Advertising Humor Effects

Advertising Humor Effects - Chapter 16 ADVERTISING HUMOR...

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Advertising Humor.1 ADVERTISING HUMOR Chapter 16
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Advertising Humor.2 As Shown in the AIDA Model Attention Interest Desire Action Promotion Cognitive elaboration Affect Collect info, visit show room Physiological Simple behavioral intentions Cycle thru with more complex reactions
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Cognitive Process as Causes of Affect Cognitive Processes Eliciting Affect Description Relative Complexity Of Process Potential Impact on Affect Exposure Only Growing like of frequently encountered ads, even when unconsciously perceived Very Simple Weak Unconditioned Direct Affective Responses Registration of ad, conscious or unconscious, learning not necessary, innate preferences Very Simple Weak to moderate Conditioned Affective Responses Registration and categorization of ad, learning required Simple Moderate Interruption of Perceptual Schema Disconfirmation of a perceptual schema, generates arousal, sets cognitive interpretation. The interpretation determines the quality of affect Moderately Complex Moderate to Strong Eliciting of Affect Charged Schemata Fit of an ad to an affectively charged schema is assessed. The degree of fit determines the magnitude of the transfer of the schema’s affect to the Ad Moderately Complex Moderate to Strong Appraisals Appraisals include: 1. Assessment of consequences 2. Inferences of causes as per attribution theory 3. Comparison of some standard such as moral standards or expectations 4. Perceptions of control 5. Perceptions of choice Exceedingly Complex Strong
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Advertising Humor.4 Attribution Theory We make sense of our environment by the attribution of causal relationships. Individuals are motivated to “attain a cognitive mastery of the causal structure of their environment” When a child perceives persuasive intent to commercials, he believes them less, likes them less, and is less likely to want the products advertised. Consumer assumptions about a product or situation are derived from the consumer's experience, personality, or attitudes.
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Advertising Humor Effects - Chapter 16 ADVERTISING HUMOR...

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