Mid sem exam Flashcards
Elaboration Likelihood Model of Persuasion
proposed there are 2 routes to persuasion
- central route
- peripheral route
- which route depends on the ability and motivation to elaborate on the message received
central route (in ELM)
deliberative processing of message
effortful cognitive activity
peripheral route (in ELM)
snap judgements based on simple cues (not thinking about quality of arguments)
draw model of persuasion attempt –> audience factors –> processing approach –> persuasion outcome
draw (in notes)
Cialdini’s Model of Persuasion (7)
- reciprocity
- commitment and consistency
- social proof
- liking
- authority
- scarcity
- unity
Cialdini’s Reciprocity
- ‘not so free’ sample
- unequal reciprocity (free samples of 25c typically get $2 return)
- reciprocal concessions (“door in the face” - large request made first that you would say no to followed by a much smaller request that seems very small in comparison, but was the thing you wanted to do in the first place)
Cialdini’s Commitment/Consistency
- we like to convince others, and ourselves, that we behave consistently
- “foot in the door” - start with small request, that everyone would say yes to, followed by larger (target) request
Cialdini’s social proof
- conformity
e.g., laugh tracks - doing what others do e.g., 85% of…
Cialdini’s Liking
- we like (and comply) with people who (say/imply they) like us
- like people similar to us
- like people who are attractive
- need to be liked/part of group
e.g., mimicry of body language
Cialdini’s Authority
- relates to Milgram’s obedience studies
- expert opinions
- status signifies expertise
- clothes and images are important
Cialdini’s Scarcity
- commodity theory - an economic theory applied to psychological valuation
- what is scarce is more valuable
- scarceness also implied social proof
e.g., limit per customer, only a few left
Cialdini’s Unity
- group membership and shared identities are important considerations in persuasion attempts
- categories in which the conduct of one member influences self-esteem of other members
Source of influence - amount of choice
- consumers report greater satisfaction with selections when original set options are limited
- choice paralysis
Sheena’s Jam Study
- 24 jams vs 6 jams
- we think we like more choice (more likely to stop and taste jams) but in reality, too much choice can cause purchase paralysis
- more consumers used discount coupon when in 6 jam group
choice overload - when are more choices good
- more choice is satisfying if you have a specific interest in an item e.g., surfboards, active wear, tech
- choice overload mediated by complexity of the decision and preferences/enjoyment of the category/product
Milgram’s Obedience experiments - did anything reduce compliance?
- a reduction in legitimacy/authority of experimenter and experimental setting
- when authority figure was not immediately present, obedience level dropped
Matrix inputs in Communication/Persuasion Matrix Model of Media Effects
- source provides info
- message
- channel of communication
- presented in some context
Matrix Outputs in Communication/Persuasion Matrix Model of Media Effects
- exposed to new info
- person must attend to info presented
- interest
- comprehension and acquisition
- yielding - attitude change
- memory - storage of new info, translates to new attitude in behaviour response
- retrieve new attitude from memory
- decide to act on it
- perform action
- reinforced - rewarding behaviour helps it stick
- consolidation
Additional issues for Communication/Persuasion Matrix Model of Media Effects
- steps not always sequential
Cognitive Response Approach
- maintains individuals are active participants in the persuasion process - relate to existing info
self-validation theory
- relationship bw thoughts and attitudes should be greater when people have confidence in their thoughts
variables affecting amount of thinking in ELM
- motivation (e.g., personal relevance, trustworthiness of source, degree of stigmatisation of source)
- unexpected messages/features can increase processing
- long messages may require more than one exposure - repetition
what is brand value a combination of
- business performance
- licensing value
- forecast revenue
distinctive asset
- a visual or wording element that most people recognise as belonging to a particular brand
- hard to earn - take a long time, need consistency
e.g., nike, apple
Personality of brands - Jennifer Aaker’s brand personality model (5 categories)
- sincerity (down-to-earth, honest)
- excitement (daring, spirited)
- competence (reliable, intelligent)
- sophistication (upper class, charming)
- ruggedness (outdoorsy, tough)
(good campaigns tend to focus on one category)
Brand Archetypes
- outlaw
- magician
- hero
- lover
- jester
- everyman
- caregiver
- ruler
- creator
- innocent
- sage
- explorer
brand consistency
- brands need to stick to a consistent and coherent story w brand archetypes
- brands w “tightly defined” archetypal identities rose in value by 97% more over 6 yrs than “confused brands”
cause-related marketing (CRM)
- phenomenon of for-profit business (brands) partnering w not-for-profit organisations (causes)
Yun et al. (2019) findings - CRM
- consumer’s current attitude toward a brand, along w current attitude toward cause, predict perceptions of CRM compatibility
- even if objective missions of the brand and the cause are at odds with each other
Balance theory
- attitudinal relationships move towards balanced states
- attitude towards brand and attitude towards cause
- can be identical in extremity or different
- post partnership attitudes can change the separate attitudes towards each of the brands (“spillover effect”)
attitude strength
- degree to which attitudes possess the features of persistance, resistance to change, impact on information processing and judgements, and guiding behaviour.
