Podcast
Questions and Answers
What is the primary purpose of persuasion?
What is the primary purpose of persuasion?
Which characteristic of the source can significantly increase persuasion?
Which characteristic of the source can significantly increase persuasion?
Why is source credibility critical in persuasion?
Why is source credibility critical in persuasion?
Which of the following factors does NOT directly relate to source credibility?
Which of the following factors does NOT directly relate to source credibility?
Signup and view all the answers
What role does the message itself play in the persuasion process?
What role does the message itself play in the persuasion process?
Signup and view all the answers
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?
Signup and view all the answers
How can familiarity with a source affect persuasion?
How can familiarity with a source affect persuasion?
Signup and view all the answers
Which of these is an example of persuasive communication through channels?
Which of these is an example of persuasive communication through channels?
Signup and view all the answers
What is the primary difference between compliance and persuasion?
What is the primary difference between compliance and persuasion?
Signup and view all the answers
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?
Signup and view all the answers
What did Goldstein et al. (2008) discover in their towel study?
What did Goldstein et al. (2008) discover in their towel study?
Signup and view all the answers
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?
Signup and view all the answers
What does the term 'cultural appropriation' imply?
What does the term 'cultural appropriation' imply?
Signup and view all the answers
How does scarcity influence consumer behavior according to Cialdini's principles?
How does scarcity influence consumer behavior according to Cialdini's principles?
Signup and view all the answers
What is meant by the concept of 'cultural selection'?
What is meant by the concept of 'cultural selection'?
Signup and view all the answers
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?
Signup and view all the answers
What can be a negative effect of using humor in marketing?
What can be a negative effect of using humor in marketing?
Signup and view all the answers
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?
Signup and view all the answers
What is the primary distinction between Simple Decisions and Difficult Decisions?
What is the primary distinction between Simple Decisions and Difficult Decisions?
Signup and view all the answers
Which statement about emotional appeals in marketing is true?
Which statement about emotional appeals in marketing is true?
Signup and view all the answers
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?
Signup and view all the answers
What does the term 'determinant attributes' refer to in consumer decision making?
What does the term 'determinant attributes' refer to in consumer decision making?
Signup and view all the answers
What type of violation is considered 'benign' in the context of humor?
What type of violation is considered 'benign' in the context of humor?
Signup and view all the answers
What is the Compensatory Rule in consumer decision making?
What is the Compensatory Rule in consumer decision making?
Signup and view all the answers
What influences consumer exclusion from the consideration set?
What influences consumer exclusion from the consideration set?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
Which option best describes a one-sided argument style in marketing?
Which option best describes a one-sided argument style in marketing?
Signup and view all the answers
Which type of decisions typically involve lower effort from consumers?
Which type of decisions typically involve lower effort from consumers?
Signup and view all the answers
Which statement best summarizes the Elaboration Likelihood Model (ELM)?
Which statement best summarizes the Elaboration Likelihood Model (ELM)?
Signup and view all the answers
What is the primary goal of persuasion in consumer behavior?
What is the primary goal of persuasion in consumer behavior?
Signup and view all the answers
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?
Signup and view all the answers
Which of the following best describes consumers' persuasion knowledge?
Which of the following best describes consumers' persuasion knowledge?
Signup and view all the answers
What is a common tactic used in persuasion that can mislead consumers?
What is a common tactic used in persuasion that can mislead consumers?
Signup and view all the answers
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?
Signup and view all the answers
Which method is considered a borrowed interest tactic in marketing?
Which method is considered a borrowed interest tactic in marketing?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
In which scenario is trustworthiness particularly important in persuasion?
In which scenario is trustworthiness particularly important in persuasion?
Signup and view all the answers
Which factor can enhance the likability of a persuasive source?
Which factor can enhance the likability of a persuasive source?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
Which approach tends to result in less enduring attitude change?
Which approach tends to result in less enduring attitude change?
Signup and view all the answers
What is a key characteristic of a two-sided argument in persuasion?
What is a key characteristic of a two-sided argument in persuasion?
Signup and view all the answers
When is it most effective to use fear-based appeals in marketing?
When is it most effective to use fear-based appeals in marketing?
Signup and view all the answers
Why might comparative advertising be particularly challenging for new products?
Why might comparative advertising be particularly challenging for new products?
Signup and view all the answers
How does the use of vivid imagery impact message persuasion?
