C7 Flashcards
What is High-Low Involvement?
Low Attention, Low Defense, Repetition is Key
What is High Involvement?
High Attention, High Defense, Message Content is Key
What are the Four Modes of FCB Grid?
High Involvement(Think), High Involvement(Feel), Low Involvement(Feel), Low Involvement(Think)
What are the Three Molding Attitudes through Multi-Attribute Models?
Change Perception of Attribute Level, Change Evaluation of an Attribute’s Desirability, Introduce a New Attribute
What are the six appeal types?
Emotional vs Rational, Humor, Fear, Sexual, 2 Sided vs 1 Sided, Comparative: Direct vs Indirect
What is the role of source in persuasion?
Source Credibility, Source Expertise, Source Independence, Source Attractiveness, Source Similarity
What is match up hypothesis?
The chosen celebrity should have an image similar to the Brand’s Desired Image
What is the role of an ad in high involvement situations?
To create strong brand beliefs
What is the role of an ad in low involvement situations?
Directly impact brand attitude even when it creates no brand belief
How does low involvement advertising work?
Defense are down, Repeated Exposure, Passive Processing
Active vs Passive Audience Theory?
Aad = f(support - counter arguments) - source derogation
What is Heider’s Balance Theory?
Celebrities have an influence on their fans through the products they buy
What is Attribution Theory?
An attempt to determine whether an individual’s behavior is internally or externally caused
What is self perception theory?
Theory that we acquire our attitudes by observing our behaviors
