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Study on college students in favor of mandatory comprehensive exams: bottom line
If speaker has a strong argument with high personal relevance then it will work if there is low personal relevance a strong argument will work more also
TV ads and kids
Young kids do not discriminate between ads and programs even older kids do not recognize persuasive intent of ads
Strong attitudes and persuasion
Strong attitudes are better able to withstand persuasive attacks of appeal specifically directed at them
Grown UPS and persuasions
Grown UPS are harder to persuade than kids thus their attitudes are More likely to remain unchanged as time passes
Strategies to changing peoples attitudes) if attitude is primarily cognitively based then..
Try to change with rational arguments
Strategies to changing peoples attitudes) if attitude is affectively based then...
Appeal to audiences emotions
What are examples of cognitively based? (3)
Utilitarian products are based upon which type of attitudes?
Cognitively based attitudes
Social identify products are based on which type of attitudes?
affectively based attitudes
What are 3 examples of affectively based attitudes?
-scent of perfume
Fear appeals) what do these try to do?
They try to emphasize harmful physical or social consequences
Fear appeals) effective fear appeals (2)...
-moderate amount of fear
-information provided on how to reduce fear
Persuasion through advertisement) consumers and buying decisions
Half of consumers purchases are impulse buys thus they typically do not think about what they buy
Advertising) more products are bought if they are... (5)
-closer to check out
-contain words: new, quick, easy
-contain: animals, babies, sex appeal
Resisting persuasion) attitude inoculation
People can better resist a persuasive communication if they have been exposed to mild persuasive attempts before receiving the actual message
Resisting persuasion) 3 ways to resist persuasion
reactance theory) result of the study of graffiti on wall and type of message
More graffiti resulted with stronger message or threat.
*Do not write on these walls under any circumstances as opposed to please don't write on these walls.
What are subliminal messages?
Words or pictures that are not consciously perceived but supposedly influence people's judgments, attitudes, and behaviors
Subliminal advertising) cause and effect of new jersey theatre flashing subliminal messages
-flashed drink coca cola and eat popocorn
-reported that coke and popcorn sales increased
Subliminal advertising) what was the reaction to the new jersey theatre flashing subliminal messages?
FCC banned the use of subliminal message on radio and TV
Subliminal advertising) Is there any evidence that subliminal messages work?
There is no evidence that the types of subliminal messages used in everyday life have any influence on behavior
Subliminal advertising) what were the results of the audio taped subliminal messages? And what was the participants reaction?
Neither tape had any effect but the participants thought the tapes worked even when they were misinformed
For priming to be effective, which conditions must be met? (3)
-illumination of room
-seated certain distance from screen