mc 2035 exam 2

Foote, cone, and Belding model (FCB)

1. Different products demand different consumer responses - suggests that advertising should be tailored to fit the specific buying model of the target audience 2. Purchasing decisions involve three key elements: - Think - Feel - Do - Different types of products require different sequences 3. Four quadrants; ranges by degree of involvement - High/Low

Elaboration Likelihood Model (ELM)

A theoretical framework developed by Richard Petty and John Cacippo in the field of social psychology. This model explains how persuasion and attitude change occur based on two different cognitive routes of processing information. Persuasion resulting from central route processing is more resistant to change than what is processed through the peripheral route

a. Necessary but not sufficient - you still need physical action

According to Gladwell, social media is either ________ for social change a. Necessary but not sufficient - you still need physical action b. Sufficient but not necessary c. Necessary d. Sufficient

linguistic data

Any kind of information or material related to language or linguistic analysis. Linguists collect this data to make computers use language better. Typically comes from online communication.

high involvement thinking

Cars, insurance, high-tech Strategy: informative ads, personal selling

low involvement feeling

Cokes, alcohol, candy, collectibles Strategy: creativity, lifestyles

f. both b and e

Colton Sweeny - truck balls, jackass, organ donation a. Sex appeal b. Warmth appeal c. Fear appeal d. Pity appeal e. Humor f. both b and e

Morozov's critique

Control Privacy Polarization Inequality Social media may be necessary, but not sufficient Political action is not equivalent to social change Social media is not equal to social change; you still need vision and an organized cause and people on the ground. Digital media enables dictators and thugs; quells social movements Surveillance → identify and take down those who rise against power

safety/security/shelter/health needs

Create content that indirectly or directly addresses physiological and safety needs, information about products or services that meet these needs, or content that provides advice or tips on how to meet these needs.

high-involvement feeling

Designer clothes, perfume, jewelry Strategy: branding

b. humor appeal

Dirt Devil - Exorcist ad a. Sex appeal b. Humor appeal c. Warmth appeal d. Fear appeal e. Pity appeal

crisis of living conditions

Fear, emotion, anger, anxiety

Walter Ong's Theory of Media Cultures

Humanity has passed through different "cultures" shaped by each major communication medium - oral, written, electronic, and digital Each dominant mode of communication cultivates a particular way of thinking, feeling, and perceiving. In any given culture and time, there is one dominant medium that most characterizes and shapes the consciousness of that culture's people.

A. provocative messages

In this model, persuasive cues that encourage central route processing include all of these except: a. Provocative messages b. Logical arguments Lengthy texts c. Technical information

cognitive misers

Individuals who prefer to conserve mental effort and minimize the amount of brain resources they expend on any given task Human beings are an example of this; we are always saving space in our brains. Can rely on heuristics or mental shortcuts to make decisions rather than engaging in complex analysis or problem-solving May also be more likely to accept information that aligns with their existing beliefs and biases, rather than critically evaluating and incorporating new information

privacy

Morozov argues that data we share on social media is often used without our knowledge or consent and that this can have serious consequences for our personal and professional lives

pity appeals

Motivational tactic to arouse a change or confirm an idea by exploiting one's feelings through pity or guilt. Research says: negative portrayal of need → more $ Positive portrayal of need → more involvement

Ethos: Today

Perception = Reality: it's more about an audience's perception of the persuader and their believability Image: credibility is often linked tightly with a person's or organization's image

b. peripheral beliefs

Persuaders are most interested in influencing _____ beliefs because they are more malleable and less consequential. a. Central beliefs b. Peripheral beliefs

persuasive model of commmunication

Persuasion takes place through the exchange of visual and verbal symbols between the persuader and the audience

social proof

Phenomenon also known as information social influence that people tend to follow the actions or decisions of others when uncertain about what to do. They act within societal norms or expectations Brands use this to boost conversions and attract more customers by creating hype around their products or services. It builds trust in a product or brand, reduces uncertainty and risk, and encourages social validation and conformity How it's done: market research, customer surveys, influencer marketing, promos and giveaways

belongingness/love/friendship

Platforms that cultivate this sense of belonging by enabling users to connect with friends, family, and shared relationships Encourage user interaction and engagement by creating spaces for discussion, sharing, and collaboration

Ethos in the past

Practical wisdom: being broadly knowledgeable and possessing expertise Virtue or integrity: having good sense and moral character Goodwill: possessing honorable intentions towards the audience

sex appeals

Rooted in societal norms and traditions Using this product will make you sexually appealing Setting is important Could cause resentment Could be distracting Undesirable social consequences

potential for cyberbullying

Social media can be a platform for Cyberbullying and harassment, which could lead to serious effects on mental health, especially among teenagers and young adults

a. true

Social media is the largest longitudinal and crossectional dataset. a. True b. False

social media impact of social comparison

Social media platforms often portray others' lives as impossibly perfect, causing users to compare themselves unrealistically to others. This could lead to increased feelings of inadequacy, low self-esteem, anxiety, and depression

c. virtue

Source credibility (ethos) includes all of the following EXCEPT: a. Expertise b. Goodwill c. Virtue d. Trustworthiness

False

T/F Does everyone have equitable access to the internet?

