MCOM 214 Study Guide - Midterm Guide: Copy Testing, Attitude Change, Focus Group

• School: Towson University
• Department: Mass Communication
• Course: MCOM 214
• Professor: Dr.Rhee

Document Summary

Central route: high involvement, motivated to pay more attention to product-related information, comprehend the ad-delivered information more elaborately. Peripheral route: low involvement, have little or no reason to pay attention to it, nonproduct aspects could integrate into a positive attitude towards the ad, focus on image or entertainment factor works better. Underlying forces that contribute to our purchasing actions. Stems from the goal of satisfying needs and wants: needs: basic, often instinctive human forces that motivate us to do something, wa(cid:374)ts: (cid:862)(cid:374)eeds(cid:863) that (cid:449)e lear(cid:374) o(cid:448)er our lifeti(cid:373)e. Maslo(cid:449)"s hierar(cid:272)h(cid:455) of needs: basic needs safety needs social needs self-esteem needs achievement needs. Informational motives: consumer actively seeks information to reduce the mental state: problem removal/problem avoidance, (cid:862)relief(cid:863) Positively originated motives indulge ourselves by buying some product: transformational motives: consumer expects to be transformed in a sensory, intellectual or social sense, (cid:862)re(cid:449)ard(cid:863) Interpersonal influences: family, societal influence, cultural influence.