Podcast
Questions and Answers
What is the primary purpose of persuasion?
What is the primary purpose of persuasion?
- To influence someone's beliefs, attitudes, or behaviors (correct)
- To entertain individuals through communication
- To educate an audience about a subject
- To create a detailed analysis of a product
Which characteristic of the source can significantly increase persuasion?
Which characteristic of the source can significantly increase persuasion?
- The source’s nationality
- The length of the communication
- The attractiveness of the source (correct)
- Complexity of the message
Why is source credibility critical in persuasion?
Why is source credibility critical in persuasion?
- It determines the entertainment value of the communication
- It relies on the length of the communication
- It ensures the source is often very famous
- It influences the audience’s acceptance of the message (correct)
Which of the following factors does NOT directly relate to source credibility?
Which of the following factors does NOT directly relate to source credibility?
What role does the message itself play in the persuasion process?
What role does the message itself play in the persuasion process?
Which audience characteristic is NOT likely to impact how a message is received?
Which audience characteristic is NOT likely to impact how a message is received?
How can familiarity with a source affect persuasion?
How can familiarity with a source affect persuasion?
Which of these is an example of persuasive communication through channels?
Which of these is an example of persuasive communication through channels?
What is the primary difference between compliance and persuasion?
What is the primary difference between compliance and persuasion?
Which of Cialdini's principles explains why consumers may be influenced by celebrities endorsing a product?
Which of Cialdini's principles explains why consumers may be influenced by celebrities endorsing a product?
What did Goldstein et al. (2008) discover in their towel study?
What did Goldstein et al. (2008) discover in their towel study?
The Trickle-Down Theory in fashion suggests what about the spread of fashion?
The Trickle-Down Theory in fashion suggests what about the spread of fashion?
What does the term 'cultural appropriation' imply?
What does the term 'cultural appropriation' imply?
How does scarcity influence consumer behavior according to Cialdini's principles?
How does scarcity influence consumer behavior according to Cialdini's principles?
What is meant by the concept of 'cultural selection'?
What is meant by the concept of 'cultural selection'?
What is a key factor influencing spending habits as observed in consumer behavior?
What is a key factor influencing spending habits as observed in consumer behavior?
What can be a negative effect of using humor in marketing?
What can be a negative effect of using humor in marketing?
Which of the following is a characteristic of the Central Route in the Elaboration Likelihood Model?
Which of the following is a characteristic of the Central Route in the Elaboration Likelihood Model?
What is the primary distinction between Simple Decisions and Difficult Decisions?
What is the primary distinction between Simple Decisions and Difficult Decisions?
Which statement about emotional appeals in marketing is true?
Which statement about emotional appeals in marketing is true?
In the context of marketer's goal in decision making, what is their main objective?
In the context of marketer's goal in decision making, what is their main objective?
What does the term 'determinant attributes' refer to in consumer decision making?
What does the term 'determinant attributes' refer to in consumer decision making?
What type of violation is considered 'benign' in the context of humor?
What type of violation is considered 'benign' in the context of humor?
What is the Compensatory Rule in consumer decision making?
What is the Compensatory Rule in consumer decision making?
What influences consumer exclusion from the consideration set?
What influences consumer exclusion from the consideration set?
What is the role of the Call to Action (CTA) in a marketing message?
What is the role of the Call to Action (CTA) in a marketing message?
What is typically characteristic of the Peripheral Route in the Elaboration Likelihood Model?
What is typically characteristic of the Peripheral Route in the Elaboration Likelihood Model?
Which option best describes a one-sided argument style in marketing?
Which option best describes a one-sided argument style in marketing?
Which type of decisions typically involve lower effort from consumers?
Which type of decisions typically involve lower effort from consumers?
Which statement best summarizes the Elaboration Likelihood Model (ELM)?
Which statement best summarizes the Elaboration Likelihood Model (ELM)?
What is the primary goal of persuasion in consumer behavior?
What is the primary goal of persuasion in consumer behavior?
How do consumers currently interact with mass media according to the new dynamic environment?
How do consumers currently interact with mass media according to the new dynamic environment?
Which of the following best describes consumers' persuasion knowledge?
Which of the following best describes consumers' persuasion knowledge?
What is a common tactic used in persuasion that can mislead consumers?
What is a common tactic used in persuasion that can mislead consumers?
