1. Chapter 8 Attitude Change and Interactive Communications
CONSUMER BEHAVIOR, 8e Michael Solomon

2. Chapter Objectives
When you finish this chapter you should understand why:
The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.
The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.
Several factors influence a message source’s effectiveness.
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3. Chapter Objectives (cont.)
The way a marketer structures his message determines how persuasive it will be.
Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
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4. Changing Attitudes Through Communication
Persuasion: effectiveness of marketing communications to change attitudes
What influences people to change their minds or comply:
Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus
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5. Reciprocity
Societies throughout the world abide by the norm of reciprocity
the rule of reciprocity remains engaged for those we do not know and have not met (even to those whom we do not like )
“door-in-the-face”
The “reciprocal concessions” tactic is a unique influence strategy because it actually empowers the requester through rejection!
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6. Scarcity
Items and opportunities appear more attractive as they become less available
THE DESIRABLE. First, items that are difficult to obtain are nearly always more desirable than those that require little effort (heuristic cue in decision making)
THE FORBIDDEN. Desire to preserve our freedom of choice. (we will react against that interference )
Loss Framing
E.g. limited edition, "deadline" technique, "limited number“,
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7. Authority Legitimate authorities are extremely influential sources
We have been raised from childhood to look to authorities for information and guidance
Symbols of Authority: Titles, Tailors & Tone
Uniforms are another universally recognized symbol of authority
Credible Communicators (Expert power, Trustworthiness, )
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8. Commitment & Consistency
The need for consistency (to be consistent/ to appear consistent)
Once an individual takes establishes a position, there is a tendency to respond in ways that are stubbornly consistent with it.
Foot-in-the-door, lowball, Even a penny will help, Labeling Tactics
Existing Commitments & values (laddering)
A commitment is likely to be maximally effective in producing consistent future behavior : voluntary, active or effortful ,public
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9. Liking
It is hardly surprising that people prefer to say yes to those they know and like
Physical attractiveness - Similarity – Compliments - Cooperation
Tupperware’s "home party"
Survey sender: Robert Greer - Bob Gregar while Cynthia Johnston - Cindy Johanson.
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10. Consensus (Social Validation)
We can use the actions of others (“social proof”) as a means to locate and validate correct choices
Because the desire to choose correctly is powerful, and the time in which to choose is forever diminishing, the tendency to follow the crowd is both strong and widespread
Uncertainty – similar others -
“largest selling” or “fastest growing” in the market
E.g. our salesmen are waiting on the phone >>>>>>>>>>>>>>>>if the lines were busy, call again
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11. Tactical Communications Options
Who will be source of message?
How should message be constructed?
What media will transmit message?
What target market characteristics will influence ad’s acceptance?
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12. Traditional Communication Model
Communications model: a number of elements are necessary for communication to be achieved
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Figure 8.1

13. Interactive Communications
Consumers have many more choices available and greater control to process messages
Permission marketing: marketer will be much more successful in persuading consumers who have agreed to let him try
Click to view
Quicktime video on Sony Metreon’s
interactive entertainment store
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14. Uses and Gratifications Theory
Consumers are active, goal-directed, and draw on mass media to satisfy needs
Media compete with other sources of entertainment and information
Advertising = entertainment, escaping, play, self-affirmation
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15. Updated Communications Model
Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet
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Figure 8.2

16. New Message Formats
M-commerce (mobile commerce): marketers promote goods and services via wireless devices
Blogging: people post messages to the Web in diary form
New forms of blogging:
Moblogging
Video blogging (vlogging)
Podcasting
RSS (Really Simple Syndication)
Flogs (fake blogs)
Twittering
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17. The Source
Source effects: the same words by different people can have very different meanings
A “source”often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer
What makes a good source?
Source credibility: a source’s perceived expertise, objectivity, or trustworthiness
Source attractiveness: movie star, super model
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18. Sleeper Effect Sometimes sources become irritating or disliked
Sleeper effect: over time, disliked sources can still get a message across effectively
We “forget” about negative source while changing our attitudes
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19. Source Biases
Consumer beliefs about product can be weakened by a source perceived to be biased
Knowledge bias: source’s knowledge about a topic is not accurate
Reporting bias: source has required knowledge but source’s willingness to convey it is compromised
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20. Hype versus Buzz Buzz: authentic message generated by customers
Hype: inauthentic message generated by corporate propaganda
Hype
Buzz
Advertising
Word-of-mouth
Overt
Covert
Corporate
Grass-roots
Fake
Authentic
Skepticism
Credibility
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Table 8.1

21. Source Attractiveness
Source attractiveness: perceived social value of source
Physical appearance
Personality
Social status
Similarity
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22. “What Is Beautiful Is Good”
Halo effect: people who rank high on one dimension are assumed to excel at other dimensions
Example: good-looking people are thought to be smarter, cooler, happier
Physically attractive source leads to attitude change
Directs attention to marketing stimuli
Beauty = source of information
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23. Star Power
Celebrities as communications sources (Symbolizes important categories such as; status, social class, gender, age, and personality type)
Tiger Woods—$62 million/year in endorsements!
Famous faces capture attention and are processed more efficiently by the brain
Enhance company image and brand attitudes
Celebrities embody cultural and product meanings
Q-Score for celebrity endorsers (familiarity level & No. Favorable)
Match-up hypothesis: celebrity’s image and that of product are similar
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24. Discussion
Many marketers use celebrity endorsers to persuade. These spokespeople often are “cool” musicians, athletes, or stars.
Who would overall be the most effective celebrity endorser today, and why?
Who would be the least effective, and why?
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25. Nonhuman Endorsers
Often, celebrities’ motives are suspect as endorsers of mismatched products
Thus, marketers seek alternative endorsers:
Cartoon characters
Mascots/animals
Avatar: cyberspace character that can be moved around in a virtual world
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26. The Message
Positive and negative effects of elements in TV commercials
Most important feature: stressing unique product attribute/benefit
Positive Effects
Negative Effects
Showing convenience of use
Extensive information on components, ingredients, nutrition
Showing new product/improved features
Outdoor setting (message gets lost)
Casting background (i.e., people are incidental to message)
Large number of onscreen characters
Indirect comparison to other products
Graphic displays
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Table 8.2

