ADV 3330

Which is the better predictor of advertising outcomes such as interest and purchase intention—cognitions or emotions?

Emotional response is a better predictor of interest and purchase intention compared to cognitive response

What are life projects and how do they shape the meaning of ads?

Engaged in "products of self" Life projects are in flux We interpret advertising in light of these life projects, and we look to advertising for ideas on how to advance them

Similarly, what does level of arousal tell us about activation of the motivational systems?

Evaluation of stimulus as highly arousing indicates high degree of activation

Similarly, what does the evaluation of a stimulus as pleasant or unpleasant tell us about activation of the motivational systems?

Evaluation of stimulus as highly arousing indicates high degree of activation

How do pleasant vs. unpleasant stimuli relate to activation of the motivation systems?

Evaluation of stimulus as pleasant indicates appetitive system activation ¤ Evaluation of stimulus as unpleasant indicates aversive system activation

What role do motivated mental processes play in advertising effects?

"stream of sensory information varying in motivational significance"

What are the three characteristics of coercion that differentiate it from persuasion?

(a) delivers a threat of some consequence ¤ (b) attempts to induce the individual to act contrary to her preferences, and ¤ (c) deprives the individual of some measure of freedom or autonomy"

What types of disciplines would be considered level fields?

(e.g., anthropology, sociology, psychology)... individuals

Variable fields?

(e.g., political science, economics, archaeology, education, advertising)... context as a whole group or individuals... so vary

Where does the meaning-centered consumer perspective have its roots?

: phenomenological psychology and humanistic psychology

What is the difference between a survey and a questionnaire?

A survey is defined as the evaluation of experiences or opinions of a group of people via questions as opposed to a questionnaire which is defined as a collection of written or printed questions with an answer choice made to conduct a survey.

• Valence vs. Arousal ?? .

Activated at the same time... something has aspects of both. Different moments in an ad. Mix of pleasant and unpleasant in an ad

How are advertising interviews and life-story interviews used to examine meaning-based processing of advertising? How is interpretive analysis used to bring the two together? o What are the potential limitations of advertising interviews? Life-story interviews? Dr. Cummins Guest Lecture y

Advertising interviews ¤ Examine advertising meanings as they are constructed ¤ Life-story interviews ¤ Examine personal narratives ¤ Use interpretive analysis to bring the two together! ¤ Possible limitations of each ¤ Advertising interviews ¤ Inability or unwillingness to articulate meaning ¤ Meaning may be subconscious or socially sensitive ¤ Obtrusive compared to natural advertising experience s ¤ Life-story interviews ¤ Memory bias ¤ Social desirabilit

• What are the two motivational systems? -

Appetitive & Aversive -Appetitive- Positive

What are the two motivational systems? What type of behavior does each lead to?

Appetitive motivational system Positive à pleasant, cupcake - approach it Aversive motivational system Negative à unpleasant, spider- avoid it

Peripheral route to persuasion?

Attitudes are less accessible, enduring, resistant to change, predictive of behavior.

What are the characteristics of attitudes formed under the central route to persuasion?

Attitudes are more accessible, enduring, resistant to change, predictive of behavior.

• What role do mental processes play in advertising effects? -

Behavioral psychology. Stimulus (advertising) then response. We don't all react in a way that we can control. Low elaboration, only paying attention to cues. Outcome- attitude toward the outcome. Whether we will buy product or not.

What is meant by the distinction between buying vs. consuming? Which is the focus of the experiential consumer perspective? .

Buying vs. Consuming. Buying is something that you get and don't necessarily consume. Consuming is using something. Buying, transaction purchase. Consumer, engaging with product. Active term, consuming.

• All of the following are examples of actions taken due to coercion, EXCEPT:

C. Buying a Sleep Number bed after the sales person in the store made a convincing argument

How are discrete emotions measured?

Categorical emotional states Measure specific emotions; love, hate, fear, joy... etc. Difficult to make list

What are some examples of psychophysiological measures that capture activity in the central nervous system? Peripheral nervous system?

