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Attitude Changeand Interactive

Communications

Chapter 8

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8-2

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8-3

Persuasion: effectiveness of marketing

communications to change attitudes Reciprocity

Scarcity

Authority

Consistency

Liking

Consensus

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8-4

Communication Model

Figure 8.1

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8-5

New Message Formats

M-commerce Worldwide revenue will reach $39 billion in

2007!

Blogging Moblogging

Video blogging (vlogging)

Podcasting

RSS (Really Simple Sydication)

Flogs (fake blogs) Discussion: Are flogs ethical?

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8-6

The Source

Source effects: the same words by differentpeople can have very different meanings Source credibility

Source attractiveness

Match between consumers needs and offeredrewards of source

Match between source and type of product

Experts for utilitarian products Celebrities for social risk/impression products

Typical consumers for everyday/low-risk products

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8-7

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8-8

Source Credibility

A sources perceived expertise, objectivity,or trustworthiness Consumers beliefs that communicator is

competent and provides competitorinformation

Credible source is persuasive whenconsumer has no formed opinion aboutproduct

Endorsement contract = large profits

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8-9

Building Credibility

Relevant qualifications of source to the product

can enhance credibility of message

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8-10

Source Attractiveness

Perceived social value of source

Physical appearance

Personality

Social status

Similarity

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8-11

What Is Beautiful Is Good

Halo effect Good-looking people are

thought to be smarter, cooler,and happier

Consistency principle Physically attractive source

leads to attitude change Directs attention to marketing

stimuli (ads with attractivemodels)

Beauty = source of information(especially for attractiveness-relevant products)

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8-12

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8-13

Discussion

Many, many companies rely on celebrity

endorsers as communications sources to

persuade. Especially when targeting

younger people, these spokespeople oftenare cool musicians, athletes, or movie

stars

In your opinion, who would be the mosteffective celebrity endorser today, and why?

Who would be the least effective, and why?

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8-14

Nonhuman Endorsers Often, celebrities motives are suspect as

endorsers of mismatched products Thus, marketers seek alternative

endorsers:

Cartoon characters Mascots/animals

Avatars

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8-15

The Message

Positive and negative effects of elements in TVcommercials Most important feature: stressing unique product attribute/benefit

Positive Effects Negative Effects

Showing convenience of use Extensive information oncomponents, ingredients, nutrition

Showing new product/improvedfeatures

Outdoor setting (message gets lost)

Casting background (i.e., people areincidental to message)

Large number of onscreen characters

Indirect comparison to other products Graphic displays

Table 8.2 (Abridged)

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8-16

Sending the Message

Visual vs. verbal communication ofmessage

Visual images: big emotional impact

Verbal message: high-involvement situations

Factual information

More effective when reinforced by a framedpicture

Require more frequent exposures (due to decay)

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Dual Component of Brand Attitudes

Figure 8.3

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8-18

Vividness

Powerful description/graphics commandattention and are strongly embedded inmemory

Active mental imagery (vs. abstract stimuli)

Concrete discussion of product attribute

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8-19

Comparative Advertising

Message compares two+ recognizable brands onspecific attributes New OcuClear relieves three times longer than Visine

Butconfrontational approach can result in source

derogation Effective for a new product that: Does not merely say it is better than leading brand

Does not compare itself to an obviously superior competitor

Discuss some conditions in which it would be advisable

to use a comparative advertising strategy

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8-20

Emotional vs. Rational Appeals

Appeal to the head or to the heart? Many companies use an emotionalstrategy when consumers do not finddifferences among brands Especially brands in well-established, mature

categories (e.g., cars and greeting cards)

Recall of ad contents tends to be better for

thinking adsAlthough conventional ad effectivenessmeasures may not be entirely valid to assessemotional ads

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8-21

Humorous Appeals

Specific cultures havedifferent senses of humor

Overall, humorous ads do

get attention Funny ad as source of

distraction

Inhibits counterarguing,thus increasing messageacceptance

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8-22

Humorous Appeals (Contd)

Humor is more effective when it:

Doesnt swamp message of clearly defined

brand

Doesnt make fun of potential consumer

Is appropriate to products image

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Fear Appeals

Emphasize negative consequences that canoccur unless consumer changes behavior/attitude

Fear is common in advertising (especially insocial marketing)

Most effective: Moderate threat Presented solution to problem Highly credible source

Not all threats are equally effective at inducing afear response The strongest threats are not always the most

persuasive