1. 8-1 Chapter 8 Attitude Change and Interactive Communications

2. 8-2 Persuasion and Persuasive Messages Persuasion 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? What Characteristics of the Target Market Might Influence the Ad’s Acceptance?

3. 8-3 Traditional Communications Model Consumer Medium Message Organization FEEDBACK

4. 8-4 Uses and Gratifications Uses and Gratifications TheoryUses 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.

5. 8-5 Interactive Communications Model Receiver Communication Medium Sender 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.

6. 8-6 What is a Response? Building a Long-Term Relationship Building a Long-Term Relationship Reminding Us To Purchase the Product Building Brand Awareness Informing Us About Product Features Buying the Product Types of Customer Responses Types of Customer Responses

7. 8-7 Levels of Interactive Response First-Order Response Second-Order Response >Product Offer that Directly Yields a Transaction - an Order. > 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 Customers Interact With Marketers and Offer Two Basic Types of Feedback:

8. 8-8 Source Characteristics: Credibility Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. Source CharacteristicOne Important Source Characteristic Is: –Source Credibility –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. Knowledge Reporting Bias »Source should not display either Knowledge or Reporting Bias in presenting information.

9. 8-9 Source Characteristics: Attractiveness Source