Chapter 7 Advertising and consumer choice: the powers of persuasion

Question 1

Affect

Answer 1

The seemingly intangible influences on how humans think, feel and behave, such as sound, touch, mood and atmosphere.

Question 2

Elaboration Likelihood Model (ELM)

Answer 2

One of the most widely used approaches adopted to explain how advertising persuades consumers to buy certain products is the Elaboration Likelihood Model (ELM) of persuasion.
The ELM of persuasion claims that there are two different ways in which people can respond to the information presented in an advert:
. the central route
. the peripheral route.

Question 3

The central route (ELM)

Answer 3

Careful attention to the message and cognitive elaboration.
For example, if a person is interested in getting a new mobile phone and sees an advert for a mobile phone, then the central route is taken. That person will pay close attention to the advert and information telling them about the particular advantages of that specific mobile phone, and depending on the quality of the advert’s argument and their thinking about it afterwards (cognitive elaboration), they may have a more positive attitude towards that particular phone and be persuaded to buy it.

Question 4

The peripheral route (ELM)

Answer 4

Attention to source and less cognitive elaboration to message.
For example, if the product being advertised is not relevant to them, such as a new type of shampoo, they may not pay attention to the argument presented about why they should buy that shampoo and the peripheral route is used. Instead of listening to the advantages of that type of shampoo, they may pay more attention to the quality of the source: that is, the person in the advert. This could result in a more favourable attitude towards a product, if it has been endorsed by a certain celebrity such as a footballer or actor. However, it may not always convince them to buy that product, especially if they do not admire the celebrity endorsing the product or they are not credible to endorse that product.

Question 5

Atmospherics

Answer 5

Atmospherics is the effort to design buying environments to produce specific emotional effects in the buyer that enhance his [sic] purchasing probability (Kotler, 1974, p. 50).

Question 6

Affluence

Answer 6

A high level of prosperity.

Question 7

Latching

Answer 7

To latch onto or connect with some aspect of physical or social environment or personal feeling, desire or aspiration. By latching onto something familiar or appealing in music, shoppers make a personal connection with the products on sale.
De Nora and Belcher’s (2000) account of ‘latching’.