Assignment Expectancy – Value Theory and Cultural Considerations

PSYC 3007 Week 2 Assignment Expectancy – Value Theory and Cultural Considerations

Assignment Expectancy – Value Theory and Cultural Considerations

For this Discussion, you will consider ego involvement as a key influence on decision making, with advertising as the subject. You will imagine yourself as a small business owner who needs to create an online ad for a specific product that you want to put on your website. You will explore how to influence the largest number of consumers to purchase your product.

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To prepare for part one: Ego Involvement and Influence

  • Review the Week 2 Learning Resources. In particular, pay attention to Perloff’s discussion of ego involvement as part of social-judgment theory, and to the persuasion principles in the Kaptein & Halteren article. 3
  • Decide on your business, the specific product you want to sell, and who is likely to be your target customer.
  • Consider which of Kaptein & Halteren’s persuasion principles might work best for influencing your website visitors to purchase your product.
  • Think about the component of ego involvement in social judgment theory. Consider how you could create an ad with language that appeals to both consumers with low ego involvement and consumers with high ego involvement.
  • Also consider advertising ethics you would need to follow in creating your ad.

Note: You are not required to create and submit an ad as part of your post

post responses to the following:

  • Briefly describe your business, your target audience, and the specific product you are selling online.
  • Present the principle(s) of persuasion you would use to sell this product, and justify why the principle(s) you chose would be best for your ad and target consumers.
  • Explain what you would emphasize about the product to appeal to online consumers with low ego involvement and what you would emphasize to attract consumers with high ego involvement. In your response, be sure to demonstrate your understanding of ego involvement and what makes each group of consumers different.
  • Select the specific advertising ethics that you were most mindful of in creating your ad, and explain your thinking.

Part two: Expectancy-Value Theory and Cultural Considerations

Your training participants already know about the statistics of bullying and other facts and figures. Your job is to develop an interactive one-day training that applies the expectancy value theory. What can you do with a small group of middle school kids so you get the information you need about bullying from the students’ viewpoints? Consider the influence of cultural characteristics of young adolescents in middle school and the demographics of your community that would be reflected in your audience of peer mentors.

Note: You are not required to conduct an actual training.

To prepare:

  • Imagine the following scenario:

You are a consultant who specializes in anti-bullying strategies. You are part of a team and others have already given their presentations to the middle school students in your community who are part of a peer-mentoring program. Your role is to engage students as anti-bullying mentors and to present strategies based on the expectancy-value theory that they can use to positively influence their peers’ attitudes and behavior.

  • Review the reading in the text on the expectancy-value approach to attitudes.
  • Review the Learning Resources with information on bullying, including cyber bullying. Consider information and statistics that you would include in a persuasive presentation to students.
  • Research sources online to determine the incidence of bullying, including cyberbullying, locally or, if more appropriate, within the state of Mississippi or region.
  • Review the Learning Resources on middle school culture. Consider distinguishing characteristics of middle school culture and how those characteristics will influence your presentation to students.
  • Based on your knowledge and experience, consider the demographics of your community that would be reflected in your middle school audience and how those considerations will influence your presentation to students.
  • Consider the exact language you would use in your training so the students can apply strategies that are based on the expectancy value theory, factoring in cultural considerations of the middle school students that you have identified.
  • Since you are to develop an interactive training, please review the document at this website that has activities you might incorporate as you do the training with the middle school peer mentors. () Assignment Expectancy – Value Theory and Cultural Considerations

Submit a 3-page paper that addresses the following:

  • Describe the setting for your training, including demographics of your community and the cultural characteristics of your middle school students.
  • Explain why the expectancy-value theory is appropriate to use as a persuasive approach to prevent or stop bullying.
  • Analyze how what you know about the culture of middle school students and about your community impacts the training you develop.
  • Write at least a one-page script of your training based on the scenario for this Assignment. What activities from the Activities document will you use? Although you are not required to conduct training, keep privacy issues in mind. If you reference actual incidents, students, or school personnel in your script, change all names and identifiable details.
  • Conclude your paper by explaining the insights you gained from applying the expectancy value theory, including a rationale for understanding the culture of an audience that you want to influence.

You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes.

Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages.

Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor.

The paper must be neatly formatted, double-spaced with a one-inch margin on the top, bottom, and sides of each page. When submitting hard copy, be sure to use white paper and print out using dark ink. If it is hard to read your essay, it will also be hard to follow your argument. Assignment Expectancy – Value Theory and Cultural Considerations


Discussion Questions (DQ)

  • Initial responses to the DQ should address all components of the questions asked, include a minimum of one scholarly source, and be at least 250 words.
  • Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source.
  • One or two sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words.
  • I encourage you to incorporate the readings from the week (as applicable) into your responses.

Weekly Participation

  • Your initial responses to the mandatory DQ do not count toward participation and are graded separately.
  • In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies.
  • Participation posts do not require a scholarly source/citation (unless you cite someone else’s work).
  • Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week.

APA Format and Writing Quality

  • Familiarize yourself with APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required).
  • Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation.
  • I highly recommend using the APA Publication Manual, 6th edition.

Use of Direct Quotes

  • I discourage overutilization of direct quotes in DQs and assignments at the Masters’ level and deduct points accordingly.
  • As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content.
  • It is best to paraphrase content and cite your source.


LopesWrite Policy

  • For assignments that need to be submitted to LopesWrite, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me.
  • Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes.
  • Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own?
  • Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for tips on improving your paper and SI score.

Late Policy

  • The university’s policy on late assignments is 10% penalty PER DAY LATE. This also applies to late DQ replies.
  • Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances.
  • If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect.
  • I do not accept assignments that are two or more weeks late unless we have worked out an extension.
  • As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.


  • Communication is so very important. There are multiple ways to communicate with me: 
    • Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class.
    • Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours.  Assignment Expectancy – Value Theory and Cultural Considerations


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