24 Questions
According to Rogers' protection motivation theory, persuasion is more effective when fear appeals:
motivate people to protect themselves from negative consequences
In the perceptual process, which of the following is the final stage?
conscious recognition
In decision making, what is the initial stage that provokes behavior?
problem recognition
Which of the following is NOT a component of Rogers' protection motivation theory?
emphasizing the difficulty of performing the recommended action
What is the primary goal of persuasion appeals according to Rogers' protection motivation theory?
to motivate people to protect themselves from negative consequences
In the context of consumer decision making, what is the primary driver of behavior?
problem recognition
What is the role of persuasion in attitude change?
to create a new attitude
According to involvement theory, which of the following is a key factor in persuasion?
capturing customer attention
What is the primary driver of consumer problem recognition?
Dissatisfaction with current products
What type of involvement is associated with message-relevant thinking?
Outcome-relevant involvement
What is the key assumption underlying persuasion techniques?
Attitudes influence behavior
What is the primary goal of marketers in understanding consumer attitudes?
To influence consumer preferences
What is the Elaboration Likelihood Model (ELM) used for?
To implement persuasive interventions
What determines the route taken to persuasion in the ELM?
Motivation and ability to process information
What is the central route to persuasion characterized by?
High motivation and ability to process information
What is the primary outcome of attitude change?
Behavior change
What is a characteristic of a credible communicator of an anti-smoking message?
Having experience and trust
What is one of the factors that can increase the persuasiveness of a message?
Repetition of the message
What is the characteristic of individuals who are more likely to respond to complex communications?
High self-esteem
What is the route of persuasion where an individual responds to the content of the communication?
Central route
What is a characteristic of stereotypes?
They involve false assumptions about a group
What is the term for a positive or negative attitude towards an individual based on their group membership?
Prejudice
What is the application of psychology in understanding customer behavior and informing marketing decisions?
Psychology of marketing
What is the term for the study of the factors that influence persuasion and attitude change?
Persuasion theory
Study Notes
Motivation
- Rogers' Protection Motivation Theory (1983) explains how fear appeals can persuade audiences by motivating them to protect themselves from negative consequences.
- The theory highlights four key elements:
- Specifying the unpleasant consequences of not following recommended actions
- Communicating the likelihood of those negative consequences
- Indicating how to avoid the negative consequences
- Explaining that individuals are capable of performing the recommended actions
Perception
- The perceptual process involves a chain of events from sensorial input to conscious recognition of an external event.
- Capturing customer attention can be achieved through:
- Packaging
- Promotional incentives
- Good global perception
- Advertisements
Decision Making
- Decision making typically begins with problem recognition, which arises from a discrepancy between a current state and a desired state.
- The imbalance between the two states creates tension, provoking behavior to eliminate the problem.
- Problem recognition can be attributed to changes in one's actual condition or ideal state.
Attitudes and Persuasion
- Attitude change is related to the assumption that attitudes and behavior are causally linked.
- The Elaboration Likelihood Model (ELM) by Petty and Cacioppo (1986) proposes two routes to persuasion:
- Central route: responds to the content of the communication
- Peripheral route: responds to the number of people supporting the view and the atmosphere or context of the surrounding
- Persuasion can be influenced by factors such as:
- Credibility of the communicator
- Prestige
- Genuine motivation
- Non-verbal and indirect methods
- Views of reference groups
- Experience and trust
Factors related to the Message
- Factors that influence persuasion include:
- Repetition
- Explicit messages
- Interactive personal discussions
- Arousal of emotion
- Context of the message
- One-sided communication (more persuasive for less intelligent individuals)
- Two-sided communication (more persuasive for intelligent individuals)
Factors related to the Recipient
- Recipient characteristics that influence persuasion include:
- High self-esteem and intelligence (more resistant to social pressure)
- Responding to complex communications and indirect methods
Stereotypes
- Stereotypes are schemas about entire groups of people, often involving false assumptions about shared characteristics.
- They can lead to prejudice, which is a positive or negative attitude towards an individual based on their group membership.
Psychology of Marketing
- The study of psychology in marketing provides insight into customer behavior and informs marketing actions and decision-making.
This quiz covers motivational theories, including Rogers' protection motivation theory, and how it relates to persuasion, attitudes, and decision making.
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