Persuasion: Effectiveness Flashcards
How does ELM explain that adverts are effective?
advertisers can fit an advert to a processing type, identify when each processing type is more likely and desirable for product to succeed
How can advertisers exhibit peripheral cues? What kind of selling approach does this make?
soft sell: good music, visual appeal, slogan, suggest aspirational lifestyle, presenter: attractive, popular, expertise
When central route processing is likely, what selling approach should advertisers use?
hard sell, present factual information
What should adverts aimed at a higher need for cognition market also include?
some peripheral cues as people can ‘switch off’, will also appeal to lower cognition
In what circumstance would peripheral cues be better?
Little difference between rival brands (cars) so no point in convincing via CR
What study into need for cognition shows support for the ELM?
Haugtvedt 1992: attitudes of high NC people based on product attributes and low NC on peripheral cues
What point can be made about the 2 model’s approaches to individual differences?
HY research (Qualls and Moore 1990) considers individual differences but ELM explanation more detailed
What is a strength of the ELM?
better at distinguishing between permanent and temporary persuasion, CR = permanent, more likely to buy product if permanent persuasion
Which model is more detailed in its description of persuasion?
HY: attention and understand = too simplistic, doesn’t explain what messages should be used by each audience. ELM considers meaning and relevance of message to reciever
What research found successful adverts linking to a particular audience? How does this support ELM?
Agostinella and Grube 2002: success anti drinking campaigns in USA when celebrities used- drinkers little interest in campaigns. ELM: audience low NC = persuaded by style not facts
What does high self monitoring mean?
socially more self conscious, more likely to adapt behaviour according to situation and more image conscious
What research has been conducted on the CR and PR and self monitoring levels?
Snyder and de Bono 1985: high self monitoring = more persuaded by soft sell, vice versa - high SM want to be successful like people in adverts (image conscious)
What is the practical application of Snyder and de Bono’s research?
beauty products should be soft sell to attract high self monitors
What is a weakness of ELM in comparison to classical conditioning?
no explanation of how peripheral cues work
What are the similarities between HY and ELM?
focus on audience, explain best routes for persuasion, both cognitive models
