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