Summary: Message Strategies
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Behavioral determinants: socio-cognitive model
This is a preview. There are 20 more flashcards available for chapter 08/09/2014
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What is the compatibility principle?
This principle holds that each attitude and behaviour has the four elements of (I) Action, (II) Target, (III) Context, (IV) Time. -
Which two components consists the Perceived Behaviour Control?
Self-efficacy and perceived controllability -
Which two components consists attitude?
Attitude consists of instrumental as well as affective aspects. -
Mention two components of subjective norm
Injunctive norms and descriptive norms -
What does injunctive norm mean?
Injunctive norms (also subjective norm) is about the concern of social approval of others which motivates action through social reward/punishment. -
What does descriptive norm mean?
It is about what other do, the reality you saw. -
What is perceived controllability?
The perceived controllability component of PBC involves people's belief that they have control over the behaviour that performance or non-performance of the behaviour is up to them. It is also called autonomy. -
How does hierarchy effects in the low involvement condition evolve?
1) Beliefs through passive learning, 2) purchase decision, 3) evaluation of brands. -
Explain the strategy for changing of beliefs
In order to change beliefs there are 3 criteria. (1) the belief should be significantly related to the intention (2) there should be enough people who do not already hold the belief to make the intervention worthwhile (3) it should be possible to change the belief through elicitation research, one can identify the salient beliefs that members of a population hold -
Explain the Social Cognitive Theory of Bandura in short with the most important variables.
Self-efficacy plays a central role. Direct and indirect influence on behaviour. The indirect influence goes through outcome expectations and sociostructural factors that leads to goals and eventually behaviour.
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