TAMU COMM 450 Media Campaigns Final Exam- Rold

Agenda Setting Theory?

The media tells us what to think about, not what opinion to have

Framing Theory?

The way information is presented shapes how an audience interprets it

Elaboration Likelihood Model Theory?

How we see the public process or persuasive messages

ELM Viewpoint #1?

Centrally: make a decision based on our specific needs

ELM Viewpoint #2?

Peripherally: We might not be as engaged and may not care about the topic, so we choose our decision on outside factors

Self Efficacy Theory?

An individual's belief that he or she is capable of performing a task

Response Efficacy?

an individual's belief or confidence that someone's advice/recommendations will work

Step 1 of TTM?

Precontemplation: people are not aware of the issue nor do they have the plan on taking any action (in the next 6 months)

Step 2 of TTM?

Contemplation: People are aware of the pros + cons, and they intend to change in the next 6 months

Step 3 of TTM?

Preparation: People intend to take action within the near future, and typically have already taken small steps in the past year and have a plan

Step 4 of TTM?

Action: People have made specific changes in their lifestyle in the past 6 months. The change MUST meet an objective criterion

Step 5 of TTM?

Maintenance: People work to prevent relapses. Change processes are used less frequently than in Action, temptation decreases, and confidence (self-efficacy) increases.

Step 6 of TTM?

Termination: 0% temptation & 100% Self Efficacy. The former habit is completely gone even under stress, depression, & etc

What are the 3 E's?

Engineering, Education, Enforcement

1st E of the three E's?

Engineering: Typically completed by the company/manufacturer without our knowledge and input

2nd E of the three E's?

Education: If we don't implement what strategies they want then they teach us about it more

3rd E of the three E's?

Enforcement: If we don't listen to the first 2 E's then they place laws in order for us to obey them

First party entitlement?

the group who is directly affected by an issue

Second party entitlement?

The group who is not directly impacted by an issue, and they are supportive but also cautious

First Tradition of Social Change Scholarship?

Help individuals adapt to or cope with existing social systems; help reduce personal stress + dysfunction

Second Tradition of Social Change Scholarship? Spiral of Silence-

We are likely to remain quiet and not defend our position if we feel that our opinion on a controversial issue is the majority of opinion

Second Tradition of Social Change Scholarship? Cultivation-

The more TV that we watch the more that the TV will shape our perceptions of the real world

Third Tradition of Social Change Scholarship?

Purposive uses to educate, persuade, induce social change to an audience

What is the boomerang effect?

When your campaign has the opposite effect of what you intended for your target audience

3 Stages of Campaign Design and Evaluation: Formative Stage

The beginning stage: The research you do before you create the campaign

3 Stages of Campaign Design and Evaluation: Process Evaluation Stage

The mid point: Making sure that the campaign is being delivered as planned and is actually reaching the target audience

3 Stages of Campaign Design and Evaluation: Summative Evaluation Stage

The post stage: Determine whether the campaign actually changed knowledge, attitudes, beliefs, intentions, or (most importantly) behavior

What is Systems Theory?

A set of elements that are interconnected and work together toward a common purpose or function.

What are the components of Systems Theory?

when the group of people in the system are Interacting & Interdependent

What are system constraints?

anything that limits or restricts what the system (or its parts) can do, how it can change, or how fast it can change

What are systems?

Any group of things that are connected and function together as a unit

What are environments?

Everything outside the system that can influence it (or be influenced by it)

What are subsystems?

Smaller systems within a larger system.

What are campaign effects?

Changes in a behavior or attitude

What is campaign effectiveness?

When the original expectations and goals reached our exceeded (ratio of goals to outcomes)

How can campaign effects be both positive and negative?

A single campaign almost always affects different people, groups, or outcomes in different ways

What is Mass Media?

Television, radio, movies, the music industry, and the popular press expanding influence with the growth of technology

What is Little Media?

pamphlets, brochures, flyers, posters

-anything that doesnt take much to produce

-has decent distribution reach but not as good as mass media

What is Interactive Media?

When the audience can actively respond, make choices, give input, or control the content, and the system reacts immediately to those actions

What type of media is Social Media?

Is both mass media because it reaches a large number of people, but also interactive because you can exchange messages with a campaign in real time

Robert Cialdini’s 6 Principles of Persuasion: Reciprocity

The way we feel obligation or guilt (ex:when someone does something nice for us we feel like we have to return the favor)

Robert Cialdini’s 6 Principles of Persuasion: Commitment & Consistency

We are more likely to engage in future behaviors if we have given our word that we would do it

Robert Cialdini’s 6 Principles of Persuasion: Social Proof

We tend to follow a behavior (ex: buying a product because everyone else has it)

Robert Cialdini’s 6 Principles of Persuasion: Liking

Being attracted to people we like could potentially have influence over us

Robert Cialdini’s 6 Principles of Persuasion: Authority

Were more likely to follow the lead of experts who are knowledgable or have the credentials for their field

Robert Cialdini’s 6 Principles of Persuasion: Scarcity

Offering an item for a LTO (ex:we want more whats in limited time)

McGuire’s 3 source variables: Credibility

Knowledge and Credentials

McGuire’s 3 source variables: Attractiveness

Physical appearance, familiarity, social attractiveness, similarity, etc...