False

T/F: Google (and social media) is making us stupid.

electronic communication

TV/radio. Included percieved nearness and emotional appeals. Powerful persuaders were enetertainers.

b. False

The beer ad with guys in a wheelchair is an example of a central-route processing ad. a. True b. False

24/7 connectivity and it's psychological implications

The constant connection to digital platforms can lead to stress and anxiety, often caused by the fear of missing out (or FOMO). This can be exacerbated by sleep issues due to late-night screen time

warmth appeals

The positive, gentle, fleeting emotional, and psychological arousal that people feel from an advertisement, usually from love, family, or friendship Sentimental, nostalgic, folksy Images of friends, family Works through association As an external and immediate stimulus, can stimulate cognitions about warmth-related issues Consumers have an inherent and solid, meaningful system to form perceptions and expectations about external things based on past experiences.

overton window

The range of policies voters will find acceptable Used to be very narrow Social media changed that because there are no gatekeepers Trump (2016) capitalized on this with social media

c. Plain folks fallacy

This technique is used to gain the trust and credibility of the audience - Trump, Biden, Hillary used this a. The Clinton fallacy b. Average joe appeal c. Plain folks fallacy

false

True or False: Based on a Wall Street Journal study, those who use social media can easily read people's emotions.

freedom to decide

Unlike cases of coercion, persuasion involves two people. You have to give the audience the __________________ If you don't give the audience freedom, that is considered coercion.

self-esteem/recognition/achievement needs

Users often post accomplishments or viewpoints to gain likes comments, and affirmations from their network

D. both a and c

What is this ad (Cigarettes cause Cancer) an example of? a. Cognitive dissonance b. Central route ad c. Peripheral route ad d. both a and c

reciprocity

When creating value for your customers or your audience prompts them to give you something in return Fosters positive relationships between consumers and brands. It encourages engagement and loyalty by creating a sense of mutual benefit.

extended parallel processing model

When fear is aroused, the receiver can respond with either Danger control - focus on the solution Fear control - focus on the problem Persuader's goal is to activate danger control (and avoid fear control)

d. the overton window

Which of these is correct: _____ is the range of policies that voters will find correct a. The new window b. The old window c. The Mrs. Parker window d. The Overton Window

isolation versus connection paradox

While social media can illuminate connections and create a sense of community, it simultaneously can facilitate feelings of isolation for some individuals.

prosumers

a consumer who produces value in the process of consumption; one who combines the acts of consumption and production

rhetorical triangle

a diagram that represents a rhetorical situation as the relationship among the speaker, the subject, and the audience (ethos, pathos, logos). What sets us apart from Aristotle's theory is our MEDIA. Media changes us as the audience and how we engage.

ChatGBT

a large language model trained on massive amounts of data and can generate human-like responses to a wide range of prompts. Kevin Rose (NYT) found that ChatGBT was capable of generating, biased, and harmful responses to certain prompts. - In one example, Roose asked ChatGBT for pickup lines and was given a series of inappropriate and offensive responses, including ones that were sexist, racist, and ableist. - In another example, Roose asked ChatGBT to generate a story about a man falsely accused of a crime and was surprised to find that the story ended with the man being executed.

attitidue

a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object. Key Characteristics of Attitudes - Directed towards objects - Evaluative = positive or negative - Learned Ex: "Who Dey?" - Attitudes can change - Predispositions only: - You might be "wired" to act in a certain way, but that doesn't mean you're going to Formed through Think: cognitive information Feel: affective/emotional information (emotions, needs, values) Do: past behaviors and experience -- If we have a positive experience, we are inclined to carry out the action again. If negative, we will avoid and tell others to avoid it.

plain folks fallcay/appeal

a persuasive technique where someone or a message presents themselves as being just like the average person, relatable, and down-to-earth, like an Average Joe The primary aim of this technique is to gain the trust and credibility of the audience, making them more receptive to the message or idea being presented

source credibility

a source's persuasive impact, stemming from its perceived expertise, trustworthiness, and goodwill It refers to individual persons or organizations It varies from person to person It is a social construct It is largely subconscious It can change over time

ethos

ability to appeal to character and ethics. Can be conveyed through a range of strategies: - Sharing accurate information consistently - Showcasing expertise or qualifications - Maintaining a professional and respectful tone - Engaging with followers honestly and transparently - Aligning actions with stated values

logos

ability to appeal to reason and logic. Strategies: Sharing reliable data Citing credible sources Presenting well-structured arguments Using clear, logical language Must represent objective truth.

pathos

ability to appeal to the audience's emtions

humor appeals

an attempt to persuade an audience to like a company, brand, product, service, or idea by making them laugh and feel good How does it work? Captures attention Creates distraction Increase liking

trustworthiness

being seen by others as being safe and sinceere

emotions

belief systems that guide how we understand our feelings and how we organize our responses to those feelings - social constructions - learned

online campaign

boycotts or letter-writing campaigns that seek to bring about change on a particular issue

ability

can the audience understand the technical or specialized terms used in the message? Do they have the time to process the terms in the message If yes, then central-route processing might work.

