SPA TB8 Lecture 2

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  • Created by: May2714
  • Created on: 17-05-16 13:53
What are Krugmen's (1972) stages of psychological exposure?
1) What is this? 2) What does it say? 3) I have already seen this
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Naples (1979) said effective frequency is of exposure is under how many times?
3 (< 3x we gain a full understanding of the advert and is the point at which a change in behaviour/attitude is likely)
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Jones (1995) found that as long as the context is optimal, how many exposures are enough to lead to a change in behaviour?
1
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According to Ajzen's (1991) theory of planned behaviour, what factors feed into intention and hence behaviour?
Behavioural beliefs -> attitude toward the behaviour; normative beliefs -> subjective norm; control beliefs -> perceived behavioural control (perceived behavioural control can directly influence behaviour through actual behavioural control)
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Fishbein & Ajzen (1975) suggested what is needed to change behavioural intentions?
Change the attitude towards the behaviour and change subjective norms
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How do Fishbein & Ajzen (1975) suggest to change attitudes?
Supply a new attitude-object relation (i.e. beliefs) and supply a new purpose for the attribute (i.e. evaluation)
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In Rossiter & Percy's (1980) experiment, which combination of visual emphasis and belief claims produced the highest attitude and intention to buy scores?
High visual emphasis and explicit belief claims
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What is the "dual loop" theory?
The combination of visual imagery and verbal beliefs to produce a change in product attitude
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What is McGuire's (1968) internal process of persuasion?
1) attention; 2) comprehension; 3) acceptance
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What factors influence persuasion?
The credibility of the source; implicit/explicit messages; written/pictorial medium; and the target audience
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In Uskul, Sherman & Fitzgibbon's (2009) study, what were the biggest effects?
Gain-framed messages for White British participants; and loss-framed messages for East Asian participants
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What 3 factors must fear campaigns tap into?
Fear (motivational state protecting against danger elicited by threat); threat (always external, dependent upon beliefs of severity and behavioural control); efficiency (response efficiency and self efficiency)
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What are the outcomes of response efficiency and self efficiency?
Response = message acceptance; self = behaviour avoidance
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What is the drive-reduction model (Janis, 1970)?
Arousal of the emotional state of fear necessary for the effectiveness of a fear appeal communication
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What is the parallel response model (Leventhal, 1970)?
Importance of differentiating emotional responses from cognitive responses: fear control vs. danger control. "Specific action instruction" found to facilitate coping
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What cognitive appraisal processes occur in Rogers' (1975) protection motivation theory?
1) severity of threatened event; 2) probability of the occurrence of the threatened event; 3) efficacy of recommended coping response
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What is outcome expectancy?
The belief that a given behaviour will or will not lead to a given outcome
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What is self-efficacy expectancy?
The belief that they or they are not capable to performing the requisite behaviour
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Does Maddux & Rogers' (1983) provide evidence for the inclusion of self-efficacy as a 4th component of the protection motivation theory?
Yes. Self-efficacy influences the effect of the probability of the event and the coping response efficacy
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What is targeted advertising?
Advertisements targeted to individuals based on internet search history and location etc.
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Other cards in this set

Card 2

Front

Naples (1979) said effective frequency is of exposure is under how many times?

Back

3 (< 3x we gain a full understanding of the advert and is the point at which a change in behaviour/attitude is likely)

Card 3

Front

Jones (1995) found that as long as the context is optimal, how many exposures are enough to lead to a change in behaviour?

Back

Preview of the front of card 3

Card 4

Front

According to Ajzen's (1991) theory of planned behaviour, what factors feed into intention and hence behaviour?

Back

Preview of the front of card 4

Card 5

Front

Fishbein & Ajzen (1975) suggested what is needed to change behavioural intentions?

Back

Preview of the front of card 5
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