Lecture 10 Flashcards
different strategies to resist influence by advertising (ACE)
- avoidance: ignoring or actively redicrecting attention
- contesting: counter arguing and challenging the content or source of the ad
- empowering: affirming one’s existing attitudes and behaviors
overcoming avoidance
- subliminal advertising
- forced exposure
- product placement
- influencer/viral marketing
- native advertising
- content marketing
- event marketing
- engagement marketing
- personal targeting
overcoming avoidance through subliminal persuasion
dual process theories
subliminally cueing behavior
- we cannot subliminally cue physiological needs (hunger and thirst), behavior (eating or drinking), choices (Coke or Pepsi) by using semantic primes (e.g. words)
- system 2, which is capable of processing logical, language-based information requires conscious attention
- subliminal language primes may cue pre-existing associations but are too subtle or ambiguous to create new associations or override existing ones
overcoming contesting
- metacommunication
- metacognitive effects (fluency, accessibility)
metacommunication
- every advertisement carrise both a message (a meaningful content) as well as a command about how to interpret the message
- the command portion of the message positions the receiver to adopt a particular attitude towards the report
metacognition
such as the ease or difficulty with which some information comes to mind, or the fluency with which new information can be processed
metacognition: fluency effects
- fluency is the subjective ease or difficulty with which we are able to process information
- fluency is a positive experience, which becomes transferred to the stimulus
perceptual fluency
variables that affect the speed and accuracy of low-level processes concerned with the identification of a stimulus’ identity and form
- examples: clarity, positioning, recognition
conceptual fluency
variables that affect speed and accuracy of high-level processes concerned with the identification of a stimulus’ meaning and its relation to semantic knowledge structures
- examples: prose, stereotypes, narrative
engaging empowerment
- self-affirmation
- addressing your self-identity as a man, good parent, connoisseur, etc.
consumers often resist advertising to protect themselves from persuasion
can stem from skepticism, persuasion knowledge, and reactance
3 types of avoidance
- physical avoidance: leaving the room, skipping ads, ignoring banners
- mechanical avoidance: using ad-blockers, zipping/zapping TV commercials
- cognitive avoidance: paying less attention, selective exposure to confirm beliefs
3 types of contesting
- counter-arguing: finding flaws in the message, rejecting claims
- source derogation: questioning the credibility of the advertiser
- resistance to persuasive tactics: detecting and resisting manipulative strategies
3 types of empowerment
- attitude bolstering: thinking of reasons to support existing beliefs
- social validation: seeking support from like-minded people
- self-assertion: affirming confidence in personal beliefs
omega strategies
used by advertisers to counter consumer resistance tailored to each ACE strategy
neutralizing avoidance
- forced exposure: unskippable ads in streaming services
- disguised persuasion: native advertising, product placements
- peer influence: word-of-mouth marketing, influencer promotions
neutralizing contesting
- two-sided messaging: admitting flaws to build trust
- cognitive depletion: overloading consumers to reduce counter-arguing
- distraction techniques: using humor, emotional appeals
neutralizing empowerment
- self-affirmation: making consumers feel good about themselves
- giving control: letting consumers choose which ads to see
- safety cues: guarantees, free trials, or delayed payment to reduce risk perception
key theoretical foundations
- persuasion knowledge model: consumers develop awareness of persuasion tactics over time
- reactance theory: when people feel their freedom is threatened, they resist persuasion
- selective exposure theory: people prefer information that confirms their pre-existing beliefs
