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Definition
| Another word for credibility. Aristotle |
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Term
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Definition
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Judgement made by a perceiver concerning the believability of a communicator.
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It is receiver based. (eye of the beholder)
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Credibility is dynamic - it fluctuates and can change from audience to audience |
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Definition
| it fluctuates and can change from audience to audience |
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That a celebrity endorser must be a good “fit” for the brand being endorsed. |
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| Meaning Transfer Perspective |
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An endorserʼs public persona is projected onto a brand. |
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Celebrities can command millions for an endorsement. They help with the
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bottom line
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Problems when they commit crimes or do something unethical. Ex:
Armstrong! |
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Definition
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Recipe for credibility. Reverse blender. Focus on primary demensions |
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| Primary Dimensions of credibility |
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Definition
Expertise - Competence or qualification
Trustworthiness - Character, safety, integrity
Goodwill |
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Definition
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May or may not matter depending on situation
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Extroversion
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Composure
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Sociability |
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Receiver based construct |
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Definition
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Based on eye of beholder |
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Definition
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Situational or Contextual phenomenon |
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Definition
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Based on a situation. Credibility
subject to change |
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Credibility is a peripheral clue. Best when receiver involvement is low |
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Term
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Definition
Under the right circumstances, the delayed impact of a message may be more
effective than its initial impact.
Disaccociation effect - “I heard somewhere that...” |
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Term
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Definition
| I heard somewhere that...” |
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Term
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Definition
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Attractiveness, gift giving, relating, positive association, personal, extroverted.
Smile. listen |
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Term
| Image management and restoration |
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Definition
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Companies and businesses rely on credibility too. They have whole departments
dedicated to it. Philanthropic actions can be used to increase goodwill etc.. When there
is a “scandal” they have to do image restoration, defensive campaigns to regain
credibility. |
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| Impression management theory |
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Definition
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How persons go about trying to project a positive image.
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Individuals attempt to manage otherʼs impressions by trying to say and do the
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right thing. - political correctness
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This person is highly susceptible to persuasive appeals aimed at
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enhancing their own self-image |
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Definition
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A personʼs social standing in the eyes of others. Negotiating oneʼs social
standing and social worth with others. Losing face, committing a social faux pas. |
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Definition
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Repetitive, not strong language, tag questions, hesitations |
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The credibility in one area allows them to carry credibility to new, unrelated fields
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Because they are attractive they are also smart |
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Definition
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Younger people are more persuadable |
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Term
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Definition
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no difference except cross sex-effect. Some aspects can change.
Women doctors have to use positive approaches |
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Term
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Definition
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Moderate intelligence is most persuadable |
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Term
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Definition
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People are more easily influenced by members of the opposite sex than by
members of the same sex. Stronger for males persuading females |
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Term
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Definition
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a characteristic of a person presumed to be relatively stable across
situations |
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Definition
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varies from situation to situation |
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Term
| Self-esteem and persuasion |
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Definition
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Moderately high self esteem easier to persuade |
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Definition
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When trying to persuade anxious people, be sure to include specific
recommendations for avoiding the harms along with the reassurances that if they follow
the recommendations everything will be ok! |
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Definition
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less sensitive to social cues
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quality |
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Definition
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try to fit in. = Persuade with references to groups
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want recognition (study on helping disabled)
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social standing |
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Term
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Definition
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the continuum of positions we each have a most prefered position
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To persuade you canʼt go too far off from their anchor
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*Persuasion is not a one shot deal. (think about king and poison in BOM) |
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Definition
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| The criteria that we will accept |
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Latitude of noncommitment |
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Definition
| The part that we are neither for nor against |
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Definition
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Term
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Definition
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when an issue has personal significance to them and their sense
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of self. Stand on one side |
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Term
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Definition
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When a message falls too far away from a personʼs anchor position, the person
perceives the message to be farther away from the anchor than it really is. More in ego
involved |
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Term
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Definition
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When message falls within a personʼs latitude of acceptance and is perceived to
be closer to the anchor than it really is. |
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Term
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Ego involvement (Value-relavent involvement) |
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Definition
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linked to enduring values
embedded in self concept |
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Outcome involvement (issue involvement) |
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Definition
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- has to do with a personʼs current
goals or outcomes. |
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Definition
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More general type of authoritarianism. Dogmatisms = close minded liberals and
conservatives. Difficutly being objected. One way is the right way |
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Definition
| Following orders. Respect for leadership and order. |
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Term
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Definition
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Constructivism. Has many constructs (perceptual categories)
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More cognitively complex = better persuaders. Also like to go through the central
route to persuasion |
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Term
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Definition
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A destructive form of agression. Tendency to attact. Damages self-esteem |
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Term
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Definition
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A constructive form of assertiveness. Involves the tendency to defend and refute
positions on controversial issues. |
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Term
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Definition
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You simply have to adapt to your audience. Education, states and traits, age,
interests etc |
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Term
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Definition
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Breaking a market down into definable manageable segments and then tailoring
your efforts to persuade them |
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Definition
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expectations held by a group of people about what behaviors or
opinons are right or wrong, good or bad, accptable or unacceptable, appropriate or
inappropriate. |
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Definition
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Definition
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Term
| Social impact Theory (SIT) |
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Definition
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The first person you add to a group has the most influence. Each additional
member has some impact but less than the person before him |
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Term
| Social Influence Model (SIM) |
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Definition
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The third and fourt people added to a group have the most impact because no
minority is possible with only two people. After 3 or 4 the pressure to conform levels off |
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Term
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Definition
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Sometimes we conform to a group because we think that the group may be
correct |
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Definition
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We conform to gain rewards (be liked, avoid punishment |
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| Factors affecting levels of conformity |
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Definition
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The number of dessenters
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Identification - which groups you fit with. How you identify yourslf
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Reference groups
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Gender: Females more likely to conform
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Peer-suasion: Peer Pressure
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Personality: High cognative compexity managers conform less.
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High self monitors likely to conform
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Culture: |
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| Social comparison theory: |
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Definition
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We determine things such as attractive, tall or weird by comparing yourself to
others |
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Term
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Definition
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The tendency to see an action as more appropriate when others are doing it |
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Term
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Definition
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A small group of influencial people can cause a fashion trend or popularity of a
new product. Relying on social proof or word of mouth |
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