- evidence in moderates relationship bw attitudes and behaviours
- improved models of predicting changes to peoples’ perceptions of CRM compatibility
How to use advertising to change behaviour (5)
- fear appeal
- education
- humour
- partnership/influencer
- design vs. delivery
fear appeal
highlight the threat, provide the solution, amplify emotion
education appeal
explain the problem and provide the solution (harder to cut through)
humour appeal
use humour as a way to grab attention and highlight a problem (BIG risks though)
selling behaviour change: challenges
- long term behaviour change (need some short term markers, in addition to longer term measurements)
- people are hard to change
- people resistant to “you should…” claims (appeals based on what will be better for individuals and for society)
- it’s a crowded space - how to cut through
Fear appeals - old science
- Leventhal, Singer, and Jones (1965) - fear as a motivator for action.
- vaccination rates after exposure to messaging indicated that inc consequences was motivating only when accompanied by an action plan
- fear/shock messages can be great in behaviour change - but to avoid being paralysing, they need to be accompanied with an action plan.
fear appeals - new science
- Tannenbaum - fear appeals work when done well
- fear (neg emotion, acc by high arousal)
- perceived threat (perceived susceptibility and perceived severity)
- perceived efficacy (perceived self-efficacy and perceived response efficacy)
fear appeals - Extended Parallel Process Model (Witte)
fear appeal –> low threat (no action) or high threat —> low efficacy (paralysis) or high efficacy (action)
other ads that don’t show fear appeals
TAC education ad - “65 isn’t that different to 60”
British plain packaging ad - what kids pick up from different cigarette brands
Ogilvy’s campaign to get QLD to reduce littering by reframing 10c refund scheme on drink containers to a “losing it” approach (rather than “getting” it)
Line in fear appeals - heart foundation advertisement
- underlying truth of the ad needs to be true to real life people - brand damage can result if this is not the case
A message-behaviour-audience framework of fear appeals
- content of message
- nature of behaviour recommended by the communication
- characteristics of audience receiving message
self-efficacy
recipients capable of performing the fear appeal’s recommended actions
response-efficacy
performing recommended actions will result in desirable consequences
Tannenbaum findings for message content
- depicted fear: moderate to high fear showed same outcomes
- efficacy statements: fear appeals more effective when inc efficacy statements
- depicted susceptibility and severity: fear appeals high in depicted severity impacted attitudes/intentions, not behaviour. high depicted susceptibility had impacts for intention and behaviour, not attitudes. fear appeals high in both had pos effects for all
Tannenbaum findings for recommended behaviour
- one-time vs repeat behaviours: one-time recommendations more effective, but still effective for both types.
- detection vs prevention/promotion: fear appeals recommending both types equally effective
- death and self-esteem: equally effective
Tannenbaum findings for audience
- fear appeals more effective for women slightly
- collectivism vs individualism - fear appeals equally effective
- stages of change all equally impacted
limitations to message-behaviour-audience framework
- many fear appeals may evoke other emotions too e.g., disgust, anger.
- need its generalisation to naturalistic settings
