chapter 8 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Chapter 8 PowerPoint Presentation
Download Presentation
Chapter 8

Loading in 2 Seconds...

play fullscreen
1 / 20

Chapter 8 - PowerPoint PPT Presentation


  • 1887 Views
  • Uploaded on

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?

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Chapter 8' - paul2


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
chapter 8

Chapter 8

Attitude Change and Interactive Communications

slide2

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?

traditional communications model
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

uses and gratifications
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
interactive communications model
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

what is a response
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

levels of interactive response

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:

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: 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
source characteristics attractiveness
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
issues regarding development of a message
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?

sending the message

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

effects of visual and verbal components of advertisements on brand attitudes
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

constructing the argument

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

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.

Types of Message Appeals
slide15

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.
the message as an art form

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.
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

The Source Versus the Message:Selling the Steak or the Sizzle?
the elaboration likelihood model19

Communication

The Elaboration Likelihood Model

Attention and Comprehension

High-Involvement Processing

Cognitive Response

Central route

Belief and Attitude Change

Behavior Change

the elaboration likelihood model20

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