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
1 of 20
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)
2 of 20
Jones (1995) found that as long as the context is optimal, how many exposures are enough to lead to a change in behaviour?
1
3 of 20
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)
4 of 20
Fishbein & Ajzen (1975) suggested what is needed to change behavioural intentions?
Change the attitude towards the behaviour and change subjective norms
5 of 20
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)
6 of 20
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
7 of 20
What is the "dual loop" theory?
The combination of visual imagery and verbal beliefs to produce a change in product attitude
8 of 20
What is McGuire's (1968) internal process of persuasion?
1) attention; 2) comprehension; 3) acceptance
9 of 20
What factors influence persuasion?
The credibility of the source; implicit/explicit messages; written/pictorial medium; and the target audience
10 of 20
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
11 of 20
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)
12 of 20
What are the outcomes of response efficiency and self efficiency?
Response = message acceptance; self = behaviour avoidance
13 of 20
What is the drive-reduction model (Janis, 1970)?
Arousal of the emotional state of fear necessary for the effectiveness of a fear appeal communication
14 of 20
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
15 of 20
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
16 of 20
What is outcome expectancy?
The belief that a given behaviour will or will not lead to a given outcome
17 of 20
What is self-efficacy expectancy?
The belief that they or they are not capable to performing the requisite behaviour
18 of 20
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
19 of 20
What is targeted advertising?
Advertisements targeted to individuals based on internet search history and location etc.
20 of 20

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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