Week 1

Question 1

directive theories

Answer 1

Theories that deal with HOW someone processes information

Question 2

dynamic theories

Answer 2

Theories that deal with WHY someone processes information

Question 3

Input factors are…

Answer 3

the components that can be used to construct the communication

Question 4

Output factors are…

Answer 4

the steps that the communication must evoke for persuasive impact to occur

Question 5

What are McGuire (1989)’s 5 input factors

Answer 5

1. message, 2. source, 3. channel, 4. receiver, 5. destination/effect

Question 6

attenuated-effects fallacy

Answer 6

You should make sure not to exaggerate the likely persuasive impact of a message, as the probability of each step occurring is at least to some extent dependent on the earlier steps. The probability of actual behaviour change is thus relatively small

Question 7

distant-measure fallacy

Answer 7

When the effectiveness of an ad is measured based on an early output factor (e.g. exposure or attention), this says nothing about the effectiveness of the ad in changing people’s BEHAVIOUR

Question 8

neglected-mediator fallacy

Answer 8

e.g. adding humour or music to enhance step 2 and 3 (attention and liking) without considering possible negative effects of these distracters on step 4 and 6, comprehension and agreement

Question 9

compensatory principle

Answer 9

While higher education may lower the likelihood of yielding, it increases attention and comprehension. This may actually make them more likely to be persuaded instead of less likely

Question 10

golden mean principle

Answer 10

Impact of the input factor may be inverted by one of the steps. Keeping input factors (e.g. anxiety arousal) to intermediate levels can prevent this inverted relationship between input and impact

Question 11

situational-weighted principle

Answer 11

For every input factor, you should look which of the output steps it enhances and which it reduces. Then it can be deduced what the optimal level for the input variable (e.g. amount of anxiety arousal) should be

Question 12

self-persuasion theory

Answer 12

The communication/persuasion matrix assumes that persuasion involves new information. We could also assume that persuasion involves activating information already present in someone’s brain (E.g. increasing the salience of something that a person already accepts)

Question 13

Carl Hovland’s four-step process model

Answer 13

1. attention, 2. understanding, 3. acceptance, 4. retention

Question 14

Which advertising goal is the easiest to accomplish?

Answer 14

Recognition of an advertisement

Question 15

An advertising regulator’s main purpose is to…

Answer 15

Ensure advertising complies with the national Code of Advertising

Question 16

Who was the first to discern source, recipient and content as characteristics of a persuasive communication that affect its influence?

Answer 16

Aristotle

Question 17

Lasswell’s model of communication

Answer 17

(1) Who says (2) what in which (3) channel to (4) whom, with what (5) effect?

Question 18

Yale model of persuasion

Answer 18

1. Attention
2. Understanding
3. Acceptance
4. Attitude
5. Behavior

Question 19

2 critiques of the Yale model are

Answer 19

• The model only states that motivated people will take in information (if paying attention) but not HOW that process works
• Recipient is rather PASSIVE in this model: as soon as he/she is motivated to pay attention, they will internalize the contents, shaping their attitude and behaviour

Question 20

6 steps to behaviour change according to McGuire’s inoculation theory

Answer 20

1. presentation, 2. attention, 3. comprehension, 4. yielding, 5. retention, 6. behaviour

this was the original model, later expanded to 13 steps

Question 21

cognitive response theory

Answer 21

• Greenwald
• HOW we process information and how it affects current attitudes
• Assumption: all attitude change is the result of conscious processes

Question 22

AIDA model

Answer 22

1. attention, 2. interest, 3. desire, 4. action

recipient seen as passive, sequential steps

Sometimes also includes satisfaction (AIDAS) -> reassuring the customer that he has made the right decision

Question 23

code of advertising

Answer 23

Regulations about advertisements, a number of shared ethical rules, recognizing that advertising should be legal, decent, honest, truthful and with a sense of social responsibility and respect for the rules of fair competition. Might also include rules regarding children.

Question 24

primary attention

Answer 24

First step in processing information. Takes minimal cognitive ability. During this stage, receiver decides whether to continue or stop paying attention

Question 25

secondary attention

Answer 25

The receiver pays deliberate attention for a specific duration and in a certain way