In terms of consumer interactions with advertisements, what role do rhetorical questions play?
In terms of consumer interactions with advertisements, what role do rhetorical questions play?
Which method is considered a borrowed interest tactic in marketing?
Which method is considered a borrowed interest tactic in marketing?
What is a key characteristic of source credibility in the context of persuasion?
What is a key characteristic of source credibility in the context of persuasion?
What is a potential negative effect of excessive use of humor in marketing?
What is a potential negative effect of excessive use of humor in marketing?
What factor is most directly related to the perception of expertise in a persuasive message?
What factor is most directly related to the perception of expertise in a persuasive message?
In which scenario is trustworthiness particularly important in persuasion?
In which scenario is trustworthiness particularly important in persuasion?
Which factor can enhance the likability of a persuasive source?
Which factor can enhance the likability of a persuasive source?
What effect describes how familiarity with a source can influence its perceived credibility?
What effect describes how familiarity with a source can influence its perceived credibility?
Which type of audience would likely be persuaded more by the central route of persuasion?
Which type of audience would likely be persuaded more by the central route of persuasion?
Which approach tends to result in less enduring attitude change?
Which approach tends to result in less enduring attitude change?
What is a key characteristic of a two-sided argument in persuasion?
What is a key characteristic of a two-sided argument in persuasion?
When is it most effective to use fear-based appeals in marketing?
When is it most effective to use fear-based appeals in marketing?
Why might comparative advertising be particularly challenging for new products?
Why might comparative advertising be particularly challenging for new products?
How does the use of vivid imagery impact message persuasion?
How does the use of vivid imagery impact message persuasion?
What should marketers consider when tailoring a message for peripheral route processing?
What should marketers consider when tailoring a message for peripheral route processing?
What is a significant challenge when using humor in marketing messages?
What is a significant challenge when using humor in marketing messages?
What does the inverted U hypothesis suggest about fear appeals?
What does the inverted U hypothesis suggest about fear appeals?
What is one impact of using sexual appeals in marketing?
What is one impact of using sexual appeals in marketing?
What type of route should be utilized when the receiver is motivated and able to elaborate on the message?
What type of route should be utilized when the receiver is motivated and able to elaborate on the message?
Which aspect is important for a message to be persuasive when using the Central Route?
Which aspect is important for a message to be persuasive when using the Central Route?
What is a key characteristic of humor that can enhance consumer attention?
What is a key characteristic of humor that can enhance consumer attention?
When is humor more effective in advertisements according to the Peripheral Route?
When is humor more effective in advertisements according to the Peripheral Route?
What must occur for a violation to be considered benign in humor?
What must occur for a violation to be considered benign in humor?
What defines psychological violations in humor?
What defines psychological violations in humor?
What type of violation typically involves social norms that are not commonly accepted?
What type of violation typically involves social norms that are not commonly accepted?
How does relevant humor impact consumer behavior in ads?
How does relevant humor impact consumer behavior in ads?
Which element is NOT crucial when assessing the humor in marketing?
Which element is NOT crucial when assessing the humor in marketing?
What can undermine the credibility of a spokesperson in advertising?
What can undermine the credibility of a spokesperson in advertising?
Which of the following is an example of a behavioral violation in humor?
Which of the following is an example of a behavioral violation in humor?
What does 'transfer effects' refer to in the context of humor in marketing?
What does 'transfer effects' refer to in the context of humor in marketing?
According to Benign Violation Theory, what is essential for humor to be generated?
According to Benign Violation Theory, what is essential for humor to be generated?
Which decision making approach involves a high level of processing effort and is typically used for unfamiliar or high-stakes purchases?
Which decision making approach involves a high level of processing effort and is typically used for unfamiliar or high-stakes purchases?
What term describes decision rules that act as shortcuts in the decision-making process?
What term describes decision rules that act as shortcuts in the decision-making process?
Which segment of decision making involves low involvement but high processing effort, typically characterized by a lack of loyalty?
Which segment of decision making involves low involvement but high processing effort, typically characterized by a lack of loyalty?
What factor does NOT generally increase the need for information search before making a purchase decision?
What factor does NOT generally increase the need for information search before making a purchase decision?
Which type of risk is associated with the financial implications of a product?
Which type of risk is associated with the financial implications of a product?
When consumers feel a significant discrepancy between their current state and desired state, which initial step of the decision-making process are they engaged in?