Central nervous system activity ¤ fMRI, EEG ¤ Peripheral nervous system activity ¤ Heart rate, skin conductance, facial EMG, pupil diameter, eye blinks, eye movement

What is the relationship between the route to persuasion and emotional response to ads?)

Central route processors show higher emotional response compared to peripheral route processors

What do Duncan and Barrett's (2007) study findings tell us about the relationship between elaboration likelihood and emotional response to ads?

Cognitions and emotions are inseparable

What do Petty and colleagues' study findings tell us about how the quality of arguments (i.e., weak vs. strong) affects the favorability of attitudes among those high in personal relevance?

Combined effects of the nature of product claims and high personal relevance Research told consumers that they were going to be test marketed in their area. Increase personal relevance, end of study will have option to pick a razor and take it home. Increasing motivation. Low personal relevance, end of study can take a bottle of toothpaste. Razors had a lot of claims.

What are the major components that define a scientific theory?

Comprehensive explanation Systematic Supported by many facts gathered over time Informed Explanation of an important feature of nature About the way things work Why these effects happen... explains that mechanism Use theory to guide our observations... help us understand why things are happening.

What are the components of Laswell's model of communication?

Consumer skepticism ---Repetition Message coordination ----Clutter (Who?- Speaker, What?- Message, Channel- Medium, Whom- Audience, The EFFECT)

What are the considerations that make advertising distinct from communication?

Consumer skepticism ¤ Repetition ¤ Message coordination ¤ Clutter

What are the two considerations brought to light by the meaning-based model?

Cultural context (aka sociocultural context) ¤ Life project (aka cultural project, personal project)

A variable field?

Develop around a specific phenomenon

What are the disadvantages?

Difficult to create an exhaustive list of possible emotions experienced during ad exposure ¤ Difficult for consumers to label the emotions they experience

What are the two ways of classifying emotions?

Discrete view Dimensional view

In class we discussed the factors that directly influence a person`s motivation and ability to process a message. Which of the following will most likely affect whether a person is able to process a message? -

E. Distraction

What do Eckler and Bolls' (2011) study findings tell us about the relationship between the emotional tone of viral video ads and attitude toward the ad, attitude toward the brand, and intention to forward the ad? How do they explain their findings?

Examined the effects of the emotional tone of viral video ads ¤ Is shock value (e.g., use of nudity, violence) beneficial or risky? Findings ¤ Pleasant ads evoked the most positive attitudes toward the ad and brand as well as the greatest intention to forward the ad, followed by mixed ads, and then by unpleasant ads

hat are the two routes to persuasion according to the Elaboration Likelihood Model?

High elaboration likelihood- central route Low elaboration likelihood- peripheral rout

hich features of the message are attended to under the central route to persuasion?

High motivation and ability, attend to central message cues.

What are the major benefits of psychophysiological measures? Meaning-Based Processing of Advertising

High validity ¤ Ability to observe in real time ¤ Ability to observe very specific points in time

• What are the limiting criteria for defining "pure" persuasion?

Intentionality: toddler kicking a screaming for food... Attempt to influence Symbolic process; symbols, images, written, verbal Interpersonal vs. Intrapersonal; one-on-one, group, or ourselves Message transmission Free choice: audience is forced to choose a certain way/thing

What criteria should you use to decide whether persuasion is ethical?

Is persuasion ethical? designed to influence Scenarios, ethical? Non-ethical?

What are the four reasons to study persuasion?

Knowledge function- persuaded by ads. Instrumental function- better understanding of persuasion. Defensive function- become more skeptical. Debunking function- what is persuasion, what is persuasion not.

How does theory building differ across level fields and variable fields?

LF: unique theories, provide theoretical generalizations VF: borrowed theories to identify boundary conditions

What qualities (or personality traits) make an individual more or less likely to consume experientially?

Left brain: rational, cognitive, like facts, practical Right brain: creative, random, go with the flow I`M RIGHT BRAIN Don`t have to be one or the other

Peripheral route to persuasion?

Low motivation and/or low ability, attend to peripheral message cues

Low in personal relevance? How does elaboration likelihood help to explain these findings?

Low personal relevance- low motivation to process ad. Expert source. Attitudes "shoot."

