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Chapter 8

Chapter 8 Attitude Change and Interactive Communications Persuasion and Persuasive Messages 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?

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Chapter 8

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  1. Chapter 8 Attitude Change and Interactive Communications

  2. Persuasion and PersuasiveMessages 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?

  3. Traditional Communications Model NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO FEEDBACK Consumer Consumer Message Organization Medium Consumer Consumer Consumer

  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. Uses and Gratifications

  5. Interactive Communications Model 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 Sender Sender Receiver

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

  7. First-Order Response 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 • Product Offer that Directly Yields a Transaction - an Order. Levels of Interactive Response Customers Interact With Marketers and Offer Two Basic Types of Feedback:

  8. 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: 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. Source Characteristics:Credibility

  9. Another Important Source Characteristic Is: Source 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. Source Characteristics:Attractiveness

  10. Issues Regarding Development of a Message 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?

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

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

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

  14. 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. Types of Message Appeals

  15. 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.

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

  17. The Elaboration Likelihood Model The Central Route to Persuasion Cognitive Responses The Peripheral Route to Persuasion Peripheral Cues The Source Versus the Message:Selling the Steak or the Sizzle?

  18. Communication Attention and Comprehension The Elaboration Likelihood Model

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

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

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