TB8 SPA Lecture 2; Power in advertising

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

1. In Uskel, Sherman and Fitzgibbon (2009) studying cultural effects of gain v.s loss framed messages, which motivational style did individualist cultures prefer?

  • Prevention > promotion. Loss framed > gain framed
  • Promotion > prevention. Gain framed > loss framed.
  • Promotion > prevention. Loss framed > gain framed
  • Prevention > promotion. Gain framed > loss framed.
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2. What are the four components of Protection Motivation theory?

  • Attitudes, Subjective norms, perceived behavioural control, intentions
  • Beliefs, values, morals, motivation
  • Prob of occurence, outcome severity, efficacy of coping response, self-efficacy expectancy
  • Self-efficacy, comprehension, attitudes, persuasion

3. What is self efficacy?

  • Message acceptance
  • Own capability to stop risky behaviour
  • How effective is the info at stopping risk
  • Behaviour avoidance

4. What is the outcome variable in response efficacy?

  • Message acceptance
  • Behaviour avoidance

5. What does a fear campaign utilise?

  • Argument based persuasive messages
  • Promotion rather than prevention
  • Evidence based persuasive messages
  • Prevention rather than promotion


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