Persuasion and Consumer Behaviour Flashcards
What is the term used to describe any form of non-personal paid communication aimed to inform and/or persuade target audiences about a product, service or idea?
Advertising
What makes someone a rational decision-maker?
When a person engages in analysis before buying/getting/doing something
“Will this benefit me?”
Consumers are thought to engage in cost-effective analysis. What does this mean?
When we weigh up the positives and negatives of some sort of product or service before making a final purchasing decision
What is the term used to describe the way an item or product is framed/portrayed affects evaluations of that item?
Framing
Who proposed that people have a more positive reaction to meat if described as being 75% fat free vs 25% fat?
Levin & Gaeth (1988)
People have a more positive reaction to meat if it is described as being:
a. 75% fat free
b. 25% fat?
a. 75% fat free
What does product framing tell us about how we make purchasing decisions?
Our realities are constructed and influenced heavily by outside factors
What is this an example of?
Participants drank 5 different wines of varying prices. Two of the wines were presented twice (once with a high price and once with a low price)
Participants rated the wine as significantly more enjoyable when the price was high rather than low – even though it was the same wine
Neurological data revealed that when tasting the expensive wine, participants’ had more activation of the medial orbitofrontal cortex than when tasting the cheaper wine
Price-quality heuristic
Who proposed the Elaboration Likelihood Model (Dual Process Model of Persuasion)?
Petty and Cacioppo
What does the Elaboration Likelihood Model (Dual Process Model of Persuasion) suggest?
How likely will people think about a message systematically
According to the Elaboration Likelihood Model (Dual Process Model of Persuasion), how many routes are there to persuasion?
2
According to the Elaboration Likelihood Model (Dual Process Model of Persuasion), what are the 2 routes to persuasion?
1) Central route
2) Peripheral route
When people are being persuaded and are processing it using the Elaboration Likelihood Model, what goes on in the central route?
The Central Route involves carefully attending to an argument/carefully thinking about a message in an advert and systematically scrutinizing the information contained in that advert
When people are being persuaded and are processing it using the Elaboration Likelihood Model, what goes on in the peripheral route?
The Peripheral Route involves following the expertise of the salesman
This can be influenced by the salesman’s preference for the colour of the item or due to celebrity endorsement
What part of the Elaboration Likelihood Model involves carefully attending to an argument or carefully thinking about a message in an advert and systematically scrutinizing the information contained in that advert?
Central Route
When a consumer is highly motivated and is high in ability, what part of the ELM do they use?
The Central Route
A customer intends to buy a new computer.
They carefully check and scrutinise the speed, memory capacity, operating system, number of USB ports and quality of graphics.
What ELM route are they using?
The Central Route
A customer intends to buy a new computer.
They ask the salesman for recommendations and the salesman recommends the blue laptop due to its attractive and trending colour.
What ELM route are they using?
Peripheral route
When a customer does not have a specific idea in mind of what they’re like to buy and often ask a salesperson for recommendations, what part of the ELM do they use?
Peripheral route
Naturally, we follow the peripheral route rather than the central route. Why is this?
- We can be cognitively lazy (lazy to think about the different elements of an item)
- We may be time-pressured to make a decision
- The product is trivial (not that expensive/valuable; there’s no harm in just buying it)
- Low motivation or ability to analyse the product’s features
What are the 4 types of cues that tend to influence behaviour via the peripheral route?
1) Social Proof/Bandwagon Effect
2) Mere Exposure
3) Credibility/celebrity
4) Perceived Scarcity
Cialdini (2001) asked music students to ‘busk’ in the street
In one condition, the guitar case was empty
In the second condition, the guitar case had been purposefully filled with money
Cialdini waited to see how much money the busker made in the different conditions
Who do you think will receive more money from busking and why?
Condition 2 (with money purposefully added to the guitar case
This happens because people feel the social pressure to give money; they see so many other people have given money and feel obliged to do the same
