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Behavioral determinants: socio-cognitive model

14 important questions on Behavioral determinants: socio-cognitive model


What steps do you take whenusing the TPB todevelop a campaigntodecrease the smoking of cannabis?

(1) Elicitation phase (2) Model measurement phase (3) Message development phase (4) testing phase.

What is the aim of the elicitation phase?

Helps identifying the content of the TPB beliefs. It is a qualitative study in a small proportion of the target group.

What is the aim of the Model Measurement phase?

Finding out what beliefs are most strongly related to the behavior and on which beliefs do intenders and non-intenders differ? It is measuring the TPB determinants in the model in a questionnaire with a lot of people
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What is the aim of the Message development phase?

Developing a message aimed at the most influential determinant

What is the aim of the Testing phase?

Testing the message effectiveness on a new sample. To do this compare the effects with other less successful control messages

Give four characteristics of a campaign

(1) A campaign is purposive, specific outcomes are intended to result from a campaign (2)A campaign is aimed at a large audience (3) A campaign has a more or less specifically defined time limit (4) A campaign involves an organised set of communication activities.

What are the two properties of norms?

Central tendency and dispersal

How can you use social cognitive theory?

By a stepwise implementation with 3 steps. The first level includes people with a high sense of self-efficacy and positive outcome expectations for behaviour change. They can succeed with minimal guidance to accomplish what they seek. Individuals at the second level have self-doubts about their efficacy, they need additional support and guidance. Individuals at the third level believe their health habits are beyond personal control. They need a great deal of personal guidance in a structured mastered program

Mention two criteria that advertisers can take into account when deciding what advertising executional cues to use

First is to match executional cues to consumers information-processing level. Second is to enhance consumers motivation, opportunity and ability to process the brand information

What are tradeoff effects?

Tradeoff effects are effects that occur when one executional cue that positively affect one processing antecedent (i.e. motivation, opportunity, ability) negatively affect another.

Mention six principles of interpersonal influence

1) reciprocity 2) social validation 3) commitment/consistency 4)friendship/liking 5) authority 6)scarcity

Explain the social validation principle

One should be more willingly to comply with a request or behaviour if it is consistent with what similar others are thinking or doing.

Explain the foot-in-the-door technique and what principle is this of Cialdini?

Someone using this technique will first ask for a smal favour that is virtually certain to be granted. The initial compliance is then followed by a request for a larger related favour. It's the same as the four-wall technique and is the commitment/consistency principle. After committing oneself to a position, one should be more willing to comply with requests for behaviour that are in consistent with that position.

What is the low-ball technique?

Is especially employed by car dealers which proceeds by obtaining a commitment to an action and then increasing the costs of performing the action.

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Message Strategies

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