Week 1 Flashcards
directive theories
Theories that deal with HOW someone processes information
dynamic theories
Theories that deal with WHY someone processes information
Input factors are…
the components that can be used to construct the communication
Output factors are…
the steps that the communication must evoke for persuasive impact to occur
What are McGuire (1989)’s 5 input factors
- message, 2. source, 3. channel, 4. receiver, 5. destination/effect
attenuated-effects fallacy
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
distant-measure fallacy
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
neglected-mediator fallacy
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
compensatory principle
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
golden mean principle
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
situational-weighted principle
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
self-persuasion theory
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)
Carl Hovland’s four-step process model
- attention, 2. understanding, 3. acceptance, 4. retention
Which advertising goal is the easiest to accomplish?
Recognition of an advertisement
An advertising regulator’s main purpose is to…
Ensure advertising complies with the national Code of Advertising
Who was the first to discern source, recipient and content as characteristics of a persuasive communication that affect its influence?
Aristotle
Lasswell’s model of communication
(1) Who says (2) what in which (3) channel to (4) whom, with what (5) effect?
Yale model of persuasion
- Attention
- Understanding
- Acceptance
- Attitude
- Behavior
2 critiques of the Yale model are
- 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
6 steps to behaviour change according to McGuire’s inoculation theory
- presentation, 2. attention, 3. comprehension, 4. yielding, 5. retention, 6. behaviour
this was the original model, later expanded to 13 steps
cognitive response theory
- Greenwald
- HOW we process information and how it affects current attitudes
- Assumption: all attitude change is the result of conscious processes
AIDA model
- 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
code of advertising
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.
primary attention
First step in processing information. Takes minimal cognitive ability. During this stage, receiver decides whether to continue or stop paying attention
secondary attention
The receiver pays deliberate attention for a specific duration and in a certain way
