TB8 SPA Lecture 2; Power in advertising

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  • Created by: mint75
  • Created on: 30-04-16 11:08

1. What are the four components of Protection Motivation theory?

  • Self-efficacy, comprehension, attitudes, persuasion
  • Prob of occurence, outcome severity, efficacy of coping response, self-efficacy expectancy
  • Beliefs, values, morals, motivation
  • Attitudes, Subjective norms, perceived behavioural control, intentions
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2. In Azjen's (1991) theory of planned behaviour, what are the 3 core inputs?

  • Efficacy beliefs, control beliefs, Informative beliefs
  • Behavioural beliefs, normative beliefs, efficacy beliefs
  • Behavioural beliefs, normative beliefs, control beliefs
  • Normative beliefs, efficacy beliefs, control beliefs

3. In Maddux & Rogers (1983), what was the main effect for outcome severity & self efficacy?

  • High efficacy = greater expectation that quitting will avoid ill effects
  • Interaction = bigger effect of belief in outcome severity for high-self efficacy groups > low
  • High probability = higher expectancy of developing ill effects of smoking

4. What were the 2x2 variables in Rossiter & Percy (1980)?

  • Explicit/implicit belief claims and target/medium variables
  • High/low visual emphasis and source/message variables
  • High/low visual emphasis and explicit/implicit belief claims
  • Explicit/implicit belief claims and source/message variables

5. Which combination won overall in Rossiter & Percy (1980)?

  • Target variables and low visual emphasis
  • High visual emphasis and implicit belief claims
  • High visual emphasis and explicit belief claims
  • Source variables and implicit belief claims


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