When consumers feel a significant discrepancy between their current state and desired state, which initial step of the decision-making process are they engaged in?
What is typically true about consumers with high situational involvement in decision making?
What is typically true about consumers with high situational involvement in decision making?
Which of these consumer decision making levels is characterized by habitual purchases without active consideration?
Which of these consumer decision making levels is characterized by habitual purchases without active consideration?
In the context of decision making, what is the potential negative consequence of physical risk?
In the context of decision making, what is the potential negative consequence of physical risk?
How does the concept of involvement affect the decision-making process?
How does the concept of involvement affect the decision-making process?
What decision-making approach evaluates brands based on their weighted attributes and assumes consumers will select the one with the highest score?
What decision-making approach evaluates brands based on their weighted attributes and assumes consumers will select the one with the highest score?
Which non-compensatory decision-making rule involves setting a minimum acceptable standard for each product attribute?
Which non-compensatory decision-making rule involves setting a minimum acceptable standard for each product attribute?
What category of decision making is characterized by a systematic and deliberate process when evaluating unfamiliar products?
What category of decision making is characterized by a systematic and deliberate process when evaluating unfamiliar products?
Which factor is least likely to impact consumer decision making when purchasing a familiar product?
Which factor is least likely to impact consumer decision making when purchasing a familiar product?
What is the main factor in the expectancy disconfirmation model that leads to consumer dissatisfaction?
What is the main factor in the expectancy disconfirmation model that leads to consumer dissatisfaction?
In buyer sensitivity to risk, which group is most vulnerable to functional risk?
In buyer sensitivity to risk, which group is most vulnerable to functional risk?
What type of influence occurs when individuals change their behaviors to satisfy a particular group's expectations?
What type of influence occurs when individuals change their behaviors to satisfy a particular group's expectations?
In consumer decision making, which factor can create negative feelings if consumers perceive excessive waiting time?
In consumer decision making, which factor can create negative feelings if consumers perceive excessive waiting time?
Which type of reference group holds significant influence over an individual's aspirations or behaviors?
Which type of reference group holds significant influence over an individual's aspirations or behaviors?
What consumer behavior is associated with a need for psychological association with a group and the acceptance of its norms and values?
What consumer behavior is associated with a need for psychological association with a group and the acceptance of its norms and values?
What is considered a primary driver of post-purchase satisfaction?
What is considered a primary driver of post-purchase satisfaction?
What form of risk is associated with the fear of being negatively viewed by peers?
What form of risk is associated with the fear of being negatively viewed by peers?
What does the endowment effect describe?
What does the endowment effect describe?
What type of consumer action occurs when a product is returned or discarded after use?
What type of consumer action occurs when a product is returned or discarded after use?
Which of the following is NOT a component of situational influences on consumer decision making?
Which of the following is NOT a component of situational influences on consumer decision making?
What is the main implication of prospect theory?
What is the main implication of prospect theory?
Which of the following best describes bounded rationality in consumer behavior?
Which of the following best describes bounded rationality in consumer behavior?
Which power type is defined by having access to knowledge that influences others' decisions?
Which power type is defined by having access to knowledge that influences others' decisions?
What refers to the tendency of consumers to seek variety in their purchases influenced by crowd density?
What refers to the tendency of consumers to seek variety in their purchases influenced by crowd density?
Which type of cognitive bias involves making decisions based on previously invested resources?
Which type of cognitive bias involves making decisions based on previously invested resources?
In the context of product disposal, what does lateral cycling refer to?
In the context of product disposal, what does lateral cycling refer to?
What term describes a consumer's selective exposure to advertising?
What term describes a consumer's selective exposure to advertising?
What are determinant attributes in consumer decision-making?
What are determinant attributes in consumer decision-making?
Which of the following best describes the concept of the 'Ikea effect'?
Which of the following best describes the concept of the 'Ikea effect'?
What does the concept of message framing imply in decision-making?
What does the concept of message framing imply in decision-making?
What is the goal of marketers when influencing consumer decision-making?
What is the goal of marketers when influencing consumer decision-making?
Which attribute category indicates a minor benefit that is not provided by all brands?
Which attribute category indicates a minor benefit that is not provided by all brands?
In consumer behavior, what does the inert set refer to?
In consumer behavior, what does the inert set refer to?
What does loss aversion suggest about consumer behavior?
