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utan aca internet Vi ? How Many Calories B Toshiba IlI have cared tor you over the years, but not the name you want to remember. This is an example of what type of , interference? Influencing and behavior lecture Q16. Assume an inverted-U relationship between arousal and elaboration. Suppose consumers are shown an acd containing either strong or weak arguments and asked their attitudes toward the advertised product. The differenc in attitudes between those seeing the ad with the strong versus weak arguments should be greatest when arousal is low, moderate, or high? Explain. Q17. According to the Elaboration Likelihood Model, advertisements will lead to more favorable attitudes as elaboration decreases if the ad contains what type of arguments (strong or weak) and what type of peripheral cues (positive or negative)? Explain. Q18. We have discussed three different properties of advertising claims that influence their persuasiveness. Based on these three different properties, what type of ad claim is being used in an ad for store X that claims it sells product A for less than other stores? 019. After selecting a suit to purchase, the salesperson shows the customer various shirt and tie combinations that would fit with the color and style of the suit. The salesperson then asks the customer which items he would like to add to the purchase order. What specific tvpe of behavior modification technique is this? Q20. A person approaches you and asks if you will contribute $100 to the American Diabetes Association. When you refuse, the person asks if you will contribute any money. What specific type of behavior modifcation t is this? Environmental influences lecture Q21. You are in need of a flu medicine and go to the local drug store. You find numerous brands are available. AfterExplanation / Answer
16. Arousal is basically the level of alertness and may range from wakefulness to drowsiness. The perception of an individual on seeing an advertisement depends largely on the level of arousal of his mind state. If the arousal is high, the level of alertness will also be high and then the audience will be able to perceive and react more to the product advertisements.
17. Elaboration basically is the amount of effort put by an audience to process and evaluate an advertisement. This elaboration may depend on the type of processing used by the individual – central leads to high elaboration while peripheral leads to low elaboration. Generally weak arguments with positive peripheral cues lead to a decrease in the elaboration level, in any audience.
18. The ad claim, which is being used in an ad of store X that claims it sells product A for less than other stores is “We are different” claim. The store X claims that they are different and better than other stores as they offer product A for a lesser price than others.
19. When the salesperson shows matching shirt and tie for the suit that the customer plans to buy and claims that the combination would look good, he is trying to use the behavior modification technique of positive reinforcement. Through positive reinforcement, the salesperson is trying to praise the customer that he will look good in the combination, hence it’s a must buy.
20. In this case, the person is trying to use negative reinforcement. By asking if I can contribute any money , indirectly he is trying to negatively influence me by hurting my ego stating do you have anything, that you can donate. You would not donate, as you don’t have anything. This is a clear case of negative reinforcement.
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