Source of Communication
____ credibility refers to a communicator’s expertise, objectivity, or trustworthiness
Source
Should we use visual or verbal messages to appeal to the peripheral route?
Visual
True or false: One needs to be in authority to be an
authority
False
The Principle of ___ says that opportunities seem more valuable to us when they are less available
Scarcity
What was the name of the restaurant we ate at on Saturday night?
Zombie Taco
_____ bias occurs when a source has the
required knowledge, but we question their willingness to convey it accurately. Ex: In 2005, Listerine was legally forced to pull
ads that claimed that their mouthwash was as
effective as floss in fighting tooth and gum
decay.
Reporting
____ advertising refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes
Comparative
People are more willing
to follow the directions or
recommendations of someone they
view as an ___
authority
Competition and exclusivity are 2 amplifiers of the Principle of ____?
Scarcity
Which 2 members has birthdays on the Chicago trip?
Abi and SANSKAR
A ____ effect It is a delayed increase in the effect of a message that is accompanied by a discounting cue. A discounting cue being some negative connotation or lack of credibility in the message.
sleeper
Avis, a car rental company, highlights that they are only No. 2 in their industry.
Using a ____ argument, they show
that being No. 2 means they work harder
than the No. 1 brand to provide better
service for their customers
refutational
The most effective authority is a ___
authority
credible
The Principle of ___ says that people feel obligated to give back to others who have given to them
Reciprocity
What was the name of the non-profit organization we never ended up volunteering at?
Share Our Spare
____ advertising occurs when digital messages are
designed to blend into the editorial content of the
publications in which they appear. Ex: This Tik Tok influencer is trying on different shades
of L’Oreal lipstick. She posts a lot of makeup try-ons
and reviews that aren’t sponsored, so when this comes up on your feed you might think it’s just another one of her videos
Native
An alternative to a common message structure is to use a __ ___ message, in which the message presents
both positive and negative information
two-sided
Credibility comes from two places: expertise and what?
Trustworthiness
The Principle of ____ says that people are more likely to say ‘yes’ to those they know and like
Liking
Which 3 people shared a room with $wagner?
Jon, Xavier, and.....
SANSKAR!
Source ____ refers to the social
value recipients attribute to a
communicator.
attractiveness
The __ __ theory explains the fine
line between familiarity and boredom
It proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer.
Positive Learning Factor
Negative Tedium Factor
two-factor
The Principle of ___ is Activated by Commitment: a prior choice or stance on an issue
Consistency
The Principle of ___ says that people often decide what’s appropriate to think, feel,
or do by examining what others are thinking, feeling, or doing
Consensus
Which town is George from?
Owosso