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61 Cards in this Set
- Front
- Back
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sentiment tracking
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a process of monitoring and measuring social media to gauge the public's mood in nearly real time. software can track how a person brand or issue is trending based on the number of tweets generated
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idea stickiness
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means that it is inherently attractive. without some sort of natural appeal people wont gravitate toward the idea. Ex Live strong bracelets
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scalability
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it must be easy to ramp up production of the idea, product, or message to meet demand
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effortless transfer
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is another ingredient in the recipe for an effective viral campaign. Ex free media, email attachment online
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gamification
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is being used to stimulate consumer interest and involvement. It applies videogame methods to other contexts to increase consumer engagement. People like games and enjoy competition ex. parents getting infants to eat their vegetables
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Debunking function
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The 4th reason for studying, takes away the mystical, why did it not work. The study of human influence can aid in dispelling various common sense assumptions and homespun notions about persuasion.
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3 types of persuasions
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Changing belief
Changing an attitude Changing an action or behavior |
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Likert Scale
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1 to 5, 1 to 7, how much you agree. Always numbered with two anchor points. Consists of a serious of statement about some attitude or object, followed by a continuum of choices ranging from strongly agree to strongly disagree
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Semantic Differential scales
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measures attitudes. It is based on connotative meanings words have for people. The scale consists of a series of bipolar adjective pairs or stated more simply, opposites such as light-dark, fast-slow, happy-sad and so on. The respondents overall attitude is represented by the average of the spaces checked on all of the items.
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Social Desirability Bias
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When people know their words or actions are on display they may exhibit what they perceive to be socially acceptable norms of conduct.
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Cause-related marketing
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Will make you feel better about yourself by feeling good about their purchases. They aren’t just shopping they are contributing to the greater good. Example: Buying Toms
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Sloganeering
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jungle or slogan that people can connect to. Slogans imbue the products with positive qualities that over time become embedded in receivers’ minds.
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Psychological consistency
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people want to behave with their values; they want it to be consistent. I want people I like to like the movies I like. People like to be consistent.
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Marketing inconsistency
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Get you to switch brands, and here is why you are going to switch. Come up with a tactic to change. They want us to have second thoughts about products and services on which we have been relying on
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Cognitive dissonance
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values and beliefs are inconsistent and then I will make them consistent, change the way I think or my behavior. The basic idea is that after making a decision or performing a behavior a person worries about whether she or he made the right decision or did the right thing.
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Buyer’s remorse
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residue of all the buying mistakes and recognition that they want to be better buyers
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Polarization of alternatives
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We tend to polarize the attractiveness of the alternatives once the decision is made. There are pros and cons. When making the choice she will tend to disparage the unchosen brand and value the chosen brand even more.
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Psychological reactance
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The tendency to react defensively to perceived encroachments on our freedom. People like to have their freedom so want it when taken away.
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Counter-attitudinal advocacy
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involves having a person create and present (orally or in writing) a message that is at odds with his or her existing attitudes. For example claiming you favor capital punishment when in fact you oppose it.
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what is an attitude
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1. Reflect tendencies or predispositions to respond to things in predictable ways.
a. We don’t have time to reflect on each and every action we take in life, so attitudes provide us with mental templates that guide our behavior. 2. Evaluation dimensions a. Attitudes vary in degrees or intensity. Not all attitudes are equal. b. Stronger attitudes, whether positive or negative, tend to be better predictors of behavior and less subject to change. 3. Attitude object a. Attitudes may be held in memory or formed on the spot, but people hold attitudes about things to towards things. |
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Three pitfalls for measuring attitudes
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Social desirability bias: when people know their words or actions are on display they may exhibit what they perceive to be socially acceptable norms of conduct.
2. Non-attitudes: People don’t want to appear uninformed or unintelligent. So when they are asked for their attitude on a particular issue they simply make one up. 3. Mindfulness: In order for a person to mark the space on any self-report measure, the person must be aware of what his or her attitude is. Unfortunately, respondents often, quite literally don’t know their own minds. For example: a person might be racist without consciously realizing it. |
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3 roundabouts for measuring attitudes
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1. Appearances: they can be deceiving
2. Associations: It makes sense that people enter careers, join organizations and establish affiliations with groups of like-minded people. 3. Behavior: A persons overt actions, mannerisms, habits, and nonverbal cues can be used to infer his or her attitudes. |
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What is the Match-Up hypothesis?
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You are going to have a product you have to have a good fit. Suggests that an endorser must be a good fit for the brand being endorsed. Have a good celebrity or figure matched with the product
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How does the text define credibility?
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Credibility is judgments made by a perceiver concerning the believability of a communicator
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What are the 3 primary dimensions of credibility?
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1. Credibility is a receiver-based construct
a. Credibility exists in the eye of the beholder. Could be creditable to one persons but not to the other 2. Credibility is a multidimensional construct a. Credibility isn’t a single quality but a combination of qualities a source is believed to posses. 3. Credibility is a situational/ contextual Phenomenon a. A persuaders credibility is subject to change as he or she moves from one audience or setting to another. |
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Give an example of a secondary dimension of credibility?
