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19 Cards in this Set
- Front
- Back
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Persuasion Matrix |
A communications planning model in which the stages of the response process (dependent variables) and the communications components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables |
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Source |
The sender-person, group, or organization-of the message |
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Credibility |
The extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and and can be trusted to give an unbiased opinion or present objective information on the issue |
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Internalization |
The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue. |
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Sleeper effect |
A phenomenon in which the persuasiveness of a message increases over time |
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Attractiveness |
A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability. |
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Identification |
The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior. |
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Source Power |
The power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver |
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Compliance |
A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment |
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Primacy effect |
A theory that the first information presented in the message will be the most likely to be remembered |
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Recency effect |
The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered |
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One-sided message |
Communications in which only positive attributes or benefits of a product or service are presented |
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Two-sided message |
A message in which both good and bad points about a product or claim are presented |
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Refutational appeal |
A type of message in which both sides of the issue are presented in the communication, with arguments offered to refute the opposing viewpoint. |
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Comparative advertising |
The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics |
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Fear appeals |
An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior |
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Wearout |
The tendency for a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly |
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Qualitative media effect |
The positive or negative influence the medium may contribute to the message |
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Clutter |
The non program material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like |
