Comm Arts 368 Final

why is music persuasive?

-creates a positive association - reduce counter arguments -works as a mnemonic device - can increase the amount ppl linger in a retail environment - can be used to create a similarity with target audience

strategies related to distraction

1) disrupt and reframe (ex. how much is it? 300 pennies, distracted and can't process quickly, then can give another offer and more likely persuaded, work better for those with high need for cognition) 2) fear and relief- after inducing negative emotion, then compliance gaining comes--> disrupts emotional processes

subliminal messages

messages that are below the threshold of awareness so one cannot detect it

mere exposure works best when used to promote...

neutral products and issues

effort justification

if something is hard to gain, the more you have to justify by having positive attitude

cognitive dissonance

inconsistency between cognitions and behavior leads to uncomfortable tension

Asking ppl about their pro-social behavior___ pro social behavior

increases

how background music increases persuasion

influences shopping pace, ppl buy stuff with slow tempo music, they linger more, higher bar tab with slow tempo music uplifting music: make ppl more compliant, reduce petty and violent crimes

utilitarian approach to advertising

it is good, conveys messages about things ppl desire, keeps the economy moving, responds to consumers demands (consequence) based on consequence

rule of affirmation

it is not about internal inconsistency that directly affect cognitive dissonance, rather, what matters is the threat to one's positive self image (ppl want to remain consistent)

brand recall

like a good neighbor....

what does cognitive ease lead to?

liking- especially when peripherally processed

disrupt then reframe

make a weird request that disrupts normal routine and causes them to be distracted, then reframe the question, no time for counter argument and will comply

pique procedure

make unusual request that disrupts normal routine, engages and consumes mind diverting it from resistance, then follow with request ex. 17 cents instead of 25

distraction

makes targets reduce defensiveness, counter arguments, resistance

Reciprocity

makes you feel obligated, it is perceived as a social norm

collectivists (eastern) vs. individualistic (western) dissonance

ppl tend to be situated in more dissonance with individualistic

presumed influence

presume the media influences other

which are most effect subliminal messages

priming image or word, increasing familiarity

subtle/supraliminal

product placement, noticed by viewer of message but not necessarily going to happen

subliminal smell

rate stimuli worse when smell bad even report no sense of smell

compliance gaining

relies more on changing

since targets naturally___ compliance gaining attempts through counter-arguing, what breaks down resistance & decreases ___

resist, counter- arguments

spreading of alternatives

struggling between two choices, after choosing you emphasize the positive aspects of your choice and the negative aspects of the unchosen alternative so that now the two choices seem far apart--> reduced dissonance

Reason for LPC

takes away reasons to not comply- barrier removed guilt impression management- if you're only asked for a penny and you don't give it, what kind of person are you?

how music works to persuade

takes less cognitive effort for the same message as spoken word creates a positive mood, happy more relaxed that can be associated with messages reduce counter arguing

wearing out in response to an ad

too much exposure--> no longer like it

third person effect

unlike other ppl, I'm the one who will not be affected by advertising

deontological approach to advertising

view it as unethical as they are deliberately deceptive based on intention

sensory branding

visual images are more effective when coupled w/ an aroma, increase attitude accessibility (more avenues in brain to think of brand)

social adjustive

what helps you meet your social goals, gain acceptance or avoid ostracism

perceptual contrast principle

when you ask for a very large request; small request doesn't seem so bad

sub-audible messages

when you're listening to a recording and theres a second recording embedded but its at such a low volumes you can't hear it

mnemonic device

588-2300 use of a song when singing phone number, easy to remember catchy

Door-in-face

a compliance gaining technique that relies on reciprocity, when you start with a large request that you expect to be turned down, and then you counter with a less extreme request that you think the person is likely to agree to

"and thats not all!"

add something extra, bring excitement need direct interaction

mere exposure

amount you've been exposed to stimulus- repeated exposure--> cognitive ease bc can process fluidly, increase exposure leads to likability and accessibility

association in advertising

associated products with pleasant exciting images, hop the products will take on these desirable outcomes

utilitarian

attitudes that help ppl approach pleasure and avoid pain more quickly

ego defeinsive

attitudes that help ppl feel good about themselves and help them feel safe from real or imagined threats

social identity

attitudes that set person apart from others in a good way

subliminal smalls

can't consciously detect

How to reduce cognitive dissonance

change attitude, add additional beliefs consistent with attitude, downplay importance of behavior-rationalise it away, suppress thoughts, deny responsibility- had to do behavior, alter behavior

why are we consistent to our commitments?

cognitive dissonance effort justification of commitment public pressure consistency is valued and adaptive heuristic to rely on past decision and commitment

Low Balling

compliance gaining technique that gets you to commit to very attractive request. After you agree, the deal is pulled from you for various reasons. The attractive request is now replaced with a less attractive alternative. Yet, because you already made the initial commitment to the attractive request, you are much more likely to continue to accept the less attractive alternative

foot-in-the-door

compliance to small request then a little later the same person asks for a lifer request they will commit bc they already committed to the first request and want to remain consistent

what breaks down resistance

distraction and diversion

fear then relief

emotional whiplash, from bad to good distract ppl with negative emotion that disrupts the process, then relieve and solve it

value expression attitude functions

expressing your deep seated values

Cognitive Ease (What increases it?)

familiarity, mere exposure, positive association, humor, easy to read

subliminal priming

flashing of the image very quickly

backward masking

hear something backwards you get a completely different message ex. song lyrics in class

embedding

hidden images

How to reduce resistance?

humor, cognitive strategies (related to ease), distraction

examples of cognitive dissonance

i believe the law should be obeyed. I just stole a car

how pleasant aromas increase persuasion

pleasant fragrances relax ppls moods, increases the time shoppers linger and buy more expensive stuff increases attitude accessibility and distracts--> process peripherally

LPC (legitimization of partial contribution)

"even a penny would help"

why does door-in-face work?

obligation to reciprocate, perceptual contrast principle

induced compliance

offering minimal justification for why you do something, ppl do things without sufficient justification - 20$ experiment

examples of reciprocity in class

two cokes: researcher come back with coke for recipient, later ask to buy tickers, more likely to bc received a coke hand written post it mints w/bill: best tips given unexpectedly and w/ personal touch