PC Week 1

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• Advertising Call attention to something/influence behavior
• Subtlety of influence Most of what we see we do not register, and can rarely recall majority of ads we come across
• Aristotle saying Power to persuade is determined by characteristics of information source, recipient and content
• Attitude Evaluative response, either positive or negative
• Who Source
• Says what Content
• In which channel Medium
• To whom Audience
• With what effect Effect/Attitude
• Hovland persuasion step 1 Make sure people are paying Attention
• Hovland persuasion step 2 Make sure people Understand message
• Hovland step 3 so people can Accept the message
• Hovland step 4 To retain the Attitude
• Existing attitudes Contribution to persuasion power
• Inoculation theory (McGuire) Tools for people to defend themselves from persuasive attempts
• Cognitive response theory (Greenwald) New information mixed with previous is a determinant of attitudinal change
• AIDA(s) model Attention, Interest, Desire, Action, (Satisfaction)
• Ethics in persuasion Wholly against, or seeing it as acceptable as long as it does not involve force
• Subliminal influence People can be influenced without knowing they are influenced
• COA Code of advertising
• Kahneman system 1 Information processed quickly, and instinctively
• Kahneman system 2 Information is carefully processed
• Attenuated effects fallacy Do not place too much trust in how effective the messages impact will be
• Distant measure fallacy Campaign is evaluated too early on basis of good performance, efficiency in one condition does not mean efficiency in the next
• Neglected mediator fallacy Not taking previous factors in consideration on the impact on other factors
• Compensatory principle If one factor has a negative impact, it can be compensated by a later one
• Golden mean principle Balance in advertising elements to achieve an ultimate effect
• Situational weighting principle Take whole context into account. Effect on a factor is dependent on other factors
• Alternate routes Audience are likely to take shortcuts that can shorten the list of output steps
• Persuasion from within Activating information within a person, making supporting information salient
• Attitude change as consequence of behavioral change We should try to convince the behavioral change, instead of presenting new info. Attitude will adjust to new behavior

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