Lecture 4: Emotional Appeals Flashcards
Emotional appeals have a direct effect on the peripheral route.
True.
Emotional appeals have less reactance than argument appeals.
True.
Emotional appeals are easier to remember and are easier to access from memory.
True.
Emotional appeals have direct behavioural effects.
True.
Emotional appeals require less processing effort.
True.
Emotional appeals require more processing power as they can be mentally draining.
False.
Emotional appeals are easier to implement than argument based messages.
False.
Emotional appeals are more difficult to implement than argument-based messages.
True.
Emotional appeals work best when consumers have high involvement.
False.
Emotional appeals work best when consumers have low involvement.
True.
Fear appeal is divided into two parts; informational about threats, and recommendation on how to avoid it.
True.
Fear appeals are contents of persuasive communication which allude to or describe unfavourable consequences that are alleged to result from failure to adopt and adhere to the communicator’s conclusions.
True.
Self-efficacy is having the self confidence in one’s own ability to carry out behaviour.
True.
Response-efficacy is having the belief in the recommended response’s effectiveness.
True.
The relationship between fear and persuasion has a linear positive relationship.
True.
Shock used in MC is used to deliberately rather than inadvertently startle and offend the audience.
True.
Shock creates surprise through norm violations and unexpectedness.
True.
Shock leads to attention, comprehension, elaboration, but can also cause negative feelings.
True.
Guilt arises from doing something that violates one’s standards or by failing to take proper actions.
True.
Guilt arises when MC leads people to think about their standards, evokes self-awareness, focusses on victims similar to the target market.
True.
MC can encourage people to anticipate guilt if they ignore advice.
True.
The effects of humour in advertising on ad attitudes are stronger than that of most other persuasion tools and techniques.
True.
The effects of humour in advertising are weaker than that of most other persuasion tools and techniques.
False.
There are three ways to operationalize humour in MC; stimulus, behavioural response, and perception.
True.
Humour in MC typically involves some kind of incongruity that violates a predominating view. If individuals resolve this incongruity, they experience humour.
True.
Humour originates in the repressed expression of sexual and aggressive feelings.
True.
Humour is a release and relief mechanism that individuals need to get rid of physical and psychological tensions.
True.
Humour demonstrates superiority and elevates social status by laughing about others and their misfortunes.
True.
Congruency effect is where a positive affect increases positive ad-related cognitions.
True.
Music consists of three elements; time, pitch and texture.
True.
High message-music-congruency can lead to distraction (can have positive or negative effects).
False.
Low message-music congruency can lead to distraction (can have positive or negative effects).
True.
Low message-music-congruency increases attention and elaboration likelihood.
False.
High message-music-congruency increases attention and elaboration likelihood.
True.
Arousal and attention increase motivation to process information, but can decrease ability to process due to distraction.
True.
Metaphors are a representation of one thing in terms of another, non-literal representations (e.g., butterfly conveys the idea of gentleness, the term “up” represents an emotional state.
True.
Narratives communicate through a story-like format, with characters, plots, and dramatic structure.
True.
Narratives are ineffective because of transportation (attention, imagery, and a pleasurable flow-like state), mental stimulation, identification with characters.
False.
Narratives are effective because of transportation (attention, imagery, and a pleasurable flow-like state), mental stimulation, identification with characters.
True.
Personification / anthropomorphism is the process of transferring human characteristics to objects (e.g., M&Ms).
True.
Anthropomorphism has positive effects due to evolutionary roots, baby scheme.
True.
Anthropomorphisms enhance understanding, bonding, liking of and identification with a brand.
True.
Colour affects perceptions of mood in MC.
True.
Colour affects mood and emotions of audience.
True.
Green advertising is focused on promoting environment, healthy people, place and things.
True.
The colour green works best for environmentally concerned consumers.
True.
Creativity in advertising is the production of something that is both original and useful.
True.
Divergence is when an ad contains elements that are novel, different, or unusual.
True.
Relevance is the degree to which the various elements of an ad are meaningful, useful, or valuable to the consumer.
True.
Affect transfer is where the liking of a creative ad transfers to liking the brand.
True.
Signaling is when creative ads convey effort and ability on behalf of the sender, thus the brand is perceived and evaluated positively.
True.
Channels and MC trends include new technological possibilities such as virtual reality, augmented reality and chat bots.
True.
Native advertising is a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
False.
Content marketing is a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
True.
Content marketing is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears.
False.
Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears.
True.
Branded Entertainment is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology.
True.
Branded Entertainment is the use of entertainment media to gain consumers’ attention and exposure to products/brands.
True.
Repetition works by mere exposure which increases attitude with increasing number of exposures to the ad.
True.
High repetition rates indicate low advertising costs.
False.
Low repetition rates indicate high advertising costs.
False.
High repetition rates indicate high advertising costs.
True.
High advertising costs indicate greater manufacturer effort and higher manufacturer confidence in brand quality.
True.
High advertising costs indicate lower manufacturer effort and lower manufacturer confidence in brand quality as compensation.
False.
Consumers associate higher advertising costs with higher brand quality.
True.
Excessive costs can make consumers wonder why the company is trying so hard which leads to negative effects.
True.
Wearin is when there is increasing response to an ad with increasing repetition of exposures of the ad.
True.
Wearout is where there is a decreasing response to an ad with increasing repetition of exposure of the ad.
True.
In terms of total weight of carryover effects, a one-year ad campaign leads to carryover effects as long as another two years.
True.
In terms of individual ad exposure in very small time periods such as hours, advertising carryover is short, lasting just about eight hours.
True.
Wearin occurs faster when exposures are scheduled apart.
False.
Wearin occurs slower when exposures are scheduled apart.
True.
Wearout occurs faster for infrequently purchased product categories.
False.
Wearout occurs slower for infrequently purchased product categories.
True.
Wearout occurs slower for campaigns that use a variety of creative executions.
True.
Wearout occurs faster for campaigns that use a variety of creative executions.
False.
Consumer involvement determines processing (central vs. peripheral root).
True.
The Third-Person Effect suggests people tend to believe others are more influenced by communications than themselves, which is referred to as third-person perception.
True.
Self-serving bias or self-enhancement motive is the human tendency to perceive the self in ways that make one look good, or at least better than others.
True.
The cognitive explanation for third person effects is that people misperceive communication effects due to a lack of information, insufficient processing of information, or false interpretation of information.
True.
