Psychology Chapter: Motivation and Persuasion
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Questions and Answers

According to Rogers' protection motivation theory, persuasion is more effective when fear appeals:

  • induce a high level of fear in the audience
  • motivate people to protect themselves from negative consequences (correct)
  • emphasize the severity of the danger rather than the probability
  • focus on the difficulty of performing the recommended action
  • In the perceptual process, which of the following is the final stage?

  • behavioral response
  • perceptual inference
  • sensorial input
  • conscious recognition (correct)
  • In decision making, what is the initial stage that provokes behavior?

  • purchase intention
  • post-purchase evaluation
  • problem recognition (correct)
  • alternative evaluation
  • Which of the following is NOT a component of Rogers' protection motivation theory?

    <p>emphasizing the difficulty of performing the recommended action</p> Signup and view all the answers

    What is the primary goal of persuasion appeals according to Rogers' protection motivation theory?

    <p>to motivate people to protect themselves from negative consequences</p> Signup and view all the answers

    In the context of consumer decision making, what is the primary driver of behavior?

    <p>problem recognition</p> Signup and view all the answers

    What is the role of persuasion in attitude change?

    <p>to create a new attitude</p> Signup and view all the answers

    According to involvement theory, which of the following is a key factor in persuasion?

    <p>capturing customer attention</p> Signup and view all the answers

    What is the primary driver of consumer problem recognition?

    <p>Dissatisfaction with current products</p> Signup and view all the answers

    What type of involvement is associated with message-relevant thinking?

    <p>Outcome-relevant involvement</p> Signup and view all the answers

    What is the key assumption underlying persuasion techniques?

    <p>Attitudes influence behavior</p> Signup and view all the answers

    What is the primary goal of marketers in understanding consumer attitudes?

    <p>To influence consumer preferences</p> Signup and view all the answers

    What is the Elaboration Likelihood Model (ELM) used for?

    <p>To implement persuasive interventions</p> Signup and view all the answers

    What determines the route taken to persuasion in the ELM?

    <p>Motivation and ability to process information</p> Signup and view all the answers

    What is the central route to persuasion characterized by?

    <p>High motivation and ability to process information</p> Signup and view all the answers

    What is the primary outcome of attitude change?

    <p>Behavior change</p> Signup and view all the answers

    What is a characteristic of a credible communicator of an anti-smoking message?

    <p>Having experience and trust</p> Signup and view all the answers

    What is one of the factors that can increase the persuasiveness of a message?

    <p>Repetition of the message</p> Signup and view all the answers

    What is the characteristic of individuals who are more likely to respond to complex communications?

    <p>High self-esteem</p> Signup and view all the answers

    What is the route of persuasion where an individual responds to the content of the communication?

    <p>Central route</p> Signup and view all the answers

    What is a characteristic of stereotypes?

    <p>They involve false assumptions about a group</p> Signup and view all the answers

    What is the term for a positive or negative attitude towards an individual based on their group membership?

    <p>Prejudice</p> Signup and view all the answers

    What is the application of psychology in understanding customer behavior and informing marketing decisions?

    <p>Psychology of marketing</p> Signup and view all the answers

    What is the term for the study of the factors that influence persuasion and attitude change?

    <p>Persuasion theory</p> Signup and view all the answers

    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 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)
    • 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.

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    Description

    This quiz covers motivational theories, including Rogers' protection motivation theory, and how it relates to persuasion, attitudes, and decision making.

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