Lecture 6 - Receivers resistance strategies part 2 Flashcards
The approach-avoidance model implies 2 different tactics for change. What are these strategies?
Alpha & Omega strategies
What are Alpha strategies?
You persuade by increasing approach forces. It promotes changes
ex. adding incentives (a code, a gift),
use convincing reasons
use credible sources
Emphasise scarcity, consitancy or reciprocity
What are omega strategies?
Persuade by decreasing avoidance forces. Promoting change by making people see
What is sidestepping resistance, and what are the underlying strategies
Not raising resistance in the first place. You can do this by redifining the relationship, > Communal effort
Depersonalize interaction, > Request smaller
raise comparison, > make offer that make initial offer seem attractive (in ads about ‘make the world a better place)
and Pushing a choice to the future > Get it now, Pay later
What is adressing resistance directly , and what are the underlying strategies
adressing the source and remedy it.
Guarantees > Not like, get money back
Counterarguing > Two sided messages > It sucks, but it works
What is adressing resistance indirectly , and what are the underlying strategies
Taking away the need to be resisting
Raising self-efficiacy > raising selfasteem
What are types of appeals that can help with a distraction resistance strategy
Humor or Sex
What is the disrupting resistance strategy
Confuse people by unconventional ads
What entails the resistance to promote change strategy ?
using Reverse psycology or Self-persusasion
What stands the ACE for in the ACE typology?
A = Avoidance
C = Contesting
E = Empowering
Name avoidance strategies than consumers use
Physical avoidance > Leaving room
Mechanical avoidance > Zapping, Ad blokkers
Cognitive avoidance > Not paying attention
What is contesting?
A way of disagreeing with or challenging an advertisement by taking action to refute it. This means actively speaking out against the claims made in the ad and providing evidence or arguments to show why they are not true or accurate.
What are empowering strategies that consumers use?
Based on person rather than content. Its reassuring your own attitude by:
Attitude bolstering > Defending
Social validation
Self assertion > Remind to be confident
Name ways to neutralize avoidance strategies
Forced exposure
Disguize persuasive attempt
Enlist other consumers to share their story
Make ad entertaining or emotional
Name ways to neutralize contesting
Two sided advertising > We know it sucks, but it works
Cognitive depletion > After watching a serie
Distraction > Humor or Sex
Warrants > Get money back
