1. TM 9-1 Copyright © 1999 Addison Wesley Longman, Inc. Self-Persuasion Principles u Philosophies of the leading ad agencies u The elaboration likelihood model u Role playing u Attitude polarization u Indirect persuasion

2. TM 9-2 Copyright © 1999 Addison Wesley Longman, Inc. Leo Burnett ad characters...

3. TM 9-3 Copyright © 1999 Addison Wesley Longman, Inc. Leo Burnett ad characters...

4. TM 9-4 Copyright © 1999 Addison Wesley Longman, Inc. Leo Burnett ad characters

5. TM 9-5 Copyright © 1999 Addison Wesley Longman, Inc. An attention getting ad

6. TM 9-6 Copyright © 1999 Addison Wesley Longman, Inc. The elaboration likelihood model of persuasion Exposure to advertising Motivation to elaborate (depends on involvement, need for cognition, etc.) Ability to elaborate (depends on knowledge, comprehensibility, distraction, etc.) Central route (effortful processing of information central to the true merits of an attitudinal position) Peripheral Route (minimal processing and simple inferencing) Low motivation Low ability

7. TM 9-7 Copyright © 1999 Addison Wesley Longman, Inc. Determinants of the route to persuasion and attitude strength Motivation HighLow High Central Route (strong attitudes) Peripheral Route (weak attitudes) Low Peripheral Route (weak attitudes) Peripheral Route (weak attitudes) Ability

8. TM 9-8 Copyright © 1999 Addison Wesley Longman, Inc. Product attributes Low High Involvement Low High Involvement

9. TM 9-9 Copyright © 1999 Addison Wesley Longman, Inc. Indirect persuasion Response latency to questions about conclusions Moderate incongruity Moderate incongruity Congruity Explicit Conclusions/High Involvement Explicit Conclusions/Low involvement Implicit Conclusions/High Involvement Explicit Conclusions/Low involvement 4520 4413 4503 4722 Explicit Conclusions/High Involvement Explicit Conclusions/Low Involvement Conclusions/High Involvement Implicit Conclusions/Low Involvement

10. TM 9-10 Copyright © 1999 Addison Wesley Longman, Inc. Indirect persuasion Response latency to questions about attitudes Moderate incongruity Moderate incongruity Congruity Explicit Conclusions/High Involvement Explicit Conclusions/Low involvement Explicit Conclusions/High Involvement Explicit Conclusions/Low involvement 2734 2431 2063 2459 Explicit Conclusions/High Involvement Explicit Conclusions/Low Involvement Explicit Conclusions/High Involvement Explicit Conclusions/Low Involvement