How does the use of vivid imagery impact message persuasion?
Signup and view all the answers
What should marketers consider when tailoring a message for peripheral route processing?
What should marketers consider when tailoring a message for peripheral route processing?
Signup and view all the answers
What is a significant challenge when using humor in marketing messages?
What is a significant challenge when using humor in marketing messages?
Signup and view all the answers
What does the inverted U hypothesis suggest about fear appeals?
What does the inverted U hypothesis suggest about fear appeals?
Signup and view all the answers
What is one impact of using sexual appeals in marketing?
What is one impact of using sexual appeals in marketing?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What is a key characteristic of humor that can enhance consumer attention?
What is a key characteristic of humor that can enhance consumer attention?
Signup and view all the answers
When is humor more effective in advertisements according to the Peripheral Route?
When is humor more effective in advertisements according to the Peripheral Route?
Signup and view all the answers
What must occur for a violation to be considered benign in humor?
What must occur for a violation to be considered benign in humor?
Signup and view all the answers
What defines psychological violations in humor?
What defines psychological violations in humor?
Signup and view all the answers
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?
Signup and view all the answers
How does relevant humor impact consumer behavior in ads?
How does relevant humor impact consumer behavior in ads?
Signup and view all the answers
Which element is NOT crucial when assessing the humor in marketing?
Which element is NOT crucial when assessing the humor in marketing?
Signup and view all the answers
What can undermine the credibility of a spokesperson in advertising?
What can undermine the credibility of a spokesperson in advertising?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
How does the concept of involvement affect the decision-making process?
How does the concept of involvement affect the decision-making process?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What is considered a primary driver of post-purchase satisfaction?
What is considered a primary driver of post-purchase satisfaction?
Signup and view all the answers
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?
Signup and view all the answers
What does the endowment effect describe?
What does the endowment effect describe?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
What is the main implication of prospect theory?
What is the main implication of prospect theory?
Signup and view all the answers
Which of the following best describes bounded rationality in consumer behavior?
Which of the following best describes bounded rationality in consumer behavior?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
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?
Signup and view all the answers
In the context of product disposal, what does lateral cycling refer to?
In the context of product disposal, what does lateral cycling refer to?
Signup and view all the answers
What term describes a consumer's selective exposure to advertising?
What term describes a consumer's selective exposure to advertising?
Signup and view all the answers
What are determinant attributes in consumer decision-making?
What are determinant attributes in consumer decision-making?
Signup and view all the answers
Which of the following best describes the concept of the 'Ikea effect'?
Which of the following best describes the concept of the 'Ikea effect'?
Signup and view all the answers
What does the concept of message framing imply in decision-making?
What does the concept of message framing imply in decision-making?
Signup and view all the answers
What is the goal of marketers when influencing consumer decision-making?
What is the goal of marketers when influencing consumer decision-making?
Signup and view all the answers
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?
Signup and view all the answers
In consumer behavior, what does the inert set refer to?
In consumer behavior, what does the inert set refer to?
Signup and view all the answers
What does loss aversion suggest about consumer behavior?
What does loss aversion suggest about consumer behavior?
Signup and view all the answers
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?
Signup and view all the answers
Which type of marketing focuses on unconventional interactions to promote a product?
Which type of marketing focuses on unconventional interactions to promote a product?
Signup and view all the answers
What is a key factor that influences the shareability of content?
What is a key factor that influences the shareability of content?
Signup and view all the answers
How does social density affect information sharing?
How does social density affect information sharing?
Signup and view all the answers
Which emotion is considered to enhance the likelihood of information being shared?
Which emotion is considered to enhance the likelihood of information being shared?
Signup and view all the answers
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?
Signup and view all the answers
What does 'strength of weak ties' refer to in network theory?
What does 'strength of weak ties' refer to in network theory?
Signup and view all the answers
Which of the following is NOT a characteristic of shareable content?
Which of the following is NOT a characteristic of shareable content?
Signup and view all the answers
What primarily drives the intention to share videos?
What primarily drives the intention to share videos?
Signup and view all the answers
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?
Signup and view all the answers
What term describes the allocation of income after deducting necessities?
What term describes the allocation of income after deducting necessities?
Signup and view all the answers
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?
Signup and view all the answers
Which statement best describes how social class influences consumer behavior?
Which statement best describes how social class influences consumer behavior?
Signup and view all the answers
What role does surprise play in content shared across social networks?
