Attitudes and Persuasion 2

Question 1

What is the (dated) definition of advertising?

Answer 1

Any form of non-personal paid communication aimed to inform and/or persuade target audiences about a product, service or idea

Question 2

What does ELM stand for?

Answer 2

Elaboration Likelihood Model

Question 3

What is the Elaboration Likelihood Model made up of?

Answer 3

Source message > HIGH ability and motivation or LOW ability and motivation

HA&M > central route > persuasion

LA&M > peripheral route > persuasion

Question 4

What is involved in the ELM Central Route?

Answer 4

• active engagement
• carefully attending to an argument/thinking about advert message
• systematically scrutinising advert info

Question 5

What does elaboration involve?

Answer 5

The process of carefully thinking about the advert message

Question 6

When is elaboration most frequent?

Answer 6

1) the consumer is highly motivated

2) the consumer is high in ability

Question 7

What does the peripheral route involve?

Answer 7

Not thinking carefully/not elaborating on the advert message.

Question 8

What are some of the reasons we may not follow the Central Route?

Answer 8

• cognitively lazy
• fatigued
• time pressure
• trivial product
• low motivation
• low ability

Question 9

What are the four cues that advertisers use that tend to influence behaviour via the peripheral route?

Answer 9

1) Social Proof
2) Mere Exposure
3) Humour
4) Perceived Scarcity

Question 10

What is The Bandwagon Effect and why might it occur?

Answer 10

• People have an innate drive to copy others’ decisions and behaviour (Cialdini, 2007)
• Being part of a group/following the behaviours of others, helps reduce risk and is (normally) beneficial for survival (Forsyth, 2018)