TB8 SPA Lecture 2; Power in advertising

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  • Created by: mint75
  • Created on: 30-04-16 11:08
In Azjen's (1991) theory of planned behaviour, what are the 3 core inputs?
Behavioural beliefs, normative beliefs, control beliefs
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According to Fishbein & Azjen's behavioural intentions model, what are the two main concepts in intention to buy a product?
Change attitude towards behaviour and change the subjective norms
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According to Fishbein & Azjen's behavioural intentions model, what are the two main concepts in changing attitudes?
Change the current belief by supplying a new one and change how you evaluate the attribute
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In McGuires internal process of persuasion, what are the 3 stages?
Attention (credibility of source info), Comprehension (type of message) and Acceptance
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What is the main premise of Rossiter & Percys (1980) attitude change model?
The stimulus accompanying the unconditioned stimulus produces a positive emotional response which is then transferred to the product
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What were the 2x2 variables in Rossiter & Percy (1980)?
High/low visual emphasis and explicit/implicit belief claims
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Which combination won overall in Rossiter & Percy (1980)?
High visual emphasis and explicit belief claims
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In Uskel, Sherman and Fitzgibbon (2009) studying cultural effects of gain v.s loss framed messages, which motivational style did individualist cultures prefer?
Promotion > prevention. Gain framed > loss framed.
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What does a fear campaign utilise?
Evidence based persuasive messages
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What are the two types of efficacy in protection-motivation theory?
Response efficacy and self efficacy
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What is response efficacy?
How effective is the info at stopping risk
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What is self efficacy?
Own capability to stop risky behaviour
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What is the outcome variable in response efficacy?
Message acceptance
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What is the outcome variable in self efficacy?
Behaviour avoidance
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In Maddux & Rogers (1983), what was the main effect for probability of occurence of threatened event?
High probability = higher expectancy of developing ill effects of smoking
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In Maddux & Rogers (1983), what was the main effect for efficacy of coping response
High efficacy = greater expectation that quitting will avoid ill effects
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In Maddux & Rogers (1983), what was the main effect for outcome severity & self efficacy?
Interaction = bigger effect of belief in outcome severity for high-self efficacy groups > low
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What are the four components of Protection Motivation theory?
Prob of occurence, outcome severity, efficacy of coping response, self-efficacy expectancy
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According to Fishbein & Azjen's behavioural intentions model, what are the two main concepts in intention to buy a product?

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Change attitude towards behaviour and change the subjective norms

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According to Fishbein & Azjen's behavioural intentions model, what are the two main concepts in changing attitudes?

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Card 4

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In McGuires internal process of persuasion, what are the 3 stages?

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What is the main premise of Rossiter & Percys (1980) attitude change model?

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