27. The Message (cont.) Message: is it conveyed in words or pictures?
Message issues facing a marketer
How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
Should it explicitly compare product to competitors?
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28. Sending the Message Visual versus verbal communication of message
Visual images: big emotional impact
Verbal message: high-involvement situations
Factual information
More effective when reinforced by a framed picture
Require more frequent exposures (due to decay)
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29. Dual Component of Brand Attitudes
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Figure 8.3

30. Vividness
Powerful description/graphics command attention and are strongly embedded in memory
Concrete discussion of product attribute
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31. Repetition:
Mere Exposure: People tend to like things that are more familiar to them, even if they are not keen on them initially.
Habituation: Consumer no longer pays attention to the stimulus because of boredom or fatigue
Two-factor Theory: Explains the fine line between familiarity and boredom.
Positive affect: Increases familiarity, reduces uncertainty
Negative affect: Boredom increases with each exposure
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32. Repetition and the Two-Factor Theory
Two-factor theory: fine line between familiarity and boredom
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Figure 8.4

33. One- versus Two-Sided Arguments
One-sided: supportive arguments
Two-sided: both positive and negative information
Refutational argument: negative issue is raised, then dismissed
Positive attributes should refute presented negative attributes
Effective with well-educated and not-yet-loyal audiences
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34. Comparative Advertising
Comparative advertising: message compares two+ recognizable brands on specific attributes
“Unlike McDonalds, all of Arby's chicken sandwiches are made with 100% all-natural chicken”
But, confrontational approach can result in source derogation
An ad for a new product should not:
Merely, say it is better than leading brand
Compare itself to an obviously superior competitor
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35. Emotional versus Rational Appeals
Appeal to the head or to the heart?
Many companies use an emotional strategy when consumers do not find differences 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” ads
Although conventional ad effectiveness measures may not be entirely valid to assess emotional ads
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36. Sex Appeals Sexual appeals vary by country
Nude models generate negative feelings/tension among same-sex consumers
Erotic ads draw attention, but strong sexual imagery may make consumers less likely to:
Buy a product (unless product is related to sex)
Process and recall ad’s content
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37. Discussion Name ads that rely on sex appeal to sell products
What benefits are communicated in the ad?
Is the message implicit or explicit? How?
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38. Humorous Appeals Different cultures have different senses of humor
Humorous ads get attention
They’re a source of distraction
They inhibit counterarguing, thus increasing message acceptance
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39. Humorous Appeals (cont.)
Humor is more effective when it:
Doesn’t “swamp” message of clearly defined brand
Doesn’t make fun of potential consumer
Is appropriate to product’s image
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40. Fear Appeals
Emphasize negative consequences that can occur unless consumer changes behavior/attitude
Fear is common in social marketing
Most effective when:
Threat is moderate
Solution to problem is presented
Source is highly credible
The strongest threats are not always the most persuasive
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41. Message As Art Form
Advertisers use literary elements to communicate benefits and meaning
Allegory: story about an abstract concept personified in a fictional character
Metaphor: two dissimilar objects in a close relationship (“A is B”)
Simile: compares two objects (“A is like B”)
Resonance: play on words with pictures
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42. Examples of Advertising Resonance
Product
Headline
Visual
Embassy Suites
“This Year, We’re Unwrapping Suites by the Dozen”
Chocolate kisses with hotel names underneath each
Toyota auto parts
“Out Lifetime Guarantee May Come as a Shock”
Man holding a shock absorber
Bucks filter cigarettes
“Herd of These?”
Cigarette pack with a picture of a stag
Bounce fabric softener
“Is There Something Creeping Up Behind You?”
Woman’s dress bunched up on her back due to static
Pepsi
“This Year, Hit the Beach Topless”
Pepsi bottle cap lying on the sand
ASICS athletic shoes
“We Believe Women Should Be Running the Country”
Woman jogging in a rural setting
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Table 8.3

43. Forms of Story Presentation
Lecture: speech in which the source speaks directly to the audience
Attempts to persuade
Cognitive responses may occur
Drama: story that draws viewers into the action
Characters indirectly address the audience
Interact with each other in an imaginary setting
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44. Discussion Sell the steak or the sizzle?
What’s more important in an advertisement:
What is said? or
Who says it?
Give examples of ads that use one strategy versus the other. What types of ads are more effective for each strategy?
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45. Elaboration Likelihood Model (ELM) of Persuasion
ELM: assumes that once consumers receive message, they begin to process it
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Figure 8.5

46. Support for the ELM Variables crucial to the ELM:
Message-processing involvement
Argument strength
Source characteristics
High-involvement consumers are swayed by powerful arguments
Low-involvement consumers are swayed by source attractiveness
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47. Group homework! Design a print ad for 1 or 2
1. Social goal (University student’s behavior!)
absenteeism, study hard, change Att to learn language...etc
2. Product/ service.
Product or service may be real or fictitious.
You may get as elaborate as you wish (employing graphic software) or the old-fashioned method of designing one by hand.
You should apply the principles discussed in the chapter to make the ad an effective tool of persuasion
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