8 1 Chapter 8 Attitude Change and Interactive

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8 -1 Chapter 8 Attitude Change and Interactive Communications

8 -1 Chapter 8 Attitude Change and Interactive Communications

Persuasion and Persuasive Messages 8 -2 Persuasion is an Active Attempt to Change Attitudes.

Persuasion and Persuasive Messages 8 -2 Persuasion is an Active Attempt to Change Attitudes. To Develop Persuasive Messages that Might Change Attitudes, Several Questions Must Be Answered: Who Will be Featured in the Ad? How Should the Message be Constructed? What Media Should Transmit the Message? What Characteristics of the Target Market Might Influence the Ad’s Acceptance?

Traditional Communications Model FEEDBACK 8 -3 NO NOISE NOISE NO Consumer NOISE NOISE NO

Traditional Communications Model FEEDBACK 8 -3 NO NOISE NOISE NO Consumer NOISE NOISE NO Consumer NO NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NO NOISE NO NOOrganization NOISE NOISEConsumer NOISE NO Message Medium NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO Consumer NOISE NOISE NO Consumer NO NOISE NOISE NO NOISE NOISE NO

Uses and Gratifications 8 -4 • Uses and Gratifications Theory – Consumers constitute an

Uses and Gratifications 8 -4 • Uses and Gratifications Theory – Consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs. – Emphasizes that media compete with other sources to satisfy needs, and these needs include diversion and entertainment, as well as information. – Consumers are playing a more proactive role, more like a partner, in the communications process. They may actually seek out messages.

Interactive Communications Model 8 -5 The Interactive Communications Model Takes Into Consideration That (1)

Interactive Communications Model 8 -5 The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process. Sender Receiver Communication Medium Receiver

What is a Response? Buying the Product Building a Long-Term Relationship Reminding Us To

What is a Response? Buying the Product Building a Long-Term Relationship Reminding Us To Purchase the Product 8 -6 Types of Customer Responses Informing Us About Product Features Building Brand Awareness

Levels of Interactive Response 8 -7 Customers Interact With Marketers and Offer Two Basic

Levels of Interactive Response 8 -7 Customers Interact With Marketers and Offer Two Basic Types of Feedback: First-Order Response > Product Offer that Directly Yields a Transaction - an Order. Second-Order Response > Customer Feedback in Response to a Marketing Message that is Not in the Form of a Transaction Such As: *Request for Information *Wish List *Recommendations > Builds Customer Loyalty

Source Characteristics: Credibility • Under Most Conditions, the Source of a Message Can Have

Source Characteristics: Credibility • Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. • One Important Source Characteristic Is: – Source Credibility: Credibility Source’s perceived expertise, objectivity, or trustworthiness. » Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed. » Source should not display either Knowledge or Reporting Bias in presenting information. 8 -8

Source Characteristics: 8 -9 Attractiveness • Another Important Source Characteristic Is: – Source Attractiveness:

Source Characteristics: 8 -9 Attractiveness • Another Important Source Characteristic Is: – Source Attractiveness: Attractiveness Source’s perceived social value. » Celebrities are successful endorsers because they embody Cultural Meanings such as status, social class, gender, age, or personality types. » Halo Effect often occurs when persons of high rank on one dimension are assumed to excel on others as well. The “What is beautiful is good” stereotype. » Experts are effective endorsers for products that have High Performance Risk. » Celebrities are effective endorsers for products that have High Social Risk. » Explanations for the Sleeper Effect include: Dissociative Cue or Availability-Valence Hypotheses.

Issues Regarding Development of a Message Conveyed in Words or Pictures? How Often Should

Issues Regarding Development of a Message Conveyed in Words or Pictures? How Often Should Message be Repeated? Conclusion Drawn or Left to Listener? Both Sides of Argument Presented? Compare to Competitors? Blatant Sexual Appeals Used? Negative Emotions Aroused? How Concrete or Vivid Should Arguments and Imagery Be? Should Ad be Funny? 8 -10

Sending the Message 8 -11 Message Conveyed in Words or Pictures Verbal Messages Stronger

Sending the Message 8 -11 Message Conveyed in Words or Pictures Verbal Messages Stronger in High-Involvement Situations Visual Messages Stronger Memory Trace May Affect Brand Inferences and Brand Attitudes Both Pictures and Words Can Differ in Vividness Repetition Helps Us Remember - But Ads “Wear Out” Two-Factor Theory

Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Visual Component of

Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Visual Component of Advertisement 8 -12 Attitude Toward the Advertisement Brand Attitudes Verbal Component of Advertisement Beliefs About Product Attribute

Constructing the Argument One- Versus Two-Sided Arguments One-Sided or Supportive Argument Two-Sided Argument Refutational

Constructing the Argument One- Versus Two-Sided Arguments One-Sided or Supportive Argument Two-Sided Argument Refutational Arguments Drawing Conclusions Should the Advertiser Draw Conclusions or Leave It To the Consumer to Decide? Comparative Advertising Technique Compares Two Specifically Named Products and Seems to be Effective for New Products 8 -13

Types of Message Appeals • Emotional versus Rational Appeals – Emotional Appeals try to

Types of Message Appeals • Emotional versus Rational Appeals – Emotional Appeals try to Bond the consumer with the product. – Ad recall for Rational Appeals tends to be better. • Sex Appeals – Draws attention to an ad. – Ineffective if the consumer sees it as a “trick” to grab attention. – Most effective if the product is sex-related i. e. perfume. 8 -14

Types of Message Appeals • Humorous Appeals – Draws attention to ads. – Humor

Types of Message Appeals • Humorous Appeals – Draws attention to ads. – Humor can be a distraction, increasing the likelihood of message acceptance. • Fear Appeals – Appeals can be directed toward social, career or love life fears. – Fear is effective when used in moderate amounts. 8 -15

The Message as an Art Form Allegory Metaphor Resonance Forms of Story Presentation 8

The Message as an Art Form Allegory Metaphor Resonance Forms of Story Presentation 8 -16 • Product or service that has been personified by a character. (Jolly Green Giant) • Involves use of explicit comparison. (Tony the Tiger = Strength) • Presentation that combines a play on words with a relevant picture. • Drama - draws viewer into the action. • Lecture - source speaks directly to audience.

The Source Versus the Message: Selling the Steak or the Sizzle? • The Elaboration

The Source Versus the Message: Selling the Steak or the Sizzle? • The Elaboration Likelihood Model – The Central Route to Persuasion » Cognitive Responses – The Peripheral Route to Persuasion » Peripheral Cues 8 -17

The Elaboration Likelihood Model Communication Attention and Comprehension 8 -18

The Elaboration Likelihood Model Communication Attention and Comprehension 8 -18

The Elaboration Likelihood Model 8 -19 Communication Attention and Comprehension Central route High-Involvement Processing

The Elaboration Likelihood Model 8 -19 Communication Attention and Comprehension Central route High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change

The Elaboration Likelihood Model 8 -20 Communication Peripheral route Attention and Comprehension Low-Involvement Processing

The Elaboration Likelihood Model 8 -20 Communication Peripheral route Attention and Comprehension Low-Involvement Processing Central route High-Involvement Processing Belief Change Cognitive Response Behavior Change Belief and Attitude Change Behavior Change