Consumer Psychology - Advertising

Front

Elaboration likelihood model is one theory that looks at the role of persuasive techniques in advertising. This proposed two routes; the central and peripheral.

Back

Petty and Cacioppo

Front

In Elaboration Likelihood Model, what route deals with generally strong and long-lasting changes?

Back

Central Route

Front

In Marketing Mix Model by McCarthy, he introduced 4P's as a marketing tool used by advertisers. 4P's are as follows: Product, Price, Place, _____

Back

Promotion

Front

One of the main criticisms of 4P's model is that it fails to understand the role of the consumer in advertising and subsequent product purchases therefore ________, proposed 4C's

Back

Lauterborn

Front

_________ is defined as where a branded product is given a prominent position within a scene in TV or film.

Back

Product Placement

Front

Which age group is cued processors in the study by Auty and Lewis on the effect of product placement on children's choices? Options: 11-12 years old, 6-7 years old, 8-9 years old

Back

11-12 years old

Front

A short clip from the film Home Alone showing the family around the table eating pizza and drinking milk and Pepsi. Pepsi is also mentioned by name in the dialogue. This clip is used in which group?

Back

Experimental Group

Front

After watching the film clip (in groups) children were questioned individually. Before asking any questions the researcher asked the child if they would like to help themselves to a drink from the table where two small cans of Pepsi and two small cans of Coca-Cola were set up. The researcher looked away while the child made his or her choice. This is called an _________

Back

implicit preference test

Front

In the experimental group, the children’s choice of drink was recorded while the child was being asked to describe as much as they could remember about the film. If they did not mention the Pepsi specifically they were given a series of ________

Back

prompts

Front

Results showed that the product placement had an effect. Children in the experimental group were more likely to choose Pepsi (a ratio of ______) compared with the control group (a ratio of 42 : 58). The market share in the UK is 75 : 25 in favour of Coke.

Back

62 : 38