What are the advantages and disadvantages of using continuous response measurement (i.e., dial testing) to measure liking of an ad?

May be something we aren't aware of or something we want to share

What are the disadvantages of sematic differentials?

Meaning of adjectives may vary from person to person ¤ Requires a significant amount of cognitive processing

What can eye-tracking technology tell us about a consumer's experience with an ad? • What can heart rate tell us about how focused a consumer is on an ad?

Moment-to-moment recording of gaze behavior. Cardiac Activity • Skin Conductance • Facial EMG

Peripheral message cues?) Why would you have low motivation to process a ad?

Need for cognition. Free from distraction. Low motivation and/or low ability. Use how many claims there are. Not paying attention to what they say but how many claims, must be a good product if have a lot of claims. Tooth paste advertisements, dentist supports it. Trust them. Revlon (makeup) advertisement, influenced by the celebrity on the cover. As well as sources that are attractive.

How do ads attempt to appeal to experiential consumers?

Pandora, memory bracelet Mastercard/American Airlines, make memories

What does "elaboration likelihood" mean? n

People are differentially willing and/or capable of elaborating on informatio

What are the advantages of the self-assessment manikin?

Pictures Circle how you feel No labeling Less demanding Less time consuming

How does Perloff's working definition of persuasion incorporate these limiting criteria? -

Persuasion is "a symbolic process in which communicators intentionally...

What are the four characteristics of persuasion in contemporary society?

Pervasive ¤ Institutionalized ¤ Subtle ¤ Complex

What are the three dimensions of emotions?

Pleasure ¤ e.g., Happy-Sad, Pleasant-Unpleasant ¤ Arousal ¤ e.g., Stimulated-Relaxed, Excited-Calm ¤ Dominance ¤ e.g., Dominant-Submissive, Autonomous-Guided

How do ads attempt to appeal to the three dimensions of emotions?

Pleasure, arousal, and dominance mediate the relationship between advertising content and attitudes Pizza Hut -- Pleasure Want to eat the pizza Hungry Pleasure Mountain Dew--- Arousal Subaru ---Dominance

What are the three types of persuasive effects on attitudes?

Shaping attitudes ¤ Mold initial attitudes ¤ Reinforcing attitudes ¤ Strengthen support ¤ Changing attitudes ¤ Get people to think differently...

What does it mean to say that the two motivational systems are independent? How does this explain how they can be reciprocally active, coactive, or uncoupled?

Reciprocal ¤ As activation of one system increases, activation of the other decreases ¤ Coactive ¤ Activation of systems increase or decrease together ¤ Uncoupled ¤ Activation of one system is unrelated to activation of the other

Where does the information-centered consumer perspective have its roots?

Rooted in cognitive psychology

Where does the experiential consumer perspective have its roots?

Rooted in phenomenological psychology, cognitive psychology.

How can the measure of valence in the self-assessment manikin be used to assess which motivational system is activated?

Self-report: SAM, neutral to happy, neutral to sad... Why? Feel two at once!

What are the defining features of emotions?

Short-lived Intense Directed at some external stimulus

What are the sources of motivation that are situation-specific? Person-specific?

Situational-specific- Motivation personal relevance (involvement) Person-specific- qualities of the person. Personality traits. Need for cognition, like to think/learn about things, motivation to elaborate. Need to evaluate, tends to always have an opinion on something.

(i.e., What are central message cues?

Someone who is high motivation of ability, focus on all of this information. New mattress ad- telling you all the different claims about the mattress. Sleep Number. Can fit to your needs. Product information. Consumer is both willing and capable, going to elaborate on the information given. Decide whether claims sound accurate, convincing.

What role do affective processes play in advertising effects?

Stimulus --- affective processes --- response

What role do mental processes play in advertising effects?

Stimulus à mental processes à response

What is meant by "consumer-response theory"?

The reading experience is "a dialogue between a historically situated, intentional author and a culturally informed, self-motivated reader"

What are the four characteristics of propaganda? Which of these differentiate it from persuasion?

