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
Subjective norm
- Normative beliefs: how relevant others expect us to behave
- Motivation to comply: motivation to yield to the expectation of others
Attitudes towards a certain type of behavior result….
from the belief (perceived likelihood) that engaging in the behavior will result in positive or negative consequences.
Perceived behavioral control
Having the ability, resources or willpower to engage in the behavior.
Goals
Mental representations of desired states of relating to behavior or outcomes.
Discrepancy between actual state of individual and desired state.
Can be activated and pursued without conscious awareness (part of knowledge structure in mind)
Cialdini six principles of social influence
- Reciprocity
- Commitment and consistency
- Social Validation
- Liking
- Authority
- Scarcity
