EATING HEALTHY FOOD 1

Eating Healthy Food

by

Katz Illiana
Paraskevopoulou Lina
Pavlovic Sofia
Tziliou Charis-Artemis

Dr. Georgios Triantis

Comm-340
7/12/2009
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x For the purposes of this paper, a free service trial offer can be defined as an
offer to the consumer to experience, at no monetary cost, all or part of a core,
augmented or facilitating service that the consumer does not currently use or is
being offered by a service provider other than the one currently used.

x Skepticism and Perceived Truthfulness

1. Consumers with higher skepticism are less likely to redeem a free
service trial offer
2. Consumers are more skeptical with free trial offers of credence
services than of experience services.
3. Consumers view full and partial core free trial offers as more truthful
than facilitating and augmented free trial offers.
4. Consumers with a higher level of skepticism trait are less likely to
redeem a free trial offer than those with a lower level of skepticism
trait.

x The Norm of Reciprocity and Perceived Obligation

5. Consumers with higher perceived obligation are less likely to redeem a
free service trial offer.
6. The higher level of interpersonal service co-production involved in the
free trial offer, the higher the perceived obligation.
7. Consumers with a higher level of the reciprocity trait are less likely to
redeem a free trial offer than those with a lower level of the trait.

x The Relation between Skepticism and Perceived Obligation.

8. Consumers assess the level of truthfulness of the offer and determine
the
level of obligation likely to occur as a result of trialing the free service.

x Pre-trial Evaluations: Trialing a Service & Receiving a free Service

9. Consumers evaluate the free aspect of the offer as more salient than the
actual service on offer.

x Balance Theory (Heider’s)

1. Theory of cognitive consistency
2. Cognitions: all the beliefs we might have
3. B.T. The simplest version of Cognitive Consistency Theory
4. Three cognitive elements are a cognitive structure can have + or –
relationship with one another
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5. + is balanced ,– is imbalanced
6. Less important element changes

x Channel Effects( Yale School)

Are critically important because of the impact on ccomprehension of messages,
drawing and focusing attention on specific aspects of the message.

AUDIO-VISUAL: draw receiver’s attention to the source and material presented

easier to comprehend.

PRINT LANGUAGE OF MESSAGE: more difficult to comprehend or scientific

terminology.

x Factors Affecting the involved and uninvolved receiver(Elaboration

Likeliwood Model)

Arguments (Petty, Cacioppo, Schumann)

QUALITY

(HEALTH-EVERY DAY HABITS-HIGH EVOLVEMENTS)

CELEBRITY ENDORSEMENTS

MULTIPLE ARGUMENTS

(EVERYDAY- PROBLEMS FACING)

MULTIPLE SOURCES

(MODELS)

(Prompt greater attention to the message)

x Bandura’s Social Cognitive Theory: Media, Influence, Eating Habits

x MAGIC NUMBER 3
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It all comes down to the way we humans process information. We have become
proficient at pattern recognition by necessity, and three is the smallest number of
elements required to create a pattern. This combination of pattern and brevity results
in memorable content.
It’s no accident that the number three is pervasive throughout some of our greatest
stories, fairy tales and myths.
It’s also no coincidence that some of the most famous quotes from throughout
history are structured in three parts
The rule of three is one of the oldest in the book - Aristotle wrote about it in his
book Rhetoric : Put simply that people tend to remember the list of three things.

x Opinion leader
Two-step flow of communication has been propounded by Paul Lazarsfeld and
Elihu Katz.Individual whose ideas and behavior serve as a model to others. Opinion
leaders communicate messages to a primary group, influencing the attitudes and
behavior change of their followers.

x Expert opinion
The heuristic aspect of this model is the less analytical approach to persuasive
argument response, where the justification for the response is that 'Experts can be
trusted' or 'Consensus opinions are correct'
Theory maintains that people will use this simple decision rule to reach a
conclusion instead of examining the validity of the argument.

x Authority beliefs
We tend to believe more people who are authority. Putting a student in fear of bad
grades may motivate the student to work harder.

x SOCIAL LEARNING THEORY of Albert Bandura

The social learning theory emphasizes the importance of observing and modelling the
behaviours, attitudes, and emotional reactions of others. Thus it focuses on learning
by observation and modeling.

• A change in behaviour due to the experience of observing a model.

• Learning from Observation
• Learners may do something different from the model, such as when a model
fails or is punished

1. Direct experience

2. Modelling -The act of performing an observed behaviour

x For rewarded behaviors

x When the models are similar to us
x Models behave in a constant manner
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x When role models are multiple

x In Article “Understanding Two-sided Persuasion: An empirical Assessment of

Theoretical Approaches” by Martin Eisend refers to two theories which was
done in 1994 by Crowley and Hoyer. First theory is Attribution theory and it
states the following hypotheses:
1. Two-sided messages enhance source credibility
2. Source credibility enhances attitude towards the advertiser
3. Attitude towards the advertiser enhances attitude towards the ad.
4. Attitude towards the advertiser enhances attitude towards the brand.
The second theory is Inoculation Theory:
1. Two-sided messages enhance positive cognitive responses.
2. Two-sided message decrease negative cognitive responses.
3. Two-sided messages enhance attention and motivation to process a message.
4. Attention and motivation to process a message enhance positive cognitive
responses.
5. Attention and motivation to process a message decrease negative cognitive
responses.
6. Positive cognitive responses enhance attitude towards the brand.
7. Negative cognitive responses decrease attitude towards the brand.

x Two-Sided Messages:
“For a noncontrovesial topic, a communicator acknowledging the existence of
possible counter positions increase the image of honesty, fair-mindedness, and
expertise in the minds of the receivers”.
“The two-sided messages examine the available counterarguments and, unlike the
one-sided message, give defences to strengthen the beliefs”.

x Classical Conditioning:
Backward Conditioning – occurs when the scenery is presented first, and then
presented along with the conditioned stimulus.

x According to Moorman & Matulich( 1993,p.210) health is oriented as “a goal-

directed arousal to engage in preventive health behaviours’». Motivation
triggers an individual’s interest in a particular issue or topic, subsequently
leading to active engagement in cognitions and behaviours related to the
specific issue or topic (Bloch, 1984;Petty & Cacioppo, 1986).Motivation in
the domain of health suggests an active consumer participation in issues of
personal health and an active search for relevant health information.
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x Individuals come to “know” their own attitudes, emotions, and other internal
states partially by inferring them from observations of their own overt
behaviour and/or the circumstances in which this behaviour occurs. thus, to
the extend that internal cues are weak, ambiguous, or uninterruptible, the
individual is functionally in the same position as an outside observer, an
observer who must necessarily rely upon those same external cues to infer the
individual’s inner states.

x Trustworthiness refers to the communicators perceived honesty, character and

safety. A speaker may lack expertise, but can be seen as an individual of
integrity, and character. Expertise, trustworthiness and goodwill are the
primary attributes of credibility. Communicators who are credible have all or
at least one of this qualities
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