S1W8Adver Flashcards
Statistics
$260bn a year is spent on it
Exposed to 300-400 persuasive media messages a day.
Watch 1000 commercials a week.
Avoidance
Consumers avoid adverts e.g. muting TV.
Reasons:
• Boredom
• Interest in other activities
Attitude/Culture may impact on avoidance.
Message characteristics
Message content:
o Type of appeal (informational, emotional)
o Explicit/implicit conclusion
Message organisation:
o Order of arguments
o One or two sided
Medium:
o TV, paper etc.
Source characteristics
- Expertise
- Trustworthiness
- Likeability
- Status
- Ethnicity
Contribute to credibility.
Audience characteristics
- Initial position
- Self-esteem
- Personality
- Gender
- Age
Consistency Theories
People strive to maintain a balanced and harmonic view of themselves and the world.
Advertisement promotes change, causing imbalance.
People seek to re-establish equilibrium.
Theory of Reasoned Action & Planned Behaviour (TRA/TPB)
Ajzen & Fishbein (1980)
A person’s behaviour determined by their intention to perform the behaviour.
Intention determined by beliefs which determine action.
Beliefs:
• Attitude (TRA/TPB)
• Subjective norm (TRA/TPB)
• Perceived control (TPB)
If person believes people their age are vegan (subjective norm) they will buy products.
If people concerned with cost (attitude) advertising can focus on that.
Cognitive Dissonance (Festinger)
Any choice triggers dissonance – in order to reduce it we justify the choice.
Aronson and Mills (1959): the more difficult the initiation process the higher they rated the interestingness of a conversation about sex.
Persuasion
Encompasses attitude change and attitude formation
Induced compliance (Zimbardo)
When people are induced to behave in a way inconsistent with their beliefs.
Attitudes towards eating fried grasshoppers.
Filled in attitude questionnaires about foods (inc. grasshoppers).
Told by a negative or positive officer to eat one.
50% of them ate one.
Negative/positive officer affected how much they changed their attitude afterwards.
Negative officer (eaters) = 60% changed their attitude.
More likely to have dissonance (attitude change) when following someone you hate.
Self-perception Theory (Bem)
Alternative to dissonance.
We analyse our own behaviour to assess what attitudes we hold
Actions are socially influenced and not produced out of our own free will.
If you buy a sports car, you suddenly decide that you want to present sophisticated image to others even if that wasn’t your original intention.
Criticised as unlikely you would buy a sports car without some idea of what image you want to portray but with less costly items it might work.
Elaboration Likelihood Model
Central theme = degree of product involvement the consumer engages in.
If you need a phone you are more likely to be involved in
Two routes to persuasion: central and peripheral
ELM Central Route
High elaboration and scrutiny of the message determines attitude change.
Focusing on the price, features and tariffs of the phone.
ELM Peripheral Route
The environmental features of the message like attractiveness, source credibility and advertising slogans.
Elaboration Likelihood definition
How likely it is that an individual would engage in issue-relevant thinking in order to evaluate arguments used in persuasive message
