Lecture 2: Explaining how MC Influences Consumers Flashcards
The ‘hierarchy of effects models’ has a dual processing framework.
True.
Consumers are assumed to go through three stages of a randomised sequence.
False.
Consumers are assumed to go through three stages in a well-defined sequence; cognitive, affective, and conative.
True.
The cognitive stage is defined as emotional responses occur that are associated with the communication object.
False.
The cognitive stage is defined as when consumers engage in thinking processes that lead to awareness and knowledge.
True.
The affective stage is when emotional responses occur that are associated with the communication object; attitudes are formed.
True.
The conative stage is when consumers engage in thinking processes that lead to awareness and knowledge.
False.
The conative stage is when consumers engage in action (e.g., purchases).
True.
In the hierarchy of effects, advantages are described as; awareness of communication object/brand as prerequisite
True.
In the hierarchy of effects, shortcomings are described as; lack of empirical support, interaction of stages, no account of unconscious or low-effort processing.
True.
Consumer Involvement is defined as a person’s perceived relevance of an object based on inherent needs, values, and interests.
True.
Objects of involvement include product categories, brands, ads, media, behaviours etc.
True.
Involvement categorizes consumer decisions (processes) and products.
True.
On the Rossiter-Percy Grid, dimension 1 details high and low levels of involvement.
True.
On the Rossiter-Percy Grid, dimension 1 details transformational and informational motivations.
False.
On the Rossiter-Percy Grid, dimension 2 details high and low levels of involvement.
False.
On the Rossiter-Percy Grid, dimension 2 details transformational and informational motivations.
True.
After exposure to a message, consumers elaborate on the message.
True.
Depending on motivation and abilities (involvement) and opportunities, different routes of persuasion are at work.
True.
High motivation and high ability (high involvement) is called the central route.
True.
Low motivation and/or low ability (low involvement) is called the peripheral route.
True.
Systematic processing relies on heuristics that are easily accessible from memory (“Statistics never lie”, “One can trust a doctor”).
False.
Systematic processing relies on argument strength (central route processing).
True.
Heuristic processing relies on argument strength (central route processing).
False.
Heuristic processing relies on heuristics that are easily accessible from memory (“Statistics never lie”, “one can trust a doctor”).
True.
Additive effects are described as the total impact increasing when arguments and heuristics occur.
True.
Attenuation effects are defined as; in case of contradictory conclusions, conclusions from systematic processing outweigh heuristic-based conclusions.
True.
Bias effects are defined as; in case of ambiguous arguments, heuristics can bias argument based conclusions.
True.
Cognitive responses are thoughts we have when exposed to a message.
True.
Thoughts can be coded as counterarguments, support arguments, source oriented, execution oriented, etc.
True.
Cognitive responses affect attitudes and intentions.
True.
Attitudes are based on (1) the beliefs we have about an attitude object and (2) the evaluation of these beliefs.
True.
In the Fishbein Model, beliefs are defined as the probability that a particular object j has an important attribute k as perceived by person i.
True.
In the Fishbein Model, attitudes (towards behaviour) impact behavioural intentions which in turn impact behaviour.
True.
Theory of reasoned action (TORA) is where subjective norms (perceived social pressure) impact behavioural intentions.
True.
Subjective norms / perceived social pressures are the perceived opinion of significant others x social sensitivity.
True.
In the TPB model by Ajzen, the Theory of Planned Behaviour explains how perceived behavioural control impacts behavioural intentions and behaviour.
True.
In the TPB model by Ajzen, perceived behavioural control is the control beliefs x perceived power.
True.
Self-generated persuasion is when consumers are persuaded by their own thoughts, arguments, conclusions that go beyond the information offered in the message.
True.
Self-generated persuasion leads to very strong brand beliefs and brand attitudes.
True.
Self-generated beliefs can be triggered by missing information in messages, open questions, etc.
True.
Heuristic evaluations aim at satisficing, but not optimizing purchase decisions.
True.
Heuristic evaluations aim at optimizing, but not satisficing purchase decisions.
False.
Heuristic evaluations are complex inferences based on MC characteristics (source, message, product).
False.
Heuristic evaluations are simple inferences based on MC characteristics (source, message, product).
True.
Consumers use real feelings as a source of information for attitude formation in an informed, deliberate manner.
True.
Affect-as-Information occurs only when emotion is representative of the object to be evaluated (i.e., genuine affective response to the object) and relevant for consumer’s decisions.
