EXAM TWO Flashcards
What is the Elaboration Likelihood Model
Explains how people process information and change their attitudes in response
Overall evaluation formed over time
Attitudes
A systematic process where people carefully evaluate the logical arguments of a message can lead to a major positive attitude change (uses facts, numbers, and logic)
Central Route Processing
People use simple inferences or cues to evaluate a message, this can lead to a minor shift in attitude (uses irrelevant cues to persuade) (beauty, fame, and positive emotions)
Peripheral Route Processing
4 Functional Theory of Attitudes
- Utilitarian Function
- Value-Expressive Function
- Ego-Defensive Function
- Knowledge Function
3 Components of Attitudes
- Cognitive
- Affective
- Behavioral
Hierarchy of Effects
- Cognitive
- Behavioral
- Affective
Influences of High-Effort Cognition
- Sleeper Effect
- One vs. Two-Sided Arguments
- Comparative Messages
- Beliefs
Cognitive Responses to Advertisements
- Counterarguments
- Source Derogation
Affects attitudes toward the brand and the advertisement
Source Derogation
Affects brand attitudes
Counterarguments
Influencing High Effort Affect
Match-Up Hypothesis
Ways to Change High-Effort Attitudes
- Change current beliefs
- Shift importance of beliefs
- Add beliefs
- Change ideals
Believe something to be true based off repetition
Truth Effect
5 Low Effort Emotional Appeals
- Fear
- Drama
- Sex
- Humor
- Shockvertising
Influences of Low Effort Cognition
- Source Credibility
- Information Consistency in Messaging
- Providing Many Arguments
- Simple Messages
- Self-Referencing Messages
- Mystery Ads
Create positive feeling towards brand
Classical Conditioning
Emotional arousement that provides an automatic response
Unconditioned Stimulus
Conditioning our brand
Conditioned Stimulus
New emotional response
Conditioned Response
Changing Low Effort Attitudes
Mere Exposure Effect
