Process Premise
Com 287
9/11/2014
1. What is a process premise? Explain.
A process premise in an emotional appeal or major premise that taps into the psychological or emotional processes operating in the peripheral route of the elaboration likelihood model for each of us. These appeals rely human needs, human emotions, attitudes, and psychic comfort or discomfort that normal people always feel over the decisions they make. A process premise targets psychological and emotional processes that operate in most people.
2. What is the difference between an attitude and a need? Give examples.
Attitudes act as predispositions to behavior. Holding an attitude or set of attitudes makes us ready to take action. Since attitude is internal, we must infer it by using evaluative responses including expressing approval or disapproval, favor or disfavor, liking or disliking, approach or avoidance, attractions or aversion, or similar reactions. For example, researchers asked consumers whether family, friends, authority figures, or celebrity figures affect our attitudes toward a brand, candidate, or ideology. The researchers concluded that socially significant persons do influence our attitudes (Schiffman and Kanuk, 1997)
Needs require some sort of satisfaction. According to Maslow, people have various kinds of needs then emerge, subside, and then reemerge. People have basic needs such as food, water and shelter; then there are security needs, or the ability to continue to fulfil the basic needs of life; thirdly there are belongingness needs which are the needs to interact with others and identify as a group; next are love and esteem needs which are the needs to be valued by members of the groups with which we affiliate; lastly are self-actualization needs which are the needs to achieve one’s full potential or capability.
3. What did Maslow mean when he called this hierarchy of needs “prepotent”?
Maslow meant that the weaker needs, such as the need for self-respect, emerge only after
9/11/2014
1. What is a process premise? Explain.
A process premise in an emotional appeal or major premise that taps into the psychological or emotional processes operating in the peripheral route of the elaboration likelihood model for each of us. These appeals rely human needs, human emotions, attitudes, and psychic comfort or discomfort that normal people always feel over the decisions they make. A process premise targets psychological and emotional processes that operate in most people.
2. What is the difference between an attitude and a need? Give examples.
Attitudes act as predispositions to behavior. Holding an attitude or set of attitudes makes us ready to take action. Since attitude is internal, we must infer it by using evaluative responses including expressing approval or disapproval, favor or disfavor, liking or disliking, approach or avoidance, attractions or aversion, or similar reactions. For example, researchers asked consumers whether family, friends, authority figures, or celebrity figures affect our attitudes toward a brand, candidate, or ideology. The researchers concluded that socially significant persons do influence our attitudes (Schiffman and Kanuk, 1997)
Needs require some sort of satisfaction. According to Maslow, people have various kinds of needs then emerge, subside, and then reemerge. People have basic needs such as food, water and shelter; then there are security needs, or the ability to continue to fulfil the basic needs of life; thirdly there are belongingness needs which are the needs to interact with others and identify as a group; next are love and esteem needs which are the needs to be valued by members of the groups with which we affiliate; lastly are self-actualization needs which are the needs to achieve one’s full potential or capability.
3. What did Maslow mean when he called this hierarchy of needs “prepotent”?
Maslow meant that the weaker needs, such as the need for self-respect, emerge only after