Chapter 7: Persuasion Flashcards
Define Attitude.
General and sometimes enduring +/- feeling toward some person, object, or issue.
What are the components of attitude?
- Cognitive (knowledge, thoughts, beliefs)
- Affective (feelings, evaluation)
- conative ( behavioural intentions)
What is TACT?
- Target of behaviour
- Specific action
- Context in which behaviour occurs
- Time when it occurs
The ethics of persuasion?
- old ppl easily scammed
- nothing wrong with persuasion per se (sales man at fault)
List Cialdini’s tools of Persuasion.
- Reciprocation
- Commitment and consistency
- Social Proof - behaviour of others
- Liking - endorsers
- Authority - doctors for fatties
- Scarcity
Explain Reciprocation.
- part of our nature
- gift samples
- occur with B2B (pharmaceutical co.s host dinners for physicians)
- effective if persuadee perceives the gift giver as honest/sincere
Explain Commitment and Consistency.
- “click whirr” - getting Consumer to commit and ….
- e.g. car sales - let consumer state a price/model
- psychologically committed to buying the item
- “lowballing the consumer”
- effective if persuader seems sincere
Explain Scarcity.
- Rare items are more valued
- Psychological Reactance
- Kiasu
Define Psychological Reactance.
People react against any efforts to reduce their freedom of choice.
Message arguments must be:
convincing, believable
What are peripheral cues?
background music, attractive sources, scenery, and graphics
Explain communication modality.
- Likeable communicator more persuasive when presenting via broadcast media
- Unlikeable source is more persuasive when written
What is Receiver Involvement?
- consumer’s personal relevance
- involved and uninvolved consumers have to be persuaded in different ways
Define support arguments.
when receiver agrees with message argument
Define counterarguments.
when receiver challenges a message claim
Define Elaboration.
mental activity in response to a message such as an ad
Define Motivation.
high when message relates to a person’s present consumption-related goals
Define Opportunity.
Whether it is physically possible for a person to process a message.
Define Ability.
Whether a person is familiar with message claims and has the necessary skills to help comprehend them.
Define Elaboration Likelihood.
Chance/prospect that a message receiver will elaborate on a message by thinking about and reacting to it and comparing it with his/her pre-existing thoughts and beliefs regarding the product category, etc.
Explain the Central Route (cognitive).
- long term attitude change (technical parts)
- accept some arguments but counter argue others
- emit emotional reactions
Define Emotional-based persuasion.
Highly involved; tendency to relate aspects of message to their personal situation.
High involvement?
emotional affect => relatively enduring
Explain the Peripheral Route (surface level).
- short term attitude change
- occurs when MOA factors are low
- Only one of these elements need to be deficient for this route to occur
- Involve unrelated elements of the message.
Example of classical conditioning for attitudes.
Brand advertisements that include adorable babies, attractive people, and majestic scenery can elicit positive emotional reactions.
List the important persuasion factors.
- Message arguments
- Peripheral cues
- Communication Modality
- Receiver involvement
- Receiver’s initial position
List the cognitive response type generated:
- support arguments
- counterarguments
- source bolstering
- source derogation
Research on moderate/low credible sources shows:
- if initial position is +, then a moderate/low credible source can be more effective than a high credible source
- normally, as people usually are skeptical of ad claims, no one would use high credible sources
Define voluntary attention.
Wilful or prior attention to a message due to its perceived relevance pertinent to our needs.
Define involuntary attention.
Occurs automatically or involuntarily due to an intruding stimulus.
Define novel messages.
unusual, distinctive, unpredictable, and somewhat unexpected.
How to motivate consumers to process messages?
- Enhance relevance of brand to consumer - fear appeals, dramatic presentations, rhetorical questions.
- Enhance curiosity about brand - humour, presenting little info opening a message with surprise/suspense
TORA
refer to slides
Strategies to change attitude.
- Influence existing beliefs
- Change existing outcome evaluation
- Add an entirely new outcome