What does loss aversion suggest about consumer behavior?
Which decision-making rule involves considering all attributes to arrive at a choice?
Which decision-making rule involves considering all attributes to arrive at a choice?
Which type of marketing focuses on unconventional interactions to promote a product?
Which type of marketing focuses on unconventional interactions to promote a product?
What is a key factor that influences the shareability of content?
What is a key factor that influences the shareability of content?
How does social density affect information sharing?
How does social density affect information sharing?
Which emotion is considered to enhance the likelihood of information being shared?
Which emotion is considered to enhance the likelihood of information being shared?
What social motivation involves sharing because it's relevant or valuable to friends?
What social motivation involves sharing because it's relevant or valuable to friends?
What does 'strength of weak ties' refer to in network theory?
What does 'strength of weak ties' refer to in network theory?
Which of the following is NOT a characteristic of shareable content?
Which of the following is NOT a characteristic of shareable content?
What primarily drives the intention to share videos?
What primarily drives the intention to share videos?
What concept relates to the feeling of self-esteem being threatened when observing moral behavior in others?
What concept relates to the feeling of self-esteem being threatened when observing moral behavior in others?
What term describes the allocation of income after deducting necessities?
What term describes the allocation of income after deducting necessities?
What is a common effect of sharing content more widely on social networks?
What is a common effect of sharing content more widely on social networks?
Which statement best describes how social class influences consumer behavior?
Which statement best describes how social class influences consumer behavior?
What role does surprise play in content shared across social networks?
What role does surprise play in content shared across social networks?
What is the potential impact of social exclusion on an individual's behavior?
What is the potential impact of social exclusion on an individual's behavior?
What best describes deindividuation in group settings?
What best describes deindividuation in group settings?
Which principle of social influence involves feeling obligated to reciprocate favors?
Which principle of social influence involves feeling obligated to reciprocate favors?
What is cultural appropriation primarily concerned with?
What is cultural appropriation primarily concerned with?
What does the bandwagon effect refer to in social influence?
What does the bandwagon effect refer to in social influence?
Which of the following best describes the emic strategy in marketing?
Which of the following best describes the emic strategy in marketing?
What is the risk associated with groupthink in decision-making?
What is the risk associated with groupthink in decision-making?
How does the concept of 'fashion' relate to consumer behavior?
How does the concept of 'fashion' relate to consumer behavior?
What is an example of a cultural gatekeeper?
What is an example of a cultural gatekeeper?
In the context of compliance and persuasion, compliance involves what?
In the context of compliance and persuasion, compliance involves what?
What defines a fad compared to a trend in fashion?
What defines a fad compared to a trend in fashion?
What does social proof reflect in human behavior?
What does social proof reflect in human behavior?
What is a key characteristic of ego-depletion in self-control?
What is a key characteristic of ego-depletion in self-control?
Which model emphasizes the subjective experience of local cultures in marketing?
Which model emphasizes the subjective experience of local cultures in marketing?
What outcome did Goldstein et al. (2008) measure in their towel study?
What outcome did Goldstein et al. (2008) measure in their towel study?
Which factor is NOT a component of cultural selection?
Which factor is NOT a component of cultural selection?
What psychological effect occurs when individuals compare themselves to others to inform their self-evaluation?
What psychological effect occurs when individuals compare themselves to others to inform their self-evaluation?
What does the 'snob effect' indicate in economic models of consumer behavior?
What does the 'snob effect' indicate in economic models of consumer behavior?
Which of the following is NOT a strategy for fostering inclusiveness in marketing?
Which of the following is NOT a strategy for fostering inclusiveness in marketing?
What does the concept of social loafing describe?
What does the concept of social loafing describe?
What was the focus of the Composting study by White, Simpson, and Argo (2014)?
What was the focus of the Composting study by White, Simpson, and Argo (2014)?
What is an example of hybridization in consumer culture?
What is an example of hybridization in consumer culture?
Which option exemplifies the principle of scarcity in consumer behavior?
Which option exemplifies the principle of scarcity in consumer behavior?
What role does ritual play in cultural practices?
What role does ritual play in cultural practices?
What is one outcome of McGlobalization?
What is one outcome of McGlobalization?
What does the concept of 'liking' in compliance mean?
What does the concept of 'liking' in compliance mean?
What is a characteristic of brand aspirationals?