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Dynamism: by some and extroversion by others has to do with how energetic, animates the source appears.
Composure: A source who loses composure or who seems nervous or will at ease may lose credibility. |
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What is the effect of source credibility on receivers who are not highly involved in an issue?
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Sources whom already posses high credibility may be more influential when they express their opinions with less certainty or expertise in the field he or she is attempting to persuade.
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Celebriticracy:
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sell celebrity can increase selling power.
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Third –person effect:
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shows that people believe media has much less effect on themselves than on others. Why it might not work
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The halo effect:
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allows someone to have one quality and we assume they have a bunch of other qualities. (The film attractiveness, teacher, )
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Sleeper effect:
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across time is it better to use low creditably giver than a high-creditably because over time it goes on people. Suggests that under the right circumstances the delayed impact of a message may be more effective than its initial impact
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What do we know about age and persuasion?
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Children are easy target for persuasion. Children tend to be especially vulnerable to persuasive trickery because they lack the ability to understand the nature and intent of persuasive attempts.
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What are the lures "Never Take Candy from Stangers"
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assistance, authority, bribery, the emergency, the funs and games, the ego/fame, magic and rituals, pornography, the hero, the jobs
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What do we know about anxiety and persuasion?
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When trying to persuade anxious people be sure to include specific recommendations for avoiding the harms along with reassurances that if they follow the recommendations everything will be ok.
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collectivist culture
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value harmony, concern for others, and the goals of the group over the goals of the individual
China |
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individualistic cultures
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tend to value independence and the goals of the individual over the goals of the collective
US |
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intelligence and persuasion
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less intelligent people are easier to persuade
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social judgement theory hold and predict
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Argues that on this continuum of positions, we each have a most preferred position called an anchor.
Metaphor anchor, drop anchor in the ocean the boat with move side to side a little. Anchor point is your existing attitude toward something, latitude is would I accept or reject something. Can’t take people far from their anchor point. |
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cognitively complex vs. cognitively simple
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people who uses a large number of different and abstract constructs that are well integrated ar
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Anchor Points
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most preferred position
Two people agreeing that murders should spend their lives in prison with no chance of parole this anchor point is represented by an X. Of course the anchor position Is not the only position a person might find acceptable. |
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latitude of acceptance
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these are the positions shes finds tolerable
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latitude of non-commitment
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contains positions about which a person fees neutral or ambivalent. Being neutral
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Latitude of rejection
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contains positions that a person would reject
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Contrast effect
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When a messages fall too far away from a persons anchor position the person perceives the message to be farther away from the anchor than it really is.
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What are the variables related to conformity?
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group size, security in numbers, moral conviction, indoctrination, identification and conformity, communicator characteristics
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Informative influence vs Normative influence
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Informational Influence, the desire to be right and we conform to the group because we think the group may be correct. However sometimes we conform to a group because it has
Normative Influence, we conform in order to gain rewards (to be liked) and avoid punishment (scorn) that are associated with agreement and disagreement. |
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4 stages found that cults use to lure members into the group
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softening-up stage, compliance, internalization, consolidation stage
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What are the five different reasons conformity occurs?
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the group locomotion hypothesis, social comparison theory, balance theory, epistemological weighting hypothesis, the hedonistic hypothesis
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Identification
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occurs when people are unite in substance (when they share attitudes, activities, ideas, possessions, and so forth)
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Reference Group
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a group that has the power to influence us through the process of identification
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Explicit norms
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are expectations that are written or spoken openly by a group of people about what behaviors or opinions are right or wrong.
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Peer-suasion
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the pressure to conform due to peers
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De-individuation
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crowds influence peoples behaviors, occurs when being in a group causes people to become less aware of themselves and less concerned with how others will evaluate them.
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Social loafing
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the reduction in motivation and effort when individuals work collectively compared with when they work individually or coactively.
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Collective effort model
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argues that we tend to get lazy if we don’t expect our efforts to lead to personally valued outcomes or if we don’t think our effort will be instrumental in obtaining those outcomes. Thus social loafing occurs because we don’t think we will get credit we due or achieve the results we desire
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Free ride effect
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slack off because we think we can get away with it, people try to benefit from the efforts of others
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Sucker effect
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people slack off in order to match the level of work done by others, occurs when people suspect that other may be taking a free ride
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Social facilitation effect
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opposite from loafing, the tendency to perform better when other people are around you.
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Risky shift phenomenon
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-individuals make riskier decision when they were in groups than they did when alone
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Group polarization phenomenon
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groups cause people to be more extreme in their decisions, slightly risky decision to riskier, conservative decision to even more conservative decision
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Pregiving
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Entails trying to get someone to comply by acting nice or doing favors for him or her in advance.
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