Summary
Summary Models explained + Terms & definitions DFM
- Course
- Institution
All theoretical models explained + Terms & definitions of the masters course Digital Food marketing 2021/2022
[Show more]
Seller
Follow
RBroeren
Content preview
Modellen DFMPCMC Model = Processing of commercial media content (triple-level model) (A3)
3 levels of persuasion processing
1. Systematic processing = effortful cognitive elaboration
a. High attention and awareness & highly motivated and able to process info
b. critical, non critical
2. Heuristic processing = moderate level of cognitive elaboration
a. Moderate to low levels of attention and awareness, low motivation and ability to process
3. Automatic processing = minimal level of cognitive elaboration
a. Advertising exposure may lead to attitude change without explicit attention and wareness
➔ Goal of the PCMC model: to predict how commercial content may increase the likelihood of a particular processing route being
taken
➔ Focus: the role of persuasive message itself as well as the immediate context
The particular processing route recipients adopt, depends on the amount of cognitive resources that they are willing and able to
devote to message processing resource allocation
Message processing can be considered a two-step process, in which recipients consciously or unconsciously decide:
○ Where to allocate their resources (i.e., resource allocation)
○ When to use those resources further in message processing (i.e., cognitive elaboration)
LCMP: Limited Capacity Model of Mediated Message Processing
➔ Assumes that a recipient’s level of processing elaboration depends not only on resources allocated (RA), but also on the resources
required (RR) by the message
, DSMM = differential susceptibility to media effects model (A4)
➔ Aim of the DSMM: to more precisely identify the roles of and relationships between media and non media variables
1. Differential susceptibility variables:
● Dispositional Susceptibility
○ All person dimensions that predispose the selection of and responsiveness to media, incl. gender,
temperament, personality, cognitions, values, attitudes, beliefs, motivations and moods. Some of these
dimensions are more stable (personality, temperament) across time and situations than others (mood /
motivations) E.g., boys play more violent games than girls
○ = the position you have; things that are part of a person already (e.g., you’re overweight because your parents
are), which influence their media use
● Developmental Susceptibility
○ The selective use of, and responsiveness to, media due to cognitive, emotional, and social development
○ Media use in all developmental stages across the life span
○ However, its influence is the strongest in childhood and early adulthood, becomes smaller in middle and older
adulthood. E.g., how to explain the seriousness of COVID-19 to children? you can’t reach them by TV, so have
to use newer media
● Social Susceptibility
○ All social-context factors that can influence an individuals selective use of and responsiveness to media E.g., if
your friends have a smartphone, you want a smartphone too
○ Micro level ➜ interpersonal context (e.g., family, friends)
○ Meso level ➜ institutional context (e.g., school, church, work)
○ Marco level ➜ societal context (e.g., cultural norms and values)
2. Different response states (mediators between media use and media effects)
● Cognitive response state
○ The extent to which media users selectively attend to and invest cognitive effort to comprehend media
content (i.e., the message, the story line, and the vicarious affective reactions to characters)
● Emotional response state
○ All affectively valenced reactions to media content (i.e., the message, the story line, and the vicarious affective
reactions to characters)
○ Also: the emotional dimension of state empathy and sympathy are emotional response states
● Excitative response state
○ The degree of physiological arousal in response to media
○ The excitative response state is an independent (although interactive) media response state
3. differential-susceptibility variables have two roles
● They predict media use
● They stimulate or reduces media effects (moderators of the effect of media use on media response states)
4. Media effects are transactional
They not only influence media use, but also the media response states, and differential-susceptibility variables
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller RBroeren. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.50. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75619 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now
Recently viewed by you