What is a characteristic of brand aspirationals?
How does feeling broke influence decision-making?
How does feeling broke influence decision-making?
What describes the behavior of price-sensitive affluents?
What describes the behavior of price-sensitive affluents?
What is expected of individuals with high subjective status in social spending?
What is expected of individuals with high subjective status in social spending?
Which factor primarily connects social class and unethical behavior?
Which factor primarily connects social class and unethical behavior?
What is the impact of nostalgia on money perception?
What is the impact of nostalgia on money perception?
How does one’s standing in society relate to consumption cues?
How does one’s standing in society relate to consumption cues?
What creates pressure on a purchased product regarding budget exhaustion?
What creates pressure on a purchased product regarding budget exhaustion?
Which characteristic defines a subculture?
Which characteristic defines a subculture?
How does age influence product preferences?
How does age influence product preferences?
What indicates a shift in family structure?
What indicates a shift in family structure?
What is the effect of powerlessness on food choices?
What is the effect of powerlessness on food choices?
What is achieved status?
What is achieved status?
Flashcards
Persuasion
Persuasion
Influencing someone's beliefs or behaviours through communication.
Source Credibility
Source Credibility
How trustworthy and knowledgeable a persuader is perceived to be.
Source Expertise
Source Expertise
Knowledge or skill of the persuader.
Source Trustworthiness
Source Trustworthiness
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Source Attractiveness
Source Attractiveness
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Source Familiarity
Source Familiarity
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Source Likability
Source Likability
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Source Similarity
Source Similarity
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Compliance vs. Persuasion
Compliance vs. Persuasion
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Reciprocity (Social Influence)
Reciprocity (Social Influence)
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Social Proof (Social Influence)
Social Proof (Social Influence)
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Trickle-Down Theory
Trickle-Down Theory
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Cultural Appropriation
Cultural Appropriation
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Social Influence (Towel Study)
Social Influence (Towel Study)
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Word of Mouth (Marketing)
Word of Mouth (Marketing)
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Class (Social hierarchy)
Class (Social hierarchy)
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Message Repetition Effect
Message Repetition Effect
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One-Sided Argument
One-Sided Argument
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Two-Sided Argument
Two-Sided Argument
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Emotional Appeals
Emotional Appeals
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Call to Action (CTA)
Call to Action (CTA)
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Elaboration Likelihood Model (ELM)
Elaboration Likelihood Model (ELM)
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Central Route Processing
Central Route Processing
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Peripheral Route Processing
Peripheral Route Processing
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Cognitive Bias
Cognitive Bias
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Anchoring Bias
Anchoring Bias
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Difficult Decision
Difficult Decision
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Determinant Attribute
Determinant Attribute
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Consumer Decision-Making Process
Consumer Decision-Making Process
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Simple Decision
Simple Decision
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Reference Group
Reference Group
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Humor
Humor
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What is persuasion?
What is persuasion?
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What is Persuasion Knowledge?
What is Persuasion Knowledge?
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What are common persuasion tactics?
What are common persuasion tactics?
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What is source credibility?
What is source credibility?
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What are the components of source credibility?
What are the components of source credibility?
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What is the difference between compliance and persuasion?
What is the difference between compliance and persuasion?
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What is the message repetition effect?
What is the message repetition effect?
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What are one-sided and two-sided arguments?
What are one-sided and two-sided arguments?
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Expertise
Expertise
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Trustworthiness
Trustworthiness
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Likability
Likability
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Familiarity
Familiarity
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Attractiveness
Attractiveness
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Similarity
Similarity
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Message Repetition
Message Repetition
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Conclusion Drawn
Conclusion Drawn
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Rational Appeal
Rational Appeal
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What increases enjoyment?
What increases enjoyment?
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How does humor impact attention?
How does humor impact attention?
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Humor's effect on brand behaviors
Humor's effect on brand behaviors
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Why is humor more effective with low involvement?
Why is humor more effective with low involvement?
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Humor undermining credibility
Humor undermining credibility
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What is incongruity theory?
What is incongruity theory?
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What is a benign violation?
What is a benign violation?
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What makes something a violation?
What makes something a violation?
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Why must a violation be benign?
Why must a violation be benign?
