Week 1
Advertising → (ad-verte, to change) advertising agents seek to influence us (deploy specific
type of information) in the hope of encouraging a specific type of behavior
- We might not recall all the messages we have seen but we often recognize them
(information is internalised?)
- The power to persuade is determined by the characteristics of: source, recipient, content
- From when a message influences attitude to → how the message influences attitude
Models on processing and effects of persuasion:
1) (1898) The AIDA model: Developed by Edward Kellogg Strong → earliest model in
advertising to describe the steps of influence
- Describes the 4 essential steps an advertising message should trigger: (a hierarchy
of effects)
1. Attention
2. Interest
3. Desire
4. Action
- AIDAS model (S- satisfaction; component that ensures customer loyalty)
Criticism on hierarchical models → too rigid and too rational (steps cannot be skipped) + buying
decisions are often made without cognitive effort
- Persuasion does not necessarily follow a sequential order (preference can arise before
there is any interest)
- People devote certain amount of time and attention to the information presented to them
- Recipient of the advertising message is passive
1
,Since 1960, recipients have more seen as active information processors
- Passive receiver concept → Receivers absorb information of communication content
without elaborating on message content
- Active receiver concept → recipient using its own cognitive system when information is
processed
Code of Advertising (COA)
- Brainwashing → Members cutoff from the outside world
- Absence of force - precondition for eventually acceptable influence
Key factors in influence:
- For information to be persuasive it needs to track our attention
- The way we process the information determines the success of influence
2
,McGuire’s communication/persuasion matrix:
- A framework to organize knowledge on communication effects
- Persuasion deals with communication process
- Deals with questions of: who says what, via what medium, to whom and directed at
which kind of behavior
- Five elements:
1) Source (WHO) → who is the perceived communicator; to whom the message is
attributed
- Perceived communicator is part of the message (person who conveys the
message is not necessarily the same as the source where the message
originated ?); e.g spokesperson
- Source of the message is determined by: who says so
- It is a consistent element (not bound by the medium type)
2) Message (WHAT) → communication itself (verbal/non-verbal)
3) Channel (MEDIUM) → through which communication is transmitted
4) Receiver (WHOM) → part of audience; objective variables (age, gender) and
personal factors (e.g involvement with an issue)
- During communication process receiver is exposed to both external and
internal influences
5) Target (WHAT BEHAVIOR) → type of change communication is designed to
establish
Input Factors → concerned with target the communication is aimed at (which causes
immediate/long-term change)
- Components out of which one can consist of communication to change attitudes
and action
Output Factors → manifest the influence on the receiver which varies from exposure to
the message to a stable behavioral change
- Consist of successive information processing behavioral sub steps that the
communication must evoke in the target person for the persuasive impact to occur
- Matrix explains → how we can establish effect in variation of input factors on one or
more output steps; it also prefers some sequence of steps (not hierarchical); steps can be
skipped
- The matrix does not explain effects ?
- The matrix describes relationships between input factors out of which communication is
constructed and output factors that cause persuasion
- Immediate cognitive reactions at the beginning, long-term cognitive reactions at the end
- Output factors can mutually influence on another
3
, - Output factors warn for a great number of interviewing processes that might mediate
found relationships + serves as a checklist to detect and strengthen weak points in
messages
- For persuasive effect to occur individuals need to be exposed to communication
- Exposure does not equal effect, but its a prerequisite for processing message content
McGuire Inoculation theory → how people can arm themselves against information intended
to influence and change their opinion
- Weak arguments may act like a virus, triggering a cognitive reaction that actually
protects, reinforces and helps to maintain existing attitude
- Yields 6 steps of persuasion:
1. Presentation
2. Attention
3. Comprehension
4. Yielding (accepting the argument)
5. Retention
6. Behavior
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper kaivainomaa. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €13,66. Je zit daarna nergens aan vast.
