chapter 8 flashcards

Question 1

what are the two important source characteristics that consumers evaluate ?

Answer 1

• credibility (how much we believe the source)
• attractiveness (how much we like the source)

Question 2

what big impact does the source have?

Answer 2

it has a big impact on the likelihood that the message will be accepted. this means that marketers should carefully consider their choice of a message source to maximize change

Question 3

how do marketing specialists decide weather to emphasize either credibility to attractiveness when choosing a message source?

Answer 3

• there should be a match between the needs of the recipient and the potential rewards offered by the source.
• when the match occurs, the recipient is more motivated to process the message

Question 4

what is source credibility?

Answer 4

• refers to a communicators’ expertise, objectivity, or trustworthiness
• it relates to individual’s beliefs that the communicator is competent and will provide the information needed to evaluate the object

Question 5

what is a credible source?

Answer 5

is particularly persuasive when the consumer has yet to learn much about an object or form an opinion on it

Question 6

what are the aspects of source credibility and what purpose do they have?

Answer 6

• sincerity and authenticity

they are particularly important when a company tries to publicize its corporate social responsibility activities that benefit the community in some way

Question 7

how can credibility be enhanced?

Answer 7

if the source’s qualifications are perceived as relevant to the object being endorsed - also called congruence

Question 8

what is source attractiveness ?

Answer 8

refers to the perceived social value a recipient attributes to the source. this value can relate to the source’s physical appearance, personality, social status, or similarity to the receiver

Question 9

what attributes does a compelling source have? (attractiveness)

Answer 9

• high social value
• endorsement deals that are constantly in the works

Question 10

True or False: can dead sources be attractive ?

Answer 10

true

Question 11

why do physically attractive sources facilitate attitude change ?

Answer 11

• under many circumstances a degree of attractiveness exerts at least a modest effect on consumers purchase intentions or product evaluation

Question 12

list all the different Types of Appeals?

Answer 12

• Emotional vs Rational
• Humorous
• Sex
• Fear

Question 13

is it better to appeal to the head or heart? (Emotional vs Rational Appeal)n

Answer 13

• it depends on the nature of the object and the type of relationship consumers have with it

Question 14

what type of ads are better for recall?

Answer 14

• “thinking” ads are better than “feeling” ads

Question 15

why do marketers use Humorous Appeals ?

Answer 15

to generate positive emotional responses

Question 16

why can humour in ads be a tough situation?

Answer 16

what is funny to one person may be offensive or incomprehensible to another

Question 17

what are some suggestions for ads that want to use humour?

Answer 17

• needs to be simultaneously violate expectations and be benign
• understanding cultural and target market expectations

Question 18

why can humour be effective?

Answer 18

it provides a source of distraction

Question 19

what are some factors for Humour Appeal?

Answer 19

• can be effective when the brand is clearly identified and the humour doesn’t “swamp” the message
• using subtle humour and humour that does not make fun of the potential customer
• should be appropriate to the object image

Question 20

when do Sex Appeals work?

Answer 20

• when the product itself is related to sex

Question 21

when does Sexual Appeal not work?

Answer 21

sexual imagery paired with object that have little to do withy sex has been shown to produce negative reactions from all genders. it’s seen as gratuitous and unnecessary

Question 22

do Sex Appeals get noticed?

Answer 22

they get noticed and remembered but many viewers don’t recall what the ad was plugging

Question 23

what are Fear Appeals?

Answer 23

they highlight negative consequences that can occur if the consumer fails to change a behaviour or attitude

Question 24

when are Fear Appeals common?

Answer 24

in advertising, particularly in social marketing contexts in which organizations encourage people to convert to healthier lifestyles by quitting vaping, using condoms, or relying on a designated driver

Question 25

when are Fear Appeals most effective?

Answer 25

• when only a moderate amount of fear is induced.
• when the consumer is afraid of the problem discussed in the ad: they shouldn’t be excessive and a solution to the problem should be presented
• when source credibility is high

Question 26

increasing levels of fear does not..?

Answer 26

result inn increased change; the relationship resembles an inverted U-shape curve