9990 · 2.5.2
Advertising-consumer interaction flashcards
Revision flashcards for Cambridge 9990 Advertising-consumer interaction (syllabus 2.5.2). Flip, recall, then mark a real past-paper question.
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AIDA model?
Attention → Interest → Desire → Action — linear model of ad effectiveness from exposure to purchase.
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ELM central route?
High involvement + ability to process → evaluate ad arguments carefully → lasting attitude change (Petty & Cacioppo).
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ELM peripheral route?
Low involvement or distraction → rely on cues (celebrity, music, attractiveness) → weaker, temporary attitude change.
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Mere exposure effect (Zajonc)?
Repeated exposure to stimulus increases liking — even without conscious awareness — explains ad repetition strategy.
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Ad scepticism?
Consumer cynicism about ad claims — reduces persuasion, especially among older/experienced consumers.
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Ad avoidance?
Skipping ads, using ad-blockers, changing channels — reduces exposure and campaign effectiveness.
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What is the Elaboration Likelihood Model (ELM)?
A theory of persuasion (Petty & Cacioppo, 1986) suggesting that attitude change occurs via one of two routes: the central route or the peripheral route, depending on the consumer's motivation and ability to process a message.
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Define 'central route processing' in the context of advertising.
A path to persuasion where the consumer actively and critically thinks about the arguments in an advertisement. It requires high motivation and ability, and leads to strong, lasting attitude change.
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Define 'peripheral route processing' in the context of advertising.
A path to persuasion where the consumer is influenced by superficial cues (e.g., celebrity endorsers, music, attractive models) rather than the message content. It occurs with low motivation/ability and leads to weak, temporary attitude change.
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What is the difference between bottom-up and top-down attention in advertising?
Bottom-up attention is stimulus-driven, captured by physical features like bright colours or loud sounds. Top-down attention is conceptually-driven, based on an individual's goals, interests, and personal relevance.
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How do schemas affect the comprehension of an advertisement?
Schemas are mental frameworks of knowledge. They influence how a consumer interprets an advert's message, filling in gaps and shaping understanding. A message that fits well with an existing schema is easier to comprehend.