True.
Affect-as-information decision predictability is stronger than for cognitively formed attitudes.
True.
Cognitively formed attitudes create stronger decision predictability than affect-as-information decisions.
False.
Emotional conditioning is the process of pairing the unconditional stimulus (e.g., humour in ads or any other stimuli that evoke emotions) with a conditioned stimulus (e.g., a brand) can create positive emotions and positive attitudes towards the conditioned stimulus.
True.
Emotional conditioning can only happen with more than one pairing.
False.
Emotional conditioning can happen even with only a single pairing.
True.
Emotional conditioning does not necessarily depend on the awareness of the critical pairing.
True.
Emotional conditioning depends heavily on the awareness of the critical pairing.
False.
The mere exposure effect suggests consumers prefer familiar objects over nonfamiliar ones.
True.
The mere exposure effect suggests consumers prefer nonfamiliar objects over familiar ones.
False.
The old explanation of the mere exposure effect was defined as: prior exposure increases processing fluency at the time consumers have to make judgement; misattribution of positive feelings to the ad or brand.
False.
The current explanation of the mere exposure effect is defined as: prior exposure increases processing fluency at the time consumers have to make judgement; misattribution of positive feelings to the ad or brand.
True.
The old explanation of the mere exposure effect was defined as; repeated exposure increases familiarity.
True.
Pre-experience exposure is when marketing communication frames perceptions and enhances experiences.
True.
Post-experience exposure is when marketing communication enhances experiences and organises memory.
True.
Pre-experience exposure is when marketing communication enhances experiences and organises memory.
False.
Post-experience exposure is when marketing communication frames perceptions and enhances experiences.
False.
Marketing communication can support resolution of cognitive dissonance and thereby exert an influence after purchase behaviour.
True.
Attitudes are inferred from previous behaviour by self-perception.
True.
The Foot-in-the-door technique is when induce behaviour, attitudes are formed later by self perception.
True.
Marketing communication reinforces habits and routinized response behaviour, frames experience, and defends consumers’ attitudes.
True.
Reinforcement and Routinized Response occurs without much cognitive effort, although initial brand choice might have been thoroughly elaborated.
True.
Reinforcement and Routinized Response requires immense cognitive effort, although initial brand choice might have been thoroughly elaborated.
False.
Consumers can have conscious avoidance of marketing communication because of loyalty to rival brands.
True.
Selective exposure is when people perceive a fraction of information they are exposed to.
False.
Selective exposure is when people are exposed to a fraction of all available information.
True.
Selective perception is when people are exposed to a fraction of all available information.
False.
Selective perception is when people perceive a fraction of information the are exposed to.
True.
Selective interpretation is when people remember a fraction of information they process.
False.
Selective interpretation is when people process and interpret a fraction of information they perceive.
True.
Selective retention is when people process and interpret a fraction of information they perceive.
False.
Selective retention is when people remember a fraction of information they process.
True.
Miscomprehension can be influenced by complex, abstract messages with a great amount of information.
True.
Message comprehension is the ability of a consumer to understand the information that is being conveyed.
True.
Irritation is when a consumer harbors negative feelings towards marketing communication by: provoking, annoying, causing displeasure, and momentary impatience.
True.
Confusion is defined as a mismatch between a brand and communication stimulus, or mismatch of brand stimulus and product category.
True.
Confusion can be an unintended effect on sale or positioning.
True.
In order to experience reactance, consumers have to; expect free behaviour, consider free behaviour as important, or experience a serious threat of free behaviour.
True.
Given that a person has a set of free behaviours, he/she will experience reactance whenever any of those behaviours are eliminated or threatened with elimination.
True.
Consumers are unaware of marketing communication that contains persuasion attempts and processes.
False.
Consumers possess knowledge about persuasion attempts and processes.
True.
Knowledge of persuasion can lead to consumers reframing persuasive messages.
True.
New techniques of persuasion are rarely not successful.
False.
Successful new techniques of persuasion are rare.
True.
Persuasion techniques can be easily protected by patent or copyright.
False.
Persuasion techniques cannot be easily protected by patent or copyright.
True.
Firms persist with ineffective MC because campaigns are not adequately pretested or tracked.
True.
Firms persist with ineffective MC because there can be a conflict of interest with ad agencies (creativity vs efficiency).
True.
Firms persist with ineffective MC because of budgeting and incentive issues (budgeting based on prior year’s sales).
True.
