Media Engagement, Self, and Advertising Appeals

Vocabulary flashcards covering mechanisms of media engagement, psychological constructs of the self, Self-Determination Theory, and categories of advertising appeals.

Social Rewards

Unpredictable social feedback—such as the "Like" button introduced by Facebook in 2009 and present on Instagram from the start—that users continually check for and find rewarding in its own right.

Social Hooks

Features embedded in digital media platforms designed to bring users back, including notifications of other users' activities and alerts when a user is tagged.

Short-Term Gaming Rewards

Immediate, small incentives integrated into gameplay to sustain engagement, such as points, coins, visual effects, haptic feedback, and unlocking new options.

Near Wins

Game outcomes where a player comes exceedingly close to achieving a goal, functioning as a powerful motivator to continue playing.

Self-Determination Theory

A motivational theory established by Ryan and Deci (2000) proposing that all individuals have three innate psychological needs: competence, autonomy, and relatedness, each influencing motivation and wellbeing.

Competence (Self-Determination Theory)

One of the three basic psychological needs identified by Ryan and Deci (2000), describing a person's need to experience mastery, effectiveness, and capability.

Autonomy (Self-Determination Theory)

One of the three core needs described by Ryan and Deci (2000), involving the need for self-direction, personal volition, and agency over one's choices.

Relatedness (Self-Determination Theory)

One of the three primary psychological needs identified by Ryan and Deci (2000), centered on feeling connected to, cared for, and a sense of belonging with others.

Self-Concept

An individual's perception and mental model of "I am…", built from physical descriptors, skills descriptors, and personality descriptors.

Self-Esteem

The evaluative judgment an individual makes about their own self-worth, assessed both overall and across specific domain areas.

Hierarchical Structure of Self-Esteem

A developmental framework in middle childhood and beyond that divides general self-esteem into four core evaluated domains: academic competence, social competence, physical/athletic competence, and physical appearance.

Identity

A person's chosen definition of "Who am I," expressed through specific realms such as moral values, political views, religious beliefs, occupational identity, interests, and favorite activities.

Actual Self

The realistic representation of the traits, abilities, and qualities an individual currently possesses.

Ideal Self

The idealized representation of who an individual aspires to become; discrepancy between this and the actual self can motivate change, improvement, and achievement, or lead to depression.

Elaboration Likelihood Model

A dual-process persuasion model describing two pathways through which messages are received and evaluated: central route processing and peripheral route processing.

Central Route Processing

A persuasion pathway within the Elaboration Likelihood Model where the audience actively engages in rational, thoughtful cognitive processing of message arguments.

Peripheral Route Processing

A persuasion pathway within the Elaboration Likelihood Model characterized by minimal cognitive effort and reliance on surface cues rather than deep argument evaluation.

Informational Appeal

An advertising approach that highlights factual, rational benefits, such as introducing a new product, improving performance, saving money, or saving time.

Emotional Appeal

An advertising strategy designed to evoke feelings—such as love for friends and family, fun, or alignment with one's ideal self (e.g., Apple's "Think Different" campaign).

Patriotic Appeal

An advertising method that leverages nationalistic pride and symbols to persuade audiences.

Fear Appeal

An advertising technique that motivates consumer action by warning of negative consequences that could happen if the product is not purchased.

Achievement, Success, and Power Appeal

An advertising strategy targeted at the consumer's desire to win, attain status, accumulate wealth, achieve success, or own something the neighbors do not have.

Humorous Appeal

An advertising method using comedy to forge positive consumer associations, though it carries the risk of ineffectiveness if the audience fails to find it funny.