Week 4 Flashcards
what is the ABC- Hierarchy of Effect?
-the standard learning hierarchy
-the low involvement hierarchy
-the experiential hierarchy
what is the standard learning hierarchy?
(Think→Feel→Do) a problem- solving process. Beliefs lead to feelings, which in turn influence behaviour
what is the low-involvement hierarchy?
(Do→Feel→Think) Based on good or bad
experiences. Beliefs directly influence behaviour,
which in turn generates feelings
what is the experiential hierarchy?
(Feel→Think→Do) An emotional response. Feelings lead to behaviour, which in turn generates beliefs
how can attitudes be formed?
-classical conditioning- using a jingle
-Instrumental conditioning – the attitude object is reinforced.
- Learning through complex cognitive processes – learning what to do in social situation
what is the ‘attitude towards the advertisement (Aad)?
a predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion
what do the determinants include of Aad’s?
-Attitude towards the advertiser.
- Evaluations of the ad execution itself.
- The mood evoked by the ad.
- The degree to which the ad affects viewers’ arousal levels.
-The ad has an entertainment value.
what are the different attitudes and levels of commitment?
-compliance
-identification
-internalisation
what is meant by compliance?
formed to gain reward or avoid punishment
what is meant by identification?
formed to be similar to others
what is meant by internalisation?
has to become part of a person’s value system (hard to change once formed)
attitude incongruity:
when your attitudes don’t match with your behaviours
what does persuasion refer to?
an active attempt to change attitudes
what do emotional appeals try to do?
bond the consumer with the
product