What role does surprise play in content shared across social networks?
Signup and view all the answers
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?
Signup and view all the answers
What best describes deindividuation in group settings?
What best describes deindividuation in group settings?
Signup and view all the answers
Which principle of social influence involves feeling obligated to reciprocate favors?
Which principle of social influence involves feeling obligated to reciprocate favors?
Signup and view all the answers
What is cultural appropriation primarily concerned with?
What is cultural appropriation primarily concerned with?
Signup and view all the answers
What does the bandwagon effect refer to in social influence?
What does the bandwagon effect refer to in social influence?
Signup and view all the answers
Which of the following best describes the emic strategy in marketing?
Which of the following best describes the emic strategy in marketing?
Signup and view all the answers
What is the risk associated with groupthink in decision-making?
What is the risk associated with groupthink in decision-making?
Signup and view all the answers
How does the concept of 'fashion' relate to consumer behavior?
How does the concept of 'fashion' relate to consumer behavior?
Signup and view all the answers
What is an example of a cultural gatekeeper?
What is an example of a cultural gatekeeper?
Signup and view all the answers
In the context of compliance and persuasion, compliance involves what?
In the context of compliance and persuasion, compliance involves what?
Signup and view all the answers
What defines a fad compared to a trend in fashion?
What defines a fad compared to a trend in fashion?
Signup and view all the answers
What does social proof reflect in human behavior?
What does social proof reflect in human behavior?
Signup and view all the answers
What is a key characteristic of ego-depletion in self-control?
What is a key characteristic of ego-depletion in self-control?
Signup and view all the answers
Which model emphasizes the subjective experience of local cultures in marketing?
Which model emphasizes the subjective experience of local cultures in marketing?
Signup and view all the answers
What outcome did Goldstein et al. (2008) measure in their towel study?
What outcome did Goldstein et al. (2008) measure in their towel study?
Signup and view all the answers
Which factor is NOT a component of cultural selection?
Which factor is NOT a component of cultural selection?
Signup and view all the answers
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?
Signup and view all the answers
What does the 'snob effect' indicate in economic models of consumer behavior?
What does the 'snob effect' indicate in economic models of consumer behavior?
Signup and view all the answers
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?
Signup and view all the answers
What does the concept of social loafing describe?
What does the concept of social loafing describe?
Signup and view all the answers
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)?
Signup and view all the answers
What is an example of hybridization in consumer culture?
What is an example of hybridization in consumer culture?
Signup and view all the answers
Which option exemplifies the principle of scarcity in consumer behavior?
Which option exemplifies the principle of scarcity in consumer behavior?
Signup and view all the answers
What role does ritual play in cultural practices?
What role does ritual play in cultural practices?
Signup and view all the answers
What is one outcome of McGlobalization?
What is one outcome of McGlobalization?
Signup and view all the answers
What does the concept of 'liking' in compliance mean?
What does the concept of 'liking' in compliance mean?
Signup and view all the answers
What is a characteristic of brand aspirationals?
What is a characteristic of brand aspirationals?
Signup and view all the answers
How does feeling broke influence decision-making?
How does feeling broke influence decision-making?
Signup and view all the answers
What describes the behavior of price-sensitive affluents?
What describes the behavior of price-sensitive affluents?
Signup and view all the answers
What is expected of individuals with high subjective status in social spending?
What is expected of individuals with high subjective status in social spending?
Signup and view all the answers
Which factor primarily connects social class and unethical behavior?
Which factor primarily connects social class and unethical behavior?
Signup and view all the answers
What is the impact of nostalgia on money perception?
What is the impact of nostalgia on money perception?
Signup and view all the answers
How does one’s standing in society relate to consumption cues?
How does one’s standing in society relate to consumption cues?
Signup and view all the answers
What creates pressure on a purchased product regarding budget exhaustion?
What creates pressure on a purchased product regarding budget exhaustion?
Signup and view all the answers
Which characteristic defines a subculture?
Which characteristic defines a subculture?
Signup and view all the answers
How does age influence product preferences?
How does age influence product preferences?
Signup and view all the answers
What indicates a shift in family structure?
What indicates a shift in family structure?
Signup and view all the answers
What is the effect of powerlessness on food choices?
What is the effect of powerlessness on food choices?
Signup and view all the answers
What is achieved status?
What is achieved status?
Signup and view all the answers
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
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.
