...Hedonic Consumption and Compliance with Assertive Messages ANN KRONROD AMIR GRINSTEIN LUC WATHIEU This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This prediction builds on sociolinguistic research addressing relationships between mood, communication expectations, and compliance to requests. A third experiment reaffirms the role of linguistic expectations by showing that an unknown product advertised using assertive language is more likely to be perceived as hedonic. C onsumers are often exposed to forceful messages and imperative slogans such as Nike’s “Just do it,” Sprite’s “Obey your thirst,” or U.S. Airways’ “Fly with US.” The frequent use of assertively phrased messages is puzzling, given the mounting research in consumer behavior (e.g., Dillard and Shen 2005; Fitzsimons and Lehman 2004; Lord 1994), communications (e.g., Kellerman and Shea 1996; Quick and Considine 2008; Quick and Stephenson 2007; Wilson and Kunkel 2000), and sociolinguistics (e.g., Levine and Boster 2001; Sanders and Fitch 2001), which suggests that these messages should lower consumer readiness to comply. To understand...
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...25-30 multiple choice items and will cover lecture through April 18. Some items will focus on recall of concepts and definitions, while others will tell you a brief story or describe a scenario and then ask you to identify properly an idea or concept within it. All of the materials on the test are mentioned in one way or another on this study guide. If it’s not in the study guide, it will not be on the test. BE ABLE TO DEFINE AND RECOGNIZE EXAMPLES OF THESE TERMS: Source Message Channel Receiver Feedback Encoding Decoding “Multicoders” Verbal codes Nonverbal codes Noise Selective exposure Selective attention Selective perception Selective retention (memory) Denotative meaning Connotative meaning Symbol Referent Semiosis Sapir-Whorf hypothesis mneumonics as memory aids “Wysiati” Linguistic determinism Fallible memory Transactive memory Transactive encoding Transactive retrieval Contested memory System 1 vs. System 2 Semantic differential Halo effect Priming Framing Language Paraphrasing Dating (language) Indexing (language) BE ABLE TO RESPOND TO THE FOLLOWING ITEMS: 1. According to the opening lecture, what is main thing that the study of communication about? 2. In the Floyd study discussed the first day, how did kissing their romantic partners more often affect research subjects? 3. According to the lecture on models of communication, where can we find meanings? 4. According to Dr. Parks, what is the single most important...
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...Adesanoye Department of Communication and Language Arts Faculty of Arts University of Ibadan November 27, 2012 ABSTRACT This literature-driven study examined mass media effects. The work peered into the history of the ‘powerful media’. An in-depth review of relevant theories of mass media effects was analyzed. Findings pointed towards both positive and negative impacts of mass media. However, there was no empirical evidence to substantiate a direct cause and effect relationship of mass media messages with the actions of the consumer of the information. Consequently we can only assert that the mass media impacts on society but does not necessarily have an effect since other factors also influence people other than information consumed from the media. As such, this study asserts that the mass media influences public opinion but does not necessarily cause it. Key words: powerful media, mass media effects, theories of mass media effects, impact of media messages INTRODUCTION The mass media involve organisations that are responsible for the dissemination of information to a large number of people. Basically, the mass media are categorised into print and electronic media. The print media include magazine, newspapers and books while the electronic media are television, radio, internet, videos or films etc. The instruments of both the print and electronic media are being used by the mass media to create and promote multitude of ideas that positively affect the lives...
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...Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of...
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...UA CASE ANALYSIS REPORT Group 4 2014-12-17 1. Industry Background 1.1. Poor Customer Reputation The US airline industry has been criticized for poor customer services, inefficient operations, and frequent flight delays for quite long time. Poor reputation seems to have been a typical characteristic of the whole industry. According to the customer satisfaction survey conducted by ACSI in 2014, airline industry ranked at the 40th place among all the 43 industries involved, ahead of only Internet service providers, social network corporations, and cable TV operators. 1.2. Intricate Challenges These years, the US airline industry suffered a lot from plenty of problems. The 9.11 attacks had dealt a crushing blow to the whole industry which made the airline lose much money and some of them even filed for bankruptcy. With teleconferences used to substitute for in-person meetings, travel budgets for businesses declined which reduced the airline’ revenues from first-class and business-class passengers and lowered the profit margin. Besides, the Great Recession damaged passengers’ purchasing power as well as their willingness to purchase. Data shows the US domestic average itinerary fare experienced an obvious downward trend from the year 2000. And the skyrocketing oil price increased airline’s cost to a great degree as for every one percent increase of crude oil price, airline’s net profit would decrease by more than two percent. As a response, many airlines reduced scheduled...
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...CSR initiatives through its corporate website. The aim is to investigate what is communicated, what different online communication channels are utilized, as well as how the communication is framed to target different stakeholder groups. In the first part of the report, after stressing the relevance of engaging in CSR activities and the importance of effective CSR communication, Schwartz & Carroll’s (2003) Three Domain Approach for CSR motives is briefly introduced. This gives an overview of why companies engage in CSR initiatives and what outcomes are expected. Then, the thesis proceeds to the overall theoretical framework, comprised of a comprehensive communication framework model for effective CSR communication. This includes message content, message channels, as well as contingency factors, which entails company- and stakeholder-specific factors. Incorporated in this framework are aspects of Hallahan’s...