Mothers Against Drunk Driving (MADD

compared a drunk man to a killer with a gun. That advertisement exaggerated the fear appeal. Advertisers ultimately want audiences to focus on fear control rather than danger control.

motivational appeals

external incentive - usually emotional in nature - designed to increase the audience's drive to undertake some course of action

Oral communication

face-to-face, immediate, poetry, and stories Powerful persuaders were elites, elders, and storytellers.

low involvement thinking

food , household items Strategy: coupons, samples

physiological needs

hunger, thrst, sleep, etc.

beliefs

ideas we have about what is true or false organized on a continuum of central and peripheral

socialization theory

individuals acquire personality and learn the ways of life through a process of social interaction and identification Emotions involve our self-esteem, or our sense of who we are or ought to be. Emotions structure and order our experiences Emotional appeals dominate persuasion

audience

individuals or groups who receive the message of persuasive sources.

persuader

individuals or organizations who produce persuasive messages

New/Digital communication

internet/social media, interactive, encourages relationships. Powerful persuaders are authentic voices.

barrack obama

maximized the power of Youtube in his inagural campaign.

viral posts

may include videos, images, or text that convey a message or raise awareness about an issue

online petitions

mobilizing support for a particular cause or issue. It can help pressure audiences to take action

needs

only an unsatisfied need or desire can be used to motivate the listener

goodwill

percieved caring; taking a genuine interest in the audience

identification

persuasion requires it. ffective persuaders form relationships either to change OR reinforce views. Much of advertising and PR is meant to reinforce or strengthen people's opinions Strategies: Obvious and direct; antithesis: "us vs. them"

feelings

physiological experiences that occur in reaction to something

Maslow's Hierarchy of Needs

physiological, safety, love/belonging, esteem, self-actualization

control

platforms have too much control over what we see and the conversations we have online. Morozov argues that this control allows these companies to manipulate our behavior and to shape public opinion in ways that serve their own interests

howard dean

presidential candiate that was the first to maximize the power of the internet

fear appeals

provides the audience with a persuasive message that emphasizes a serious threat or harm might occur if they do (or don't do) what is asked of them in the advertisement Develop the severity of the threat Prove the likelihood of threat Show the efficacy of the suggested solution Effectiveness depends on the audience's self-esteem Strategies: When using graphic appeals, don't exaggerate Make the problem relevant to the audience Provide a specific action that the audience can take to resolve fear Perceived efficacy: the solution is effective Response efficacy: the solution is available Make the solution easy to do Self-efficacy: the solution is feasible

self-actualization needs

realizing one's full potential content that motivates educates, or inspires others to reach their potential can meet this need

postindustrial culture

refers to the fragmentation of society that has resulted from economic, social, and technological changes. Our lives are so varied.

central-route processing

relies on logical, information-based, and technical messages They are all essential to one's life and identity Results in long-term attitude change Requires audience motivation and ability Active; deep, hard to change, more analytical

print communication

separated, print, and reasonable. Powerful persuaders were literates like scirbes, philosphers, and historians

polarization

social media can contribute to plarization and the spread of fake news. Algorithms used by social media comapnies can create "filer bubbles" that reinforce our rexisting beliefs and prevent us from enegaging with different viewpoints

inequality

social media can exacerbate existing social and economic inequalities. He suggests that the ability of social media companies to collect and sell personal data gives them an unfair advantage over smaller competitors and creates a new form of economic inequality.

hashtags

social media users often use these to bring attention to social issues and to organize around specific causes

rhetoric

the art of effective communication

persuasion

the co-production of meaning that results when an individual or group of individuals uses language strategies and/or symbols to make audiences identify with them Persuasion = Rhetoric It is a necessary evil. Can be necessarily beneficial or aggressively problematic. It all boils down to your audience's choice of trust. DOES NOT EQUAL coercion.

scarcity

the notion that people perceive something as more valuable when it's limited or exclusively creates a sense of urgency - promotes quick decision-making and increases the perceived value of a product or offer How it's done: limited time offers, flash sales, countdown timers on online deals.

expertise

the qualifications of the source Training/Education: What are your credentials? General Knowledge: How has your experience impacted your worldview? Intelligence/Savvy: What's your general level of book and common sense?

motivation

the reason or reasons one has for acting or behaving in a particular way. With central route processing, this needs to be high for it to be effective.

Cognitive dissonance theory

the uncomfortable pairing and holding of two inconsistent ideas or beliefs We avoid the appearance of being inconsistent Individuals seek balance, or consistency, in their lives. We as humans will turn away when there's too much dissonance Diet Marketing ("I've been working out, so I deserve a donut). Persuaders create dissonance in an audience and show how to resovlve dissonance (customer dissatisfaction and buyer's remorse)

vouching

to supply supporting evidence or testimony or give personal assurance To cosign or look out for a person, group, or thing

peripheral route processing

uses sensory or symbolic cues (music, celebrity, images) They are comparatively inconsequential Results in short-term attitude change More shallow, unmotivated to think too much; more emotional