Lecture 3 Flashcards
Yale Reinforcement Approach
Assumes that exposure to a persuasive communication which successfully induces the individual to accept a new opinion forms a learning experience in which a new verbal habit is acquired.
Persuasion
Changing beliefs and attitudes resulting from exposure to a communication
Information processing model - Five stage of persuasion
- Attention
- Comprehension
- Acceptance
- Retention
- Behaviour
Central route / systematic processing
When te message is relevant and you have enough mental processing:
- Strong arguments -> positive thoughts -> attitude change
- Weak arguments -> negative thoughts -> no change
Peripheral Route / heuristic processing
When involvement is low, when you are distracted.
- Postive cues -> positive inference -> attitude change
- Negative cues -> negative inference -> no change
Cues can be; celebrity, music, visuals, number of arguments.
Accuracy motive
We want to be right
Defense motive
- Maintain positive self
- Maintain cognitive consistency
Three factors to processing of information
- Motivation
- Ability
- Opportunity
Motivation to process information
- Personal relevance
- Personal responsibility
- Number of sources
- Need for cognition
- Forewarning of content
- Forewarning of persuasion.
Ability to process information
- Knowledge
- Self-schema
- Familiarity
- Expertise
Opportunity to process information
- Distraction
- Exposure
- Message-length
- Comprehensability
- Clutter
- Number of arguments
Levels of processing
A continuum with Superficial on one end and In depth on the other.
The Humor Principle
Draws attention and increases liking;
- but consumers often remember the ad and forget the product.
Determinants of consumer behaviour
- Attitudes
- Social Norms
- Behavioral control
Components of the theory of planned behavior
- attitudes
- subjective norm
- perceived behavioral control
- intention
- behavior
