can depend on Product Type, Consumer type or situation
High Involvement
CENTRAL ROUTE
Influence Attitudes with :
Focus on evidence, logical, rational arguments
Utilitarian ads
High cognitive effort
Cognition predicts behavior
eg. Tech enthuasiasts
Low Involvement
Peripheral Route
Influencing attitudes with :
Focus on Affect and associations with positive or negative cues
Hedonic Ads
Low cognitive effort
Affect predicts behavior
Mass market
Influencing attitudes
Commitment and Consistency
Normative Influence
Reciprocity
Commitment and Consistency Techniques
Door-in-the-face technique
Foot-in-the-door technique
Low-ball technique
Door-in-the-face technique
Ask for big favour first , then adjust it down
Foot-in-the-door technique
Start with small request, then bigger one
Low-ball technique
Change initial smaller agreement for a bigger one
Normative Influence
We rely on others attitudes to guide our own attitude
Marketing example - 50,000,000 Elvis Fans cant be wrong !. Reviews and Testimonials
Normative Influence
Descriptive vs Injuctive Norm
Descriptive Norm- What People do (90% of Canadians Support Organ Donation)
Injuctive Norm - What People should do (But only 20% have registered as donors)
Examples of Normative Influence
Building Communitites of users
Generational Branding
Cause Marketing
Informational Conformity
The group must be right
Normative Conformity
The group is wrong but I want to fit in, I fear being excluded. Need for affiliation
