Feeling I expected value Note Italics and Bold typed are the concepts that I think may appear on the exam A Terminology Feelings AKA attitude in social psychology positive and negative evaluations to determine what to avoid and approach Expected value rational feeling Affect emotions moods etc Attitudes and stereotype stored evaluations schema internal model What s the difference between affect and expected value B Expected value 1 Formula sum of importance perception 2 Nature of expected value flexible can be changed by beliefs values salience recall internal model trigger emotions sort of like the valence in belief STM refer the equation it requires perception which is a conscious process verbal rational See definition of expected value Combination of belief and value vary across people can remember based upon the formula of expected value 3 Formation of expected value Informational acceptance association between objects and attributes see Fig 1 Implicit evaluation evaluation evaluate the attribute valence e g good or bad awesome or sucks Fig 2 implicit subconscious Information integration summation compensatory model positive attributes can compensate negative attributes of a concept vice versa Fig 1 Fig 2 C Factors affecting belief strength Another question in the exam 1 Source credibility subjective internal model source expertise and trustworthiness What s the difference between them factors affecting the increase of expertise of consumers e g increase exposure to the subject matter and interpretation of expertise of others status credentials Likeability increases both source expertise and trustworthiness Distinguish under what circumstance a source will be perceived as credible e g If Jackie Chan endorse beauty products Would he be an example of expertise What about if Beckham soccer star endorse soccer shoes Would that be an example of expertise MODEL HOW IS SOURCE CREDIBILITY RELATED TO ELABORATION LIKELIHOOD What would decrease source credibility exaggeration inaccurate self prediction inconsistent verbal and overt behavior over confidence by pretending as an expert bragging white lie 2 Consistency Motivated to accept information that is consistent with internal model recall midterm 1 materials Marketing implications What is the name of the marketing technique 3 Quantity of information How does the quantity of information affect belief strength Avoid inconsistent info based upon internal model
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