Chapter 8

Question 1

Define Persuasion

Answer 1

An active attempt to change attitudes about a product, service, issue or person.

Question 2

What are the 5 basics of persuasion?

Answer 2

1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Consensus

Question 3

Reciprocity

Answer 3

Giving is more likely after receiving.

Question 4

Scarcity

Answer 4

Something is more attractive if it is less available.

Question 5

Authority

Answer 5

We believe an authoritative source more readily.

Question 6

Consistency

Answer 6

We try not to contradict ourselves.

Question 7

Consensus

Answer 7

We take into account the attitudes of others.

Question 8

What is PKM?

Answer 8

Persuasion Knowledge Model.

Question 9

Elements of PKM

Answer 9

• Target, agent, persuasion attempt, persuasion episode, persuasion coping behaviours.
• Persuasion knowledge, agent/target knowledge, topic knowledge.

Question 10

Interactive response levels

Answer 10

A response can be more than just a purchase or transaction.

• first-order response: transaction
• second-order response: non-transaction customer feedback

Question 11

The source

Answer 11

Often is spokesperson in an ad, may be chosen because they are an expert, famous, or a typical consumer.

Question 12

What makes a good source

Answer 12

Credibility and attractiveness.

Question 13

Source credibility

Answer 13

Source has perceived expertise, objectivity, or trustworthiness.

Question 14

Source attractiveness

Answer 14

Utilizing a movie star, supermodel, or stand-up comedian.

Question 15

Source versus product

Answer 15

Utilitarian products to utilize experts: oral ads with dentists, drug ads with doctors.

For social products they ought to utilize celebrities: movie stars in perfume ads.

For every day products you ought to use the typical consumers: swiffer and tide with parents or normal people in their ads.

Question 16

Source bias

Answer 16

Consumer beliefs about a product can be weakened by a source perceived to be biased.

Question 17

The sleeper effect

Answer 17

Overtime dislike or untrustworthy sources can still get a message across, consumers forget about the negative source while changing attitudes.

Question 18

Hype and buzz

Answer 18

Hype: is created through advertising, it is more over, usually generated from a more corporate perspective, could be faked for an advertising campaign, and is often subject to scepticism.

Buzz: is usually generated through word-of-mouth, is far more covert or unintentional, usually tied to grassroots campaigns, deemed more authentic, and more credibility.

Question 19

Source attractiveness

Answer 19

The perceived value of a source:
- physical appearance
- personality
- social status
- similarity

Question 20

How to send the message

Answer 20

Visual images have big emotional impact.
Verbal messages have high involvement situations.

Question 21

Repetition

Answer 21

Repetition has dual impact, it has an effect on emotions and on cognition/beliefs.

“Familiarity breeds liking”
“If it rings, well, it must be true”

Question 22

One-sided messages

Answer 22

Present only positive information.

Question 23

Two sided messages

Answer 23

Present positive and negative information.

This can make the message more credible and reduce counter arguments. It also adds to source credibility. This works well with well, educated and not-yet-loyal audiences.

Question 24

Comparative advertising

Answer 24

The message compares two or more recognizable brands on specific attributes.

However, do not just say it’s better than believing brand without additional information, nor compare it to an obviously superior competitor.

Question 25

Indirect comparative message

Answer 25

Offer comparison with unnamed competitors

Question 26

Direct comparative message

Answer 26

Name an attack competitors

Question 27

Humour versus sex

Answer 27

Humour: increases liking of the ad and brand, more appropriate for low involvement off, but can be a source of distraction.

Sex: evokes arousal, excitement, but also embarrassment.

Question 28

Fear appeals

Answer 28

Emphasize the negative consequences that can occur unless the consumer changes their attitude or behaviour.

Question 29

Types of story presentation in commercials

Answer 29

• lecture: speech in which the source speaks directly to the audience.
• drama: story that draws us into the action

Question 30

High involvement

Answer 30

Offer meaningful arguments as to why your brand superior

Question 31

Low involvement

Answer 31

Instead of using complex arguments about your brand, make your advertising likeable in some way.