Podcast
Questions and Answers
What is the core concept behind the principle of reciprocity in persuasion?
What is the core concept behind the principle of reciprocity in persuasion?
- People are more likely to give back if they receive something first. (correct)
- People tend to follow the actions of others.
- Items become more appealing when they are less accessible.
- People are more likely to agree with those they admire.
According to balance theory, what happens when the relationships within a triad are unbalanced?
According to balance theory, what happens when the relationships within a triad are unbalanced?
- A new triad is formed to achieve balance.
- The triad is disregarded because it does not represent reality.
- Tension is created, motivating individuals to alter their perceptions. (correct)
- Attitudes remain unchanged to maintain the status quo.
In marketing, what is the primary goal of utilizing celebrity endorsements, according to the text?
In marketing, what is the primary goal of utilizing celebrity endorsements, according to the text?
- To take advantage of the celebrity's wealth.
- To make the product look less desirable.
- To establish a connection between products and consumers' idols. (correct)
- To enhance the product's functionality
Which of these elements is NOT part of a triad in balance theory?
Which of these elements is NOT part of a triad in balance theory?
What type of commitment is considered most influential in the principle of consistency?
What type of commitment is considered most influential in the principle of consistency?
Which of the following best describes the 'liking' principle in persuasion?
Which of the following best describes the 'liking' principle in persuasion?
How can a marketer effectively apply the principle of 'authority' in advertising?
How can a marketer effectively apply the principle of 'authority' in advertising?
What is the main focus of consumer persuasion theories?
What is the main focus of consumer persuasion theories?
What characterizes a stable relationship according to structural balance theory?
What characterizes a stable relationship according to structural balance theory?
Which hypothesis suggests that sharing a mutual dislike can enhance friendship between two individuals?
Which hypothesis suggests that sharing a mutual dislike can enhance friendship between two individuals?
Which hypothesis asserts that a person's dislike for another will extend to that person's friends?
Which hypothesis asserts that a person's dislike for another will extend to that person's friends?
How does the friends’ agreement hypothesis relate to friendship dynamics?
How does the friends’ agreement hypothesis relate to friendship dynamics?
What outcome is expected from the enemy's enemy hypothesis in friendship formation?
What outcome is expected from the enemy's enemy hypothesis in friendship formation?
According to social judgment theory, which latitude is most likely to result in attitude change?
According to social judgment theory, which latitude is most likely to result in attitude change?
According to social judgement theory, what effect is most likely to occur when new information falls within an individual's latitude of rejection?
According to social judgement theory, what effect is most likely to occur when new information falls within an individual's latitude of rejection?
Which of the following is NOT a strategy to create attitude change, according to the Fishbein Model?
Which of the following is NOT a strategy to create attitude change, according to the Fishbein Model?
What does the Fishbein model say about the relationship between beliefs and attitudes?
What does the Fishbein model say about the relationship between beliefs and attitudes?
Which type of advertising appeal is most likely to enhance memory for the advertisement itself?
Which type of advertising appeal is most likely to enhance memory for the advertisement itself?
According to the content, when are humorous appeals most effective in advertising?
According to the content, when are humorous appeals most effective in advertising?
What is a potential downside of using humorous appeals in advertising?
What is a potential downside of using humorous appeals in advertising?
When are fear appeals most effective, according to the provided information?
When are fear appeals most effective, according to the provided information?
What is the primary function of implementation intentions, according to the text?
What is the primary function of implementation intentions, according to the text?
According to Heider's balance theory, which type of configurations do people generally prefer?
According to Heider's balance theory, which type of configurations do people generally prefer?
What does anticipated regret aim to increase?
What does anticipated regret aim to increase?
According to Heider's balance theory, how does a person's tie to another, and that other's feeling towards something, influence the first person?
According to Heider's balance theory, how does a person's tie to another, and that other's feeling towards something, influence the first person?
Which of the following is likely to result in a small latitude of non-commitment?
Which of the following is likely to result in a small latitude of non-commitment?
Sexual appeals tend to be most effective on:
Sexual appeals tend to be most effective on:
What can happen if a humorous appeal does not align with a products image?
What can happen if a humorous appeal does not align with a products image?