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Types of violations: Behavioral
Types of violations: Behavioral
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Types of violations: Psychological
Types of violations: Psychological
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Types of violations: Communication
Types of violations: Communication
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Types of violations: Societal
Types of violations: Societal
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Social Risk
Social Risk
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Psychological Risk
Psychological Risk
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Sunk Cost Fallacy
Sunk Cost Fallacy
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Endowment Effect
Endowment Effect
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Loss Aversion
Loss Aversion
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Prospect Theory
Prospect Theory
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Message Framing
Message Framing
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Scarcity Bias
Scarcity Bias
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Bounded Rationality
Bounded Rationality
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Heuristics
Heuristics
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Consideration Set
Consideration Set
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Importance & Uniqueness of Attributes
Importance & Uniqueness of Attributes
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Marketer's Goal in Decision Making
Marketer's Goal in Decision Making
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Decision-Making Types
Decision-Making Types
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Involvement
Involvement
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Habitual Decision
Habitual Decision
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Limited Decision
Limited Decision
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Extensive Decision
Extensive Decision
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Brand Laziness
Brand Laziness
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Brand Loyalty
Brand Loyalty
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Variety Seeking
Variety Seeking
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Problem Solving
Problem Solving
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Need Recognition
Need Recognition
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Information Search
Information Search
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Factors Affecting Information Search
Factors Affecting Information Search
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Monetary Risk
Monetary Risk
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Functional Risk
Functional Risk
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Mere Exposure Effect
Mere Exposure Effect
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Group Cohesiveness
Group Cohesiveness
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Self-Concept
Self-Concept
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Social Comparison Theory
Social Comparison Theory
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Social Exclusion
Social Exclusion
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Deindividuation
Deindividuation
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Risky Shift
Risky Shift
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Social Loafing
Social Loafing
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Bandwagon Effect
Bandwagon Effect
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Groupthink
Groupthink
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Opinion Leader
Opinion Leader
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Market Maven
Market Maven
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Compliance
Compliance
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Ego-Depletion
Ego-Depletion
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Social Norms
Social Norms
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Brand Aspirationals
Brand Aspirationals
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Price-Sensitive Affluents
Price-Sensitive Affluents
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Value-Price Shoppers
Value-Price Shoppers
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Feeling Broke
Feeling Broke
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Status Impact on Spending
Status Impact on Spending
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Power and Saving
Power and Saving
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Spending Satisfaction
Spending Satisfaction
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Nostalgia and Money
Nostalgia and Money
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Social Class
Social Class
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Conspicuous Consumption
Conspicuous Consumption
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Social Mobility
Social Mobility
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Green Products and Status
Green Products and Status
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Supersized Options and Status
Supersized Options and Status
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Social Class and Ethics
Social Class and Ethics
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Manipulating Status
Manipulating Status
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Outgroup Effect
Outgroup Effect
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Word of Mouth (WOM) Marketing
Word of Mouth (WOM) Marketing
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Viral Marketing
Viral Marketing
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Network Theory
Network Theory
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Strength of Weak Ties
Strength of Weak Ties
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Arousal and Sharing
Arousal and Sharing
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Emotional Response Intensity
Emotional Response Intensity
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Disposable Income
Disposable Income
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Discretionary Income
Discretionary Income
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Wealth vs. Status
Wealth vs. Status
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Functional vs. Symbolic Products
Functional vs. Symbolic Products
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Cultural Capital
Cultural Capital
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Class as Proxy for Money?
Class as Proxy for Money?
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Cultural Norms
Cultural Norms
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Myths
Myths
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Rituals
Rituals
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Marketing Across Cultures: Etic
Marketing Across Cultures: Etic
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Marketing Across Cultures: Emic
Marketing Across Cultures: Emic
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McGlobalization
McGlobalization
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Cultural Selection: Creative Subsystem
Cultural Selection: Creative Subsystem
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Cultural Selection: Managerial Subsystem
Cultural Selection: Managerial Subsystem
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Cultural Selection: Communication Subsystem
Cultural Selection: Communication Subsystem
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Cultural Gatekeepers
Cultural Gatekeepers
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Fashion: The Process
Fashion: The Process
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Fashion System
Fashion System
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Why Be Fashionable? Psychological Models
Why Be Fashionable? Psychological Models
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Why Be Fashionable? Economic Models
Why Be Fashionable? Economic Models
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Compensatory Decision Rule
Compensatory Decision Rule
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Non-Compensatory Decision Rule
Non-Compensatory Decision Rule
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Conjunctive Rule
Conjunctive Rule
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Lexicographic Rule
Lexicographic Rule
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Affect Referral
Affect Referral
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Antecedent States
Antecedent States
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Situational Self-Image
Situational Self-Image
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Consumer Contamination
Consumer Contamination
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Queuing Theory
Queuing Theory
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Store Personalities
Store Personalities
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Post-Purchase Satisfaction
Post-Purchase Satisfaction
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Expectancy Disconfirmation Model
Expectancy Disconfirmation Model
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Lateral Cycling
Lateral Cycling
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Study Notes
Persuasion and Attitude Change
- Persuasion is influencing beliefs, attitudes, or behaviors through communication, involving a source, message, and audience.
