Chapter 8

Question 1

Involvement

Answer 1

A person’s perceived relevance of the product based on their needs, values and interests.

Can be dependent on the type of product (car vs pen), consumer type (?) or based on the situation (buying a dress for myself vs a dress for my mom)

Question 2

Elaboration Likelihood Model: High Involvement Consumers/ Central Route

Answer 2

Influencing attitudes with:
- Evidence, logic, rational arguments
- Utilitarian framing
- High cognitive effort (wants to process information)
Ex: Product comparison, expert advice, consumer testimonials, trials
“This product has been proven to be effective.”
Cognition -> Behaviour

Question 3

Elaboration Likelihood Model: Low Involvement Consumers/ Peripheral Route

Answer 3

Influencing attitudes with:
- Focus on affect (fears, desires) and associations with positive/ negative cues
- Hedonic framing
- Low cognitive effort
Ex: Celebrity endorsements, visuals
“The product will bring happiness.”
Affect -> Behaviour

Question 4

Low involvement (using emotions)

Answer 4

• Sxx appeals (Grabs attention, can lead to more elaboration and evaluative bias)
• Humour appeals (grabs attention, can mitigate counterarguing, should match the product’s image and cultures)
• Fear appeals (grabs attention, can turn on self-defense [distraction, counterarguing]). Better if there is no information on what to do next.

Question 5

Source credibility:

Answer 5

[Advertisement] is perceived as credible due to the perceived competence of the source (in the ad): expertise, objectivity, or trustworthiness

Question 6

Source Attractiveness:

Answer 6

[Advertisement] is perceived as attractive due to the perceived social value of the source: physical appearance, social status, personality.

Question 7

Halo Effect of Beauty:

Answer 7

Beautiful people are perceived as smart, happier, more competent

Question 8

Source & Persuasion: Biased Sources: Knowledge bias:

Answer 8

The source doesn’t have accurate knowledge about the topic

Question 9

Source & Persuasion: Biased Sources: Reporting bias:

Answer 9

Source has required knowledge but willigness to share about it truthfully is compromised.

Question 10

Comparative advertising:

Answer 10

Pros: Can grab more attention, cause more elaboration, brand attitude, purchase intentions and purchase behaviour more
Cons: Source derogation (brand seems worse in the eyes of consumers), primes the competitors (gives them free exposure)

Question 11

Corporate paradox:

Answer 11

The more involved a company appears to be in the dissemination of news about its products, the less credible it becomes.

Question 12

Permission marketing:

Answer 12

A marketer is more successful in persuading consumers when they’ve agreed to be opted into its messages.