Flashcards
Structural balance theory
Structural balance theory
A theory stating that relationships are stable when there are three positive ties or two negative ties and one positive.
Positive ties
Positive ties
Relationships characterized by friendships and support among individuals.
Negative ties
Negative ties
Relationships characterized by antipathies or dislikes between individuals.
Shared enemy hypothesis
Shared enemy hypothesis
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Friends' agreement hypothesis
Friends' agreement hypothesis
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Persuasion
Persuasion
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Reciprocity
Reciprocity
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Scarcity
Scarcity
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Authority
Authority
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Consistency
Consistency
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Liking
Liking
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Consensus
Consensus
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Balance Theory
Balance Theory
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Social Judgment Theory
Social Judgment Theory
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Latitude of Acceptance
Latitude of Acceptance
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Assimilation Effect
Assimilation Effect
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Latitude of Non-Commitment
Latitude of Non-Commitment
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Attitude Change
Attitude Change
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Latitude of Rejection
Latitude of Rejection
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Contrast Effect
Contrast Effect
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Fishbein Model
Fishbein Model
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Stress a Belief
Stress a Belief
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Add a Belief
Add a Belief
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Change the Importance of a Belief
Change the Importance of a Belief
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Sexual Appeals
Sexual Appeals
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Humorous Appeals
Humorous Appeals
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Fear Appeals
Fear Appeals
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Anticipated Regret
Anticipated Regret
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Study Notes
Persuasion Techniques
- Reciprocity: More likely to give if receiving first; be the first to give, personalize and make it unexpected.
- Scarcity: Items more attractive when unavailable; focus on limited editions.
- Authority: More trust in authoritative figures; highlight expertise.
- Consistency: Avoid contradicting past statements or actions; focus on voluntary, active, and public commitments.
- Liking: Agree more with those we like; emphasize similarity, compliments, and cooperation.
- Consensus: Consider others' actions before deciding; use social proof.
Persuasion/Attitude Change Theories
- Balance Theory: Explains how people perceive relationships between attitude objects and adjust attitudes for consistency.
- Triad: A person, an attitude object, and another person/object in relation to the attitude object.
- Unit Relation: Connection between person and attitude object.
- Sentiment Relation: Person's liking/disliking of the attitude object.
- Balance: Desirable state; unbalanced triads create tension resolved by attitude change.
- Celebrity Endorsements: Transfer of positive feelings from celebrity to product; focus on logical fit, credible experts, and visible product use.
- Social Judgment Theory: Describes how new information changes attitudes.
- Latitude of Acceptance: Arguments aligned with existing opinions; no attitude change (Assimilation).
- Latitude of Non-Commitment: Arguments slightly different from opinions; potentially open to change; attitude change possible here.
- Latitude of Rejection: Arguments highly opposing opinions; immediate rejection (Contrast). Marketers should aim for the latitude of non-commitment.
- Fishbein Model: Attitude = Belief x Importance.
- Attitude Change: Emphasize beliefs, add new beliefs, change belief importance, compare across brands. Beliefs are easier to change than attitudes. Weak attitudes are easier to change than strong.
Appeals
- Sexual Appeals: Draws attention, effective when related to product; may be counter-effective for unrelated products. Higher recall, positive attitudes, and purchase intentions for low-involvement consumers. Lower recall by men.
- Humorous Appeals: Gets attention & positive mood, reduces counter-argumentation; often effective for low-involvement products. Reduced message comprehension; possible quick wear-out.
- Fear Appeals: Emphasize negative consequences with solutions; potent force in social marketing campaigns, best with moderate threats.
Persuasive Paradigms
- Implementation Intentions: Translate intentions into actions by linking a present action with a future situation (if/then statements).
- Anticipated Regret: Increased intention-behavior relationship; consider potential regret associated with a behavior. Consider how regret can influence behavior.
Rambaran (2015) - Balance Theory Application
- Heider's Balance Theory: Describes how relationships influence sentiments about situations. Shared opinions with friends lead to positive expectations.
- Structural Balance:
- Positive Ties: Friendships; balanced when characterized by three positive ties or two negative ties and one positive (stable).
- Negative Ties: Animosities; balanced when characterized by two negative ties and one positive.
- Hypotheses: Shared enemy, friends' agreement, reinforced animosity, enemy's enemy.
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