- Source Credibility: Perceived trustworthiness and expertise of the source. Credible sources are more influential, especially for less knowledgeable audiences.
- Factors Impacting Source Credibility: Expertise, trustworthiness, attractiveness, familiarity, likability, and similarity. Examples include athletes endorsing products or consumer advocates reviewing them.
- Message Factors: Repetition, argument style (one-sided vs. two-sided), emotional appeals (fear, humor), and clear calls to action (CTA).
- Elaboration Likelihood Model (ELM): People process persuasive messages via two routes.
- Central Route: Critical thinking, focusing on argument quality.
- Peripheral Route: Low motivation/ability, relying on cues like attractiveness or emotions.
- Tailoring messages: Detailed arguments for central processing and emotional appeals or visuals for peripheral processing.
Psychology of Humor
- Humor is a cognitive and emotional response to incongruity, surprise, or absurdity, socially acceptable.
- Importance to Marketers: Humor can enhance attention, engagement, and positive brand associations.
- Benign Violation Theory: Humor occurs when a social norm is violated in a harmless way. Examples include playful, exaggerated violations.
- Types of Violations: Incongruity (surprise), taboo (but harmless).
- Benign Violations: Framed using exaggeration or absurdity to evade offense.
Consumer Decision Making
- Simple vs. Difficult Decisions: Simple decisions are low-effort, habitual choices while difficult ones are high-effort, complex decisions involving multiple factors.
- Effort and Involvement: Effort involves mental/physical investment, and involvement measures personal relevance to the decision.
- Cognitive Bias: Systematic deviations from rationality in judgment (e.g., anchoring, confirmation biases).
- Determinant Attributes: Unique features that significantly influence consumer choices.
- Consumer Decision-Making Process: Need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior (satisfaction/dissatisfaction).
- Marketer Goals: Influence consumers across all stages for loyalty.
- Exclusion from Consideration Set: Negative perceptions or lack of awareness/fit exclude brands.
- Decision Rules: Compensatory (weighing pros/cons) and non-compensatory (focusing on one attribute).
- External Factors: Social influence, culture, economic conditions, urgency, scarcity.
Social Influence
- Reference Groups: Groups impacting attitudes, behaviors, and purchase decisions. Example: Peer group impact on student purchases.
- Group Influence on Purchases: Shapes attitudes & behaviors, discouraging or promoting purchases based on shared values/norms.
- Compliance vs. Persuasion: Compliance is agreeing to a request without conviction, while persuasion entails altering beliefs/attitudes.
- Cialdini's Six Weapons of Social Influence: Reciprocity, commitment/consistency, social proof, liking, authority, scarcity.
- Goldstein et al. (2008) Towel Study: Social proof influences towel reuse in hotels.
- White et al. (2014) Composting Study: Social influence encourages composting.
- Encouraging Word-of-Mouth and Going Viral: Making products socially appealing and creating shareable content.
Culture, Class, Income, and Family
- Money's Influence on Spending: Budget constraints and perceived value affect choices.
- Class and Status: Social hierarchy impacts consumption.
- Cultural and Subcultural Influence: Culture shapes values and behaviors; subcultures share unique traits.
- Cultural Appropriation: Adopting cultural elements without understanding.
- Cultural Selection: How cultural elements gain/lose popularity.
- Fashionability: Trickle-down, trickle-up, and trickle-across theories of fashion spread across classes.
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Description
Test your knowledge on the principles of persuasion and how attitude change occurs. Explore key concepts such as source credibility, message factors, and the Elaboration Likelihood Model. This quiz is essential for understanding effective communication strategies.