Transmitted through mass media ¤ Covert ¤ Group or individual has total control (i.e., there is no free flow of information) ¤ Negative conno

is advertising considered a level field or a variable field?

VF

What are the two ways dimensions of emotions are measured?

Verbal ¤ Visual

What is the difference between the "cognitive miser" and the "motivated tactician"? Which is the more current view according to the information-centered consumer perspective?

Views: The "cognitive miser" A limited-capacity thinker who adopts shortcuts to simplify complex problems ¤ Emphasizes speed over accuracy The "motivated tactician" fully engaged thinker who has multiple cognitive strategies available and chooses among them based on goals, motives, and needs"

What is the cultural context and how does it shape the meaning of ads?

We are all products of our culture ¤ Culture shapes how we interpret the world around us, how we think, feel, act, etc. We interpret ads in light of our culture

• What qualities (or personality traits)... -

When consume, about the overall experience and joy... Types of people are they? Students go about writing a paper. Left brain and right brain people. Type A and type B personality. Type A- Very structured, left brain. Type B- creative, right brain. Depends on the advertising being consumed.

How do current life projects also shape motives for consuming ads?

Why else do we consume ads besides gathering information about the brand, product, service,

What is meant by "embodied mental processes"?

are motivated mental processes ¤ Stimulus à motivated mental processes à response

What does "elaboration" mean?

thinking about issue-relevant information

What is a level field?

develop around an interest in specific level of analysis

What do Petty and colleagues' study findings tell us about how the quality of arguments (i.e., weak vs. strong) affects the favorability of attitudes among those who are exposed to high levels of distraction? Low levels of distraction?

elaboration likelihood is low, recipients will either conserve their cognitive resources (e.g., skipping personally inconsequential advertisements) or expend cognitive resources on another task (e.g., daydreaming during exposure to the advertisement) Distraction. Hinders how we think. Consumers wore headphones. Distractions higher, at medium, arguments aren't at same attitudes.

What do Petty and colleagues' study findings tell us about how the quality of arguments (i.e., weak vs. strong) affects the favorability of attitudes among those high in need for cognition? Low in need for cognition? How does elaboration likelihood help to explain these findings? e

elaboration likelihood is said to be high. This means that people are likely to: (a) attend to the appeal; (b) attempt to access relevant associations, images, and experiences from memory; elaboration likelihood is low, recipients are more likely to adopt a strategy wherein they attempt to derive a "reasonable" attitude based on existing schemata and superficial analyses of the recommendation.

Where does the motivated consumer perspective have its roots?

in psycho physiology

How does level of arousal relate to activation of the motivational systems?

is that our levels of arousal can influence our performance. Level of arousal affects degree of activation

How does elaboration likelihood help to explain these findings?

likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments It follows, therefore, that the profile rather than the total number of cognitive responses can be expected to change predictably as the elaboration likelihood regarding a given recommendation increases

What do Petty and colleagues' study findings tell us about how source characteristics (e.g., level of expertise, celebrity status) affect those who are high in personal relevance when arguments are strong? Among those who are high in personal relevance when arguments are weak? .

personally relevant settings, minimizing the need for individuals to reconsider their attitude when faced with the costs of a relevant behavior High personal relevance- High motivation to process ad. Expert source doesn't change but the attitude does.

What are the sources of ability that are situation-specific? Person-specific?

situation-specific- hind our ability to elaborate. Level of distraction, minimal distraction. Time pressure, causes stress. Person-specific- Intelligence, better able to process elaborate things. More context to processing. Older, more intelligence. Prior knowledge we have about a topic, find someone who knows about topic that you don't know.

Among those who are low in personal relevance when arguments are strong? s

specific stimulus or factor to which a subject is responding may be the same (e.g., a long list of strong arguments); the critical difference is the manner in which an individual relates this incoming information to his or her prior knowledge.

What does the meaning-based processing model focus on—the intent of the advertiser or the consumer's interpretation? e

the meaning-based model focuses on the individual consumer's interpretation of the messag

What do psychophysiological measures capture?

¤ Measures variation in nervous system activity

How is this measure modified from the original self-assessment manikin and why?

¤ Modified version of SAM (valence, arousal)