Persuasive Communications

Communication Model Sender Channel Receiver Message (source) (medium) Encodes Selective Exposure Sender (source) Message Channel (medium) Receiver (consumer) Decodes Responds Appropriately? Yes No Miscomprehends? Yes Feedback No

Sender Sources encode message with symbols, pictures, words, images. Formal sources: Company, business, organization Informal sources: Family, friends

Source Effects The impact a particular source has on message delivery and comprehension. Source credibility Perceived trustworthiness Formal vs. informal Source attractiveness Perceived social value Sleeper effect

Channel (Medium) The message is delivered via some channel: Paid vs. unpaid Personal vs. impersonal Print Broadcast Electronic

Receiver The target audience. Receivers decode message based on their own experiences and personal characteristics. Affecting decoding: Information processing system Level of involvement Mood Noise

Feedback The message the receiver sends back to the sender. Feedback may be verbal or nonverbal. Measuring feedback.

Designing Persuasive Communications First, establish communications objective. Create awareness Promote image Message retention Stimulate action

Designing, continued... Second, choose media strategy. Which media does your target audience listen to or read? Consumer profile--specific media consumers read or watch. Audience profile--descriptions of audiences that listen to/watch specific media.

Designing, continued... Third, decide on message strategy. Goal of the message strategy is to be persuasive relative to the communications objective. Issues to consider: Words vs. pictures Vividness Repetition Semantics

Message Presentation Message framing Level of involvement should be considered when deciding on message presentation.

One-sided vs. Two-sided Messages One-sided messages Present positive messages, supportive arguments Most effective when the audience is: Friendly Favors the communicator’s position Unlikely to hear opposing position

Two-sided messages Present both positive and negative information--supportive and refutational arguments Most effective when the audience is: Not already loyal to product Well-educated Likely to hear opposing claims Already aware of negative information about the product

Inoculation Theory Presenting refutational arguments to consumers before they hear it from others makes the message appear more credible. Inoculates consumers from competitors’ ads that will be negative.

Comparative Advertising Messages that directly compare a brand to a competing brand. Comparison in terms of one or more specific attributes. Most effective when they help consumers differentiate between two brands. Disadvantages: Consumers may not be able to differentiate; false claims.

Emotional Appeals Fear appeals Used in over 15% of TV ads Used to either encourage or discourage certain behaviors The intensity of the fear appeal is related to its effectiveness--moderate levels of fear appear to be most effective.

Attitude change Degree of fear

Humor Appeals Danger--makes product look ridiculous Most effective when: Clearly identifies brand and humor does not overwhelm the product Distracts attention away from counterargumentation Appropriate to brand’s image Used with existing products Used with low-involvement products

Humor, continued... Most effective when: Audience is younger, better educated, upscale, professional Ads are shown in action-adventure environment rather than sitcoms (contrast effect, Gestalt)

Abrasive Advertising An unpleasant ad that antagonizes listeners Agony commercials that show graphic detail upsetting to consumers

Sex Appeals Effective when sex is related to the advertised product. Ineffective is used just to attract attention--may interfere with message comprehension and cognitive processing.