Chapter 7

Question 0

Psychological reactance

Answer 0

Helps explain why scarcity works.

Meaning that people react against any effort to reduce their freedom of choice

Question 1

Attitude

Answer 1

a general in someone and during positive or negative feelings toward, or evaluated judgment of, some person, object, or issue.

Question 2

Peripheral Cues

Answer 2

Include such elements such as background music attractive sources scenery and graphics

Example: one may not be interested in a language program, but the attractive sources in the Rosetta Stone ad may draw one’s attention to the ad

Question 3

Elaboration

Answer 3

Refers to the mental activity in response to a message such as an advertisement.

Question 4

Motivation

Answer 4

Is high when a message relates to a person’s present consumption related goals and needs and is thus relevant to the individual.

Question 5

Ability

Answer 5

Concerns whether a person is familiar with message claims and has the necessary skills to help comprehend

Example: Literacy, knowledge.

Question 6

Central route

Answer 6

When the elaboration likelihood level is high the receiver will focus predominately on the message arguments rather than the peripheral real cues.

Figure 7.4

Question 7

Emotion based persuasion

Answer 7

When a consumer is highly involved in a message such as a TV commercial, there is a tendency to relate aspects of the message to his or her personal situation.

Example: teenagers shouldn’t drink and drive

Question 8

Message based persuasion

Answer 8

Results from processing message arguments

Question 9

Voluntary attention

Answer 9

Is willful or prior attention to the message due to its perceive the relevance pertinent to our needs.

Example: intent to purchase an advertise the product

Question 10

Involuntary attention

Answer 10

Occurs automatically or involuntarily due to an intruding stimulus

Question 11

Novel messages

Answer 11

Are unusual, distinctive, unpredictable, and somewhat unexpected

Question 12

Intense and prominent cues

Answer 12

Increase the probability of attracting attention.

Example: those that are louder, more colorful, bigger, brighter, etc.

Question 13

Beliefs

Answer 13

As a consumer subjective probability assessments, or expectations, regarding the likelihood that performing in certain act will lead to a certain outcome

Example: buying brand J – Nike air Max running shoe

Question 14

Evaluations

Answer 14

Represent the value, or importance, the consumers attached to consumption outcomes.

Example: getting into shape, improving race times

Question 15

Preference

Answer 15

Is the behavioral tendencies that exhibits self in how a person acts towards an object

Question 16

Shaping

Answer 16

Is one application by which marketers attempt to shape certain behaviors through a process of changing proceeding conditions and behaviors

Question 17

Vicarious learning/modeling

Answer 17

Is an attempt to change preferences and behavior by having an individual observe the actions of others and the consequences of those behaviors.