Chapter 7: Persuasion

Question 1

Define Attitude.

Answer 1

General and sometimes enduring +/- feeling toward some person, object, or issue.

Question 2

What are the components of attitude?

Answer 2

1. Cognitive (knowledge, thoughts, beliefs)
2. Affective (feelings, evaluation)
3. conative ( behavioural intentions)

Question 3

What is TACT?

Answer 3

1. Target of behaviour
2. Specific action
3. Context in which behaviour occurs
4. Time when it occurs

Question 4

The ethics of persuasion?

Answer 4

• old ppl easily scammed

- nothing wrong with persuasion per se (sales man at fault)

Question 5

List Cialdini’s tools of Persuasion.

Answer 5

1. Reciprocation
2. Commitment and consistency
3. Social Proof - behaviour of others
4. Liking - endorsers
5. Authority - doctors for fatties
6. Scarcity

Question 6

Explain Reciprocation.

Answer 6

• 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

Question 7

Explain Commitment and Consistency.

Answer 7

1. “click whirr” - getting Consumer to commit and ….
2. e.g. car sales - let consumer state a price/model
3. psychologically committed to buying the item
4. “lowballing the consumer”
5. effective if persuader seems sincere

Question 8

Explain Scarcity.

Answer 8

• Rare items are more valued
• Psychological Reactance
• Kiasu

Question 9

Define Psychological Reactance.

Answer 9

People react against any efforts to reduce their freedom of choice.

Question 10

Message arguments must be:

Answer 10

convincing, believable

Question 11

What are peripheral cues?

Answer 11

background music, attractive sources, scenery, and graphics

Question 12

Explain communication modality.

Answer 12

• Likeable communicator more persuasive when presenting via broadcast media
• Unlikeable source is more persuasive when written

Question 13

What is Receiver Involvement?

Answer 13

• consumer’s personal relevance

- involved and uninvolved consumers have to be persuaded in different ways

Question 14

Define support arguments.

Answer 14

when receiver agrees with message argument

Question 15

Define counterarguments.

Answer 15

when receiver challenges a message claim

Question 16

Define Elaboration.

Answer 16

mental activity in response to a message such as an ad

Question 17

Define Motivation.

Answer 17

high when message relates to a person’s present consumption-related goals

Question 18

Define Opportunity.

Answer 18

Whether it is physically possible for a person to process a message.

Question 19

Define Ability.

Answer 19

Whether a person is familiar with message claims and has the necessary skills to help comprehend them.

Question 20

Define Elaboration Likelihood.

Answer 20

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.

Question 21

Explain the Central Route (cognitive).

Answer 21

• long term attitude change (technical parts)
• accept some arguments but counter argue others
• emit emotional reactions

Question 22

Define Emotional-based persuasion.

Answer 22

Highly involved; tendency to relate aspects of message to their personal situation.

Question 23

High involvement?

Answer 23

emotional affect => relatively enduring

Question 24

Explain the Peripheral Route (surface level).

Answer 24

• 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.

Question 25

Example of classical conditioning for attitudes.

Answer 25

Brand advertisements that include adorable babies, attractive people, and majestic scenery can elicit positive emotional reactions.

Question 26

List the important persuasion factors.

Answer 26

1. Message arguments
2. Peripheral cues
3. Communication Modality
4. Receiver involvement
5. Receiver’s initial position

Question 27

List the cognitive response type generated:

Answer 27

1. support arguments
2. counterarguments
3. source bolstering
4. source derogation

Question 28

Research on moderate/low credible sources shows:

Answer 28

• 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

Question 29

Define voluntary attention.

Answer 29

Wilful or prior attention to a message due to its perceived relevance pertinent to our needs.

Question 30

Define involuntary attention.

Answer 30

Occurs automatically or involuntarily due to an intruding stimulus.

Question 31

Define novel messages.

Answer 31

unusual, distinctive, unpredictable, and somewhat unexpected.

Question 32

How to motivate consumers to process messages?

Answer 32

1. Enhance relevance of brand to consumer - fear appeals, dramatic presentations, rhetorical questions.
2. Enhance curiosity about brand - humour, presenting little info opening a message with surprise/suspense

Question 33

TORA

Answer 33

refer to slides

Question 34

Strategies to change attitude.

Answer 34

1. Influence existing beliefs
2. Change existing outcome evaluation
3. Add an entirely new outcome