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27 Cards in this Set
- Front
- Back
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What conditions are necessary in order for something to go viral? |
context, stickiness, scalability, and effortless transfer |
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What are the 4 benefits of study persuasion? |
1. Instrumental (communications competence) 2. Knowledge & Awareness (habitual persuasion) 3. Defensive (3rd person effect) 4. Debunking (undo common sense assumptions) |
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What is the 3rd person effect? |
People tend to underestimate the influence of advertising on themselves and overestimate its effects on others |
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What is "the law of the few"? |
A small number of influential people can generate a groundswell of support for an idea, brand or phenomenon. |
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What is "gamification"? |
Application of video game methods to other contexts done in order to increase consumer engagement. |
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What are two critiques of persuasion? |
1. Ethically dubious 2. Conflicting findings |
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What are two defenses of persuasion? |
1. Persuasive motives 2. Defensive function |
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What are the five limiting criteria of persuasion? |
-interpersonal -intent -symbolic action -effect -free will |
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Elaboration Likelihood Model (ELM) |
Proposes two basic routes to persuasion: central and peripheral |
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Heuristic Systematic Model (HSM)1 |
Proposes two modes of info processing: heuristic-mental shortcuts systematic-central route |
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How do infographics work? |
Peripherally draws you in and then uses central route to solidify the information. |
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What are some key attributes of attitudes? |
-predispositions
-ascribe a valence -variance in intensity -object oriented -not a one-to-one link to behavior |
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What are pitfalls to explicit measures? |
1. Social desirability bias
2. Non-attitudes 3. Mindfullness |
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What are two self-report scales used to measure explicitly? |
1. Likert: "strongly agree" to "strongly disagree" 2. Semantic differential: series of bipolar adjectives such as light-dark |
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What are two scales used to measure implicitly? |
1. Implicit Association Test (IAT): respondents press keys in word-association tasks 2. Affect misattribution procedure 3. Evaluative priming |
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Theory of Reasoned Action (TRA) |
-assumes that people are rational decision makers who make use of all the info available to them
-an attitude toward a behavior will depend on beliefs about the outcome and evaluation of that outcome |
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How can advertising agencies manufacture favorable associations? |
-branding -authenticity -cause-related marketing -sloganeering -sponsorship |
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How do people reconcile incompatible attitudes? |
denial, bolstering, bargaining, differentiation, transcendence, modifying one or both attitudes, communicating |
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What is the "match-up hypothesis"? |
An endorser of a product must be a good fit for the brand being endorsed. |
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What is credibility? |
Judgements made by a perceiver concerning the believability of a communicator. |
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What are four important features of credibility? |
1. receiver-based-exists in the eye of the beholder 2. multidimensional-credibility is not one single quality but instead a combination 3. situational/contextual-credibility of the same person changes depending on the audience 4. dynamic-flucuates over time |
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What are the primary dimensions of credibility? |
-expertise -trustworthiness -goodwill |
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What are secondary dimensions of credibility? |
-extroversion -composure -sociability |
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True or false: Credibility is a central cue to persuasion. |
False-peripheral |
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What is the "sleeper effect"? |
Under the right circumstances, the delayed impact of a message may be more effective than its initial impact. |
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What is the impression management theory? |
Individuals attempt to manage others' impressions of themselves by trying to say and do the right things. facework: manufacturing their social standing in the eyes of others |
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What are some strategies for enhancing one's credibility? |
1. Be prepared. 2. Cite evidence for your position. 3. Cite your expertise on the topic up front. 4. Demonstrate honesty/sincerity. 5. Display goodwill. 6. Improve your likability, or L-factor. 7. Adopt a language and delivery style appropriate for your audience. |
