Week 2 Flashcards
attitude is generally defined as…
Attitude is generally defined as an evaluative response to a stimulus, either positive or negative
Credibility is the product of three factors of the source of a message. What are these three factors?
Expertise, sympathy and reliability
In what situation would you prefer that consumers process your television commercial via the peripheral route instead of the central route?
If you have weak arguments
What is important for the perceived expertise of the celebrity?
That there is a logical match between the celebrity and the advertised product
According to dual-process models, what can people base their attitude upon?
People can base their attitude upon both central and peripheral processing of information
IFEC relationship strategy is aimed at…
Personal identity, values, and norms
When you are influenced by what other people do, you are influenced by …?
the descriptive norm
When you are influenced by what other people think you should do, you are influenced by …?
the indjunctive norm
What are the 3 types of determinants in the theory of planned behavior?
- attitude
- social norms
- perceived behavioral control
What are the 3 components of an attitude?
- cognitive response
- affective response
- behavioral/conative response
What are the 5 behavioral determinants in the IFEC
- instrumental advantages/disadvantages
- social influence
- self-efficacy
- personal identity, values and norms
- affect / emotional consequences
IFEC persuasion strategy is aimed at…
Instrumental or cognitive beliefs about advantages of the brand
IFEC social strategy is aimed at…
Connecting the brand to with specific social groups and their goals, values and symbols
IFEC self-efficacy strategy is aimed at…
Changing control beliefs, show that brand can make life easier
IFEC emotions strategy is aimed at…
Stressing the (positive) emotional consequences of using the brand
Four-phase plan of vd Putte and Dhont
- Elicitation phase
- Model measurement phase
- Message development phase
- Testing phase
5 characteristics of attitudes
- They focus on an object, person, organization or event
- They are either positive or negative
- They can be based on cognitive beliefs about characteristics of the attitude object
- They can be based on affective responses to the attitude object
- They have consequences for behavior towards the attitude object
In the ELM, on what 4 factors does information processing depend?
- available time
- motivation to elaborate
- ability to elaborate
- need for cognition
What’s the difference between ELM and Chaiken’s heuristic-systematic model
- central = systematic, peripheral = heuristic
- two routes can be taken SIMULTANEOUSLY
- two routes can interact
Describe Kahneman’s model
- System 1 (intuitively formed attitudes) –> intuitive and quick information processing
- System 2 (reasoned formed attitudes) –> analytical and slow information processing
evaluative conditioning
Weak attitudes take a much longer time to become ‘anchored’ in our memory. But, if a positive attitude is generated repeatedly, it might more likely be anchored
4 ways to measure attitudes
- likert scale
- semantic differential
- expectancy value models (TBP)
- implicit measures
Describe the 2 implicit attitude measures
- evaluative priming
Seeing or hearing one positive word or image makes it easier to identify other positive words in that category and more difficult to identify negative ones, and vice versa - implicit association test
Compares how quickly people are able to categorize specific attitude objects when the categories are coupled with other words or terms (either positive or negative)
Define persuasion
When our attitudes and behavior are swayed by arguments
What is rhetoric concerned with
Rhetoric is concerned with the structure of an argument and the figures of speech used to change other people’s minds. How we reach conclusions through logical reasoning?
Deductive arguments
Deductive arguments follow a ‘top-down’ structure, starting out with a more general statement from which a more specific, logical conclusion is derived
When do we call an argument valid?
When the conclusion MUST be true IF the premises are true
Note: untrue premises don’t make the argument itself invalid
When do we have a sound argument?
If the premises are TRUE and our argument is valid
Note: just because an argument is valid, does not mean that the argument is sound
Modus ponens
If P then Q. P. Therefore Q.
Modus tollens
If P then Q. Not-Q. Therefore Not-P.
Inductive arguments
Inductive arguments follow a ‘bottom-up’ structure, starting out with statements that describe a specific situation from which a more general conclusion can be drawn
Can inductive arguments be valid and strong/weak?
- Not valid, because there will always be exceptions
- Inductive arguments can be strong or weak. They are strong when the conclusion that follows the premises is highly likely to be true
Primacy and recency effect
- the first argument that is posed has the greatest effect (recency effect)
- works best when 2 arguments are presented in quick succession
- the last argument that is posed has the greatest effect (recency effect)
- works best if we hear a second argument much later then the first
rhetorical question + 3 persuasive characteristics
The answer is already within the question, implicitly
1) They make us think because we have a strong innate tendency to answer the questions put to us
2) Many people also gain pleasure from ‘solving’ a rhetorical question, particularly if phrased ironically
3) Can also be used to suggest agreement between the source and the recipient
suggestive question
Questions involving an assumption or expectation, that can be answered with yes or no
paradox
an apparent contradiction, which is primarily used to attract attention
prolepsis
highlight a word or phrase by putting it at the beginning of a sentence
‘Coke is it!’
enumeration
highlighting an aspect by repeating it
‘Sir, you are a silly, silly man’
tautology
highlighting something by saying the same thing twice, but using different words
‘You can scream and shout as much as you like’
pleonasm
highlight something by explicitly stating an inherent characteristic from that word or phrase
‘Buy this product and receive a free gift’
euphemism
influence the valence, make something bad sound more acceptable
‘incorrectly informing’ (misleading)
metaphor
a name, term or image is linked with another word, phrase or object to which it is applicable only figuratively, to make something more accessible
3 ways in which figures of speech influence our interpretation
- By emphasizing one particular aspect of an argument
- By influencing the valence of an event
- By making specific information more cognitively accessible