McGuire’s 3 source variables: Power

Powerful leaders (ex: police officers)

McGuire’s 4 categories of human needs : Cognitive stability

Don't overwhelm me too many with new suggestions at once

McGuire’s 4 categories of human needs: Cognitive growth

I am willing to learn 1-2 new things to stimulate my cognitive growth

McGuire’s 4 categories of human needs: Affective stability

Don't personally attack me for a behavior you want me to change

McGuire’s 4 categories of human needs: Affective growth

I am more likely to pay attention to a campaign if i think that others are in a similar situation i well.

How might a campaigner induce resistance to persuasion?

Getting people to resist peer pressure

What is inoculation?

The campaigner exposes the audience to a weakened version of the opposing argument

What are prior commitments?

If we have signed a pledge or decided we are not going to that, and a parent reminds us of our commitment

What are emotions/self-esteem?

This deals with the fact that if someone does slip up or makes a mistake the worst thing we can do is tear someone else down

What are "fear appeals"?

When a campaign tries to scare its audience into stopping a habit (ex: drinking&driving)

Why is fear called a "discrete emotion"?

It is 1/6 of basic emotions. It is basic because all humans can be motivated using fear, and it is discrete because fear has a different function from the other 5 basic emotions

What is an emotion?

A biological response to any kind of stimuli in our environment

What would Paul Ekman say are the 6 basic emotions?

Fear, anger, sadness, disgust, joy, & surprise

What is fear as Drive theory?

A state of tension that we equate with fear, so that fear becomes our motivator

What is Parallel Response Model theory?

How fear appeals work; starting as a threat so we as the target audience may respond in two different ways

What is PRM response #1?

danger control: wanting us to take their advice to avoid the threat

What is PRM response #2?

fear control: when we ignore the threat and try to decrease our fear through other ways

What is Protection Motivation theory?

The Protection Motivation Theory proposes that the intention to protect one self depends upon four factors:

1) The perceived severity of a threatened event (e.g., a heart attack)

2) The perceived probability of the occurrence, or vulnerability (in this example, the perceived vulnerability of the individual to a heart attack)

3) The efficacy of the recommended preventive behavior (the perceived response efficacy)

4) The perceived self-efficacy (i.e., the level of confidence in one's ability to undertake the recommended preventive behavior).

What is PMT: Perceived Vulnerability?

When we look at the threat and we ask what is the likelihood that this threat is going to happen to me

What is PMT: Perceived Severity?

When we ask if this threat does happen to me, how bad is it really going to be

What is the coping appraisal to the Protection Motivation Theory?

Response Efficacy + Self Efficacy

What is Extended Parallel Process Model theory?

Often times fear appeals go right over our heads because they are insignificant to us, and if thats the case we will just ignore them (the model that counters the idea that you can scare anyone into taking your advice)

What does it mean when people tend to process fear either systematically or heuristically?

Systematically: We have decided that yes I am susceptible to this & the thread is going to be very severe (same as central processing)

Heuristically: We are going through cognitive shortcuts (same as peripherally processing)

How do people respond to messages that threaten their self-esteem or self-integrity?

Best case scenario: The person won't take it personally, and apply the changes to their behavior

Worst case scenario: They can play down the threat to preserve that element of their self esteem

Why are students' perceptions of the frequency of campus drinking often overestimated?

1) Media- Every TV show/media with a college setting focuses on drinking to excessive amounts

2) Advertisements to people under 21 (targeting college students)

3) Students themselves- College students posting and promoting the activity

What is the Theory of Planned Behavior?

We consider our intentions and the implications of our actions before acting

ToPB: How do subjective norms fit into this theory?

They help determine our behavior in a given situation, and our behaviors in social situations often depend on what we think others expect us to do

ToPB: What are descriptive and injunctive norms?

Descriptive: The belief about what most people do in a given situation

Injunctions: The norms that have social approval

What is "social norms marketing"?

If we give people accurate information it might help correct peoples misperceptions about a particular behavior, and if we succeed to correct those perceptions they might actually correct their behavior

Know some of the results of a nationwide case study on social norms marketing concerning alcohol on college campuses?

1st Study: 18 universities the control group drinking went up and for the one that got social marketing it plateaued. Campaign was successful

2nd Study: 14 universities no difference between control group or experimental group (outlet density)

What is "outlet density"? How did it serve as a system constraint in this large case study?

11 bars per 1000 students (essentially, the campaign wouldn't work because of easy access to mini bars/restaurants)

Know some of the particulars of the University of Virginia and Michigan State University case studies.

- students thought that their peers drink more than they did individually

- numbers went down

How did "social norms marketing" help curb excessive drinking and encourage "protective behaviors" on those campuses?

Students just needed to be aware that they we're "cool" to encourage it more and so they would do it more