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...Burch, L. M. (n.d.). Journal of Broadcasting & Electronic Media. Retrieved March 24, 2016, from http://www.tandfonline.com/loi/hbem20#.VvS04RasIlI Introduction- In the critical analysis “Kissing in the Carnage: An Examination of Framing on Twitter During the Vancouver Riots” by Lauren M. Burch, Evan L. Frederick & Ann Pegoraro; it was certain that the biggest hockey game of the National Hockey League season had been occurring, but the riot it has spawned in Vancouver makes it look like something far more politically charged may be the cause. In the introduction of the text it states “On June 15, 2011, more than 150,000 fans assembled on the streets of Vancouver to watch game seven of the Stanley Cup Finals between the Vancouver Canucks and the Boston Bruins. Within minutes of the Canucks loss, a riot began. One aspect that made this event unique was that it was documented on Twitter” this would clearly indicate that there was a relationship between the fans knowledge of the current affair which was the hockey game and the Literary review-RQ- 1. Is there a relationship between social media use and KNOWLEDGE of current affairs? 2. What is the relationship between social media use and knowledge of stand your ground law? 3. What is the relationship between social media use and attitude toward stand your ground law? Methodology- In the text it is stated that Twitter is a fairly new medium within the sport communication scenery; a growing body of literature...
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...concentrated and conglomerate. News Media is a profit making enterprise owned by a few companies. So what changed? How did the media evolve into something so filtered by the government? In this Literature Review I will cover how international affairs and war coverage quality has drastically declined to fit corporate news norms. It sacrifices quality over quantity, framing the American people. News media in a democracy should provide a forum for diverse views and provide the people with the truth of what is happening around the world, (McLeod 2009). That is what I would like shed light on in this paper. News framing, agenda setting and priming are broadly examined by Scheufelel and Tewksbury (2007) to see how all three are related and what the potential relationships can infer about the effects of mass media. This is an important analysis as these three components of the subtle effects model can greatly impact how people interpret what the press puts out. In the 1970’s Newman (1973) and Gerbner and Gross (1974) both had similar assumptions that the news media had a relatively strong effect on its audience because of the bent messages sent out during broadcasts. Neumann blamed biased conservative journalists for influencing and shaping public opinion while Gerbner and Gross blamed...
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...Shlok Kumar Professor Padma Baliga English Literature Upto 1900 13 September 2010 The Canterbury Tales and the Panchatantra: Two Frame Narratives contrasted The East has a wonderful tradition in teaching morals through interesting tales; India has given the world the earliest such tales in the form of the Panchatantra, the Hitopadesa and even the Puranas. The Canterbury Tales and the Panchatantra are both frame narratives- often known as ‘story within a story.’ Yet the target audience of both these works is different. And this arises from the nature of these works. Whilst The Canterbury Tales was written by Chaucer originally for a courtly, upper class audience, the Panchatantra was written to teach the high morals and sensibilities of Vedic literature to three disinterested princes in the simplest language, using animals as symbols and characters. Indeed, the Panchatantra and its derivative work, the Hitopadesa are often dismissed as stories for children. Though these fables are indeed vastly instructive, they also teach a way of thriving in the material world and a way of life itself; the Panchatantra is referred to as a niti-shastra. This paper attempts to contrast the Canterbury Tales with the Panchatantra and illustrate the manner in which the latter is a niti-shastra without being merely populated by abstruse, pithy phrases. We know that in The Canterbury Tales, a group of about 30 pilgrims gather at the Tabard Inn in Southwark, across the Thames...
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...do no such things. Victims who feel they’ve been treated poorly exact their revenge, though doing so hurts their own interests. Such perverse facts are a direct a≠ront to the standard model of the human actor— Economic Man—that classical and neoclassical economics have used as a foundation for decades, if not centuries. Economic Man makes logical, rational, self-interested decisions that weigh costs against benefits and maximize value and profit to himself. Economic Man is an intelligent, analytic, selfish creature who has perfect self-regulation in pursuit of his future goals and is unswayed by bodily states and feelings. And Economic Man is a marvelously convenient pawn for building academic theories. But Economic Man has one fatal flaw: he does not exist. When we turn to actual human beings, we find, instead of robot-like logic, all manner of irrational, self-sabotaging, and even 50 March - Apr il 2006 Behavioral economics explains why we procrastinate, buy, borrow, and grab chocolate on the spur of the moment. by Craig Lambert Portraits by Stu Rosner altruistic behavior. This is such a routine observation that it has been made for centuries; indeed, Adam Smith “saw psychology as a part of decision-making,” says assistant professor of business administration Nava Ashraf. “He saw a conflict between the passions and the impartial spectator.” Nonetheless, neoclassical economics sidelined such psychological insights. As recently as 15 years ago, the sub-discipline called behavioral...
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...Table of Contents • Introduction • Definition and Model of Agenda Setting Theory • Scope and functions • Walter Lippman – Public Opinion (excerpt from Media Control – Noam Chomsky) • Concept of Manufacturing Consent – Noam Chomsky o Excerpts form the book - Manufacturing Consent by Noam Chomsky • Case studies o WMD i.e. Weapons of Mass Destruction being used repeatedly by media • Situation in India o Media focusing on Scams repeatedly and not giving due importance to the other relevant news. • Conclusion Introduction The power of the news media to set a nation’s agenda, to focus public attention on a few key public issues, is an immense and well-documented influence. Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news. Newspapers provide a host of cues about the salience of the topics in the daily news – lead story on page one, other front page display, large headlines, etc. Television news also offers numerous cues about salience – the opening story on the newscast, length of time devoted to the story, etc. These cues repeated day after day effectively communicate the importance of each topic. In other words, the news media can set the agenda for the public’s attention to that small group of issues around which public...
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...Softly 3 This post-viewing guide is intended to deepen the audience’s critical engagement with the documentary film, Killing Us Softly III. It is targeted at women and men between the ages of 15-30 who are bombarded with advertisements every day. Possible ways that the guide might be used include: recognition of to the role of advertisement in American society and culture, research projects aimed at exploring discrimination against women and/or the role of advertisement in America, and finally, for pure reasons of interest. Kilbourne says that advertisements give the message that what is most important is how we look. We must spend time, energy and money on our outward appearance or else we are failures. Advertisements say that we can look a certain way if we try hard enough. However, the fact of the matter is that we all fail because there is no such thing as perfection. It is this kind of powerful message that influences self-esteem and also men’s perceptions on acceptable ways of treating women. Kilbourne argues that advertisements treat women as though they are objects. Advertisements have turned women’s bodies into objects such as beer cans and scissors. This method of turning a woman into a thing can be violence. She also states that advertisements portray women as not being fully human. For example, in many advertisements, only one part of the body is focused on, such as the rear, legs or breasts. Men do not live in a world where their bodies are scrutinized; only...
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...Mass Media Messages and Effects Mass Media Messages and Effects When it comes to mass media, it is important to not only understand the different roles the media has in society but to also recognize with every message, there is an effect. The message that the media source is giving may have a negative or positive effect on an individual, a group of people or on society as a whole. Messages from mass media can and will have an effect also on their own organization and at times have had to certain repercussions when not following certain rules set that they must adhere to. In many situations, mass media uses what people consider an unethical approach to influence society. Due to the many laws that exist to protect society, the government has made sure to have an involvement on mass media to regulate what type of content can be released as well as protecting the rights of the people. The audience has an expectation with the messages that the media is providing to society. Society expects mass media to be honest and ethical which is how a media source can earn the respect of its audience, which will lead to a regular return by viewers. Because there is no set of rules that apply to the requirement of ethics in media, it is in the Medias best interest to consider the golden rule and the “do unto others” as this is something that people tend to expect from others. At many times, it may appear that mass media try to brain wash, persuade, or decide for society what...
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...organizational crisis. This essay presents the genre of disaster rhetoric as a viable strategy to address the problems and opportunities that arise when the media write about crisis anniversaries or news stories that refer to any crisis or disaster, past or present. After a brief review of genre theory, the authors outline the seven functions of the “rhetoric of disaster” and provide multiple examples of their application to public relations activity and its news coverage. The essay concludes with questions that practitioners may use proactively in the development of copy points to address each of the rhetoric of disaster’s functions. © 2007 Elsevier Inc. All rights reserved. Keywords: Rhetoric; Genre; Writing conventions; Disaster; Crisis; Message design 1. Overview The bulk of the crisis communication literature has been devoted to crisis plans and the principles behind them (e.g., Fearn-Banks, 2006; Seeger, Sellnow, & Ulmer, 2003), using issues management to prepare for potential crises or avoid them (e.g., Heath, 1997; Olaniran & Williams, 2001), and how organizations “speak” during crises (e.g., Hearit, 2006)—and rightly so. Yet what happens after the crisis’ aftermath merits attention for, as Birch (1994) argues: Things will return to normal—but the story won’t be over yet. It will run again and again....
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... What happen to the good old days when television programs had sweet, wholesome, honorable messages depicted to their viewer. Remember the sitcom, Family Matters, with Steve Erkel and the Winslow family. Brings a smile to your face, does it not? Television programs such as Family Matters, Saved by the Bell and Charles in Charge were great shows for every age. These shows, showed the viewer’s actors having a problem and how they solved it in a decent way that worked out for everyone. The audience knows that the characters are not real, but that does not change the message that they direct towards their viewers. Reality television is what is new and hip. The point of reality television is to make their viewers feel what they are seeing is indicative of everyday life. What most people do not realize is reality television is no different than a scripted, television show. Reality television caters to the negative emotions that make viewers want to see more television. Reality television programs are anything but wholesome. Reality television appeals more to our negative emotions and values, and has changed our viewing habits by decreasing family time and increasing television viewing times. These drastic changes that have occurred due to reality television has only changed society for the worst. Television is meant to entertain the viewers. Reality television however, does just that with its appeal to negative character values like hyper-sexuality, greed, and vengeance...
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