COM 31800 Lecture 7: 01292019
5 Feb 2019
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Demographic variables: definition: personal characteristics that are used to describe the nature and variety within a sample, age, gender, race/ethnicity, education, socio-economic status. In-state status: age: some age groups are more susceptible to influence than others, children, very susceptible to persuasion. Aren"t as cognitively developed: can"t evaluate messages, don"t realize others are trying to persuade them, perceive as information, less adept at resisting advertising, more easily swayed by lures. Good news about kids and persuasion (tv ads) they will develop more extensive cognitive complexity and will be less susceptible. If you educate children as they watch commercials and identify what is unrealistic, you can make them more critical consumers: less likely to believe every commercial. Life-stages hypothesis life-stages hypothesis: curvilinear relationship between age and persuadability: elderly, some seniors experience cognitive decline, some scammers target elderly. Current grandparent scam: beware if you receive an urgent phone call from someone claiming to be a family member.
