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50 Cards in this Set

  • Front
  • Back
-attempt to change attitudes
-psychological principles that influence people to change their minds or comply with a request
persuasion
people are more likely to give if they receive
reciprocity
items become more attractive when they are less available
scarcity
believe authoritative source more readily
authority
try not to contradict themselves in terms of what they say and do
consistency
tend to agree with those we like or admire
liking
take into account what others are doing before we decide what to do
consensus
helps to determine consumers acceptance of it as well as their desire to try a new product
message source
-emphasize negative consequence of being left out
-directly compare to competition
message construction
-print ad
-tv
-door-to-door
-website
media
-who is it we are talking to?
-uses different tactics for different segment
target market characteristics
number of elements are necessary for communication to be achieved:
-source
-message
-medium
-one or more receivers
-feedback
communications model
marketers are so much more successful when: consumers agree to let marketers try
permission marketing
active, goal-directed consumers draw on mass media to satisfy needs
uses and gratification theory
directly yields a transaction
first-order response
response not in the form of a transaction
second-order response
different effects if communicated by a different source
source effects
should be a match between needs of recipient and potential rewards source offers
credibility and awareness
expertise, objectivity, or trustworthiness
source credibility
perceived social value
source attractiveness
-halo effect
-attractive source more likely when product related to attractiveness
"what is beautiful is good"
-symbolizes categories such as status, social class, gender, age, and personality type
cultural meanings
celebrity's image and that of product are similar
match-up hypothesis
source's knowledge not accurate
knowledge bias
source has knowledge, but the willingness to convey it is comprised
reporting bias
the more involved a company appears in dissemination of news, the less credible it becomes
corporate paradox
word of mouth that is viewed as authentic and generated by customers
buzz
dismissed as inauthentic - corporate propaganda planted by a company with an axe to grind
hype
picture strongly related to copy
framed
visual images allow the receiver to group information at the time of encoding
-stronger memory traces that adds retrieval over time
chunk
-pictures and words can differ in vividness
-powerful descriptions or graphics command attention and are embedded in memory
vividness
boosts consumer awareness of brand, even though nothing new has been said
mere exposure
consumer no longer pays attention to the stimulus because of boredom or fatigue
habituation
-people will eventually tune it out
-be paying for advertisements people will not pay attention to
-it takes 3 exposures to learn
problem of repetitive advertisements
only positive arguments
supportive argument
positive and negative information
two-sided argument
-depends on nature product and relationship consumers have with it
-recall better for "thinking" rather than "feeling"
emotional vs. rational appeals
draws attention - may be counterproductive unless product is related to sex
sexual appeals
inhibit counter-arguing, increase likelihood of message acceptance
distraction
-emphasize negative consequences - unless the consumer changes a behavior or an attitude
-used in social marketing contexts
-effective when moderate threat and solution presented
fear appeals
experiential, involving the audience emotionally
drama
source speaks directly to the audience
lecture
consumer associates product usage with some subjective sensation
transformational advertising
story about an abstract trait or concept that has been personified as a person, animal, or vegetable
allegory
placing two dissimilar objects into a close relationship such as "A is B"
metaphor
compares two objects "A is like B"
similie
combines play on words and relevant picture
resonance
once a customer receives a message, he or she begins to process it
elaboration likelihood model (ELM)
-taken under conditions of high involvement
-cognitive responses
central route to persuasion
-taken under conditions of low involvement
-peripheral cues
peripheral route to persuasion