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implicit attitude meanings

Paper instructions:
QUESTIONS for Change & Balance
1. What are implicit attitude meanings, and what does it mean that they are indirect, automatic, and/ or unconscious?

2. In study one, why did people’s attitudes toward vegetables change because of persuasive messages?

3. What does the Elaboration Likelihood Model say about persuasion that happens with very little thought on the part of the receiver?

4. In study two, why did people’s attitudes toward Heineken change because of persuasive messages?

5. Why might, in your opinion, self-esteem affect how likely you are to be persuaded to do or not do something?

QUESTIONS for Monsanto:
1. From an advertising perspective, why would Monsanto tell you to contact their critics and opponents (Greenpeace, Food for our Future)? Why might this work well

as a message strategy? Why might this fail as a message strategy?

2. Why might ‘advertorials’ bring about more anger from consumers than traditional advertisements? Why would people be more likely to complain about this kind of

message strategy than other kinds of advertising/ PR message strategy?

3. In the past, we’ve discussed using color and pictures to persuade. What might be the logic or justification for using a ton of text, very few colors, and few

pictures in this kind of campaign?

4. Why would Monsanto use argument and description modes instead of narrative for their descriptive modes?

5.  Why would Monsanto use repetition?

6. Readers of the ads felt that they were being treated politely and condescendingly and that they felt more suspicious of Monsanto in some cases because of the

ads. Why might a text based ad, in theory one that provides more information than a picture based one, cause this to occur?


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