SPMT 370: Consumer Persuasion
(Unit 2) Exam Q’s and A’s
Consumer Learning - -development of, or change in, attitudes and behavior
resulting from some interaction or communication (exposure) between a
person and a stimulus Exposure ->
Attention -> Perception -> Comprehension -> Attitudes
- Message Construction - -the design and layout of the message (where and
how information is presented) can impact its persuasiveness
- Message Effects - -how the appeal of a message and its construction affect
persuasiveness
- Source Effects - -the characteristics of a source that influence the
persuasiveness of a message
- Message Design Effects - -- Serial Position Effect
- Primacy Effect
- Recency Effect
- Serial Position Effect - -an effect that occurs when the placement of
information in a message impacts recall of the information
- Primacy Effect - -an effect that occurs when the information placed early
in a message has the most impact. Grab their attention
- Recency Effect - -an effect that occurs when the information placed late in
a message has the most impact. Put most important info
- Characteristics of the message (marketing): - -- Physical characteristics:
size, color, motion
- Simple vs complex
- Message congruency
- Message source: credibility and likability
- Characteristics of the message receiver (marketing): - -- Ability
- Personal Relevance: attention, involvement
- Familiarity: prior knowledge or experience
- Expectations
- Characteristics of the Environment: - -- Information: intensity, clutter
- Framing
- Timing
(Unit 2) Exam Q’s and A’s
Consumer Learning - -development of, or change in, attitudes and behavior
resulting from some interaction or communication (exposure) between a
person and a stimulus Exposure ->
Attention -> Perception -> Comprehension -> Attitudes
- Message Construction - -the design and layout of the message (where and
how information is presented) can impact its persuasiveness
- Message Effects - -how the appeal of a message and its construction affect
persuasiveness
- Source Effects - -the characteristics of a source that influence the
persuasiveness of a message
- Message Design Effects - -- Serial Position Effect
- Primacy Effect
- Recency Effect
- Serial Position Effect - -an effect that occurs when the placement of
information in a message impacts recall of the information
- Primacy Effect - -an effect that occurs when the information placed early
in a message has the most impact. Grab their attention
- Recency Effect - -an effect that occurs when the information placed late in
a message has the most impact. Put most important info
- Characteristics of the message (marketing): - -- Physical characteristics:
size, color, motion
- Simple vs complex
- Message congruency
- Message source: credibility and likability
- Characteristics of the message receiver (marketing): - -- Ability
- Personal Relevance: attention, involvement
- Familiarity: prior knowledge or experience
- Expectations
- Characteristics of the Environment: - -- Information: intensity, clutter
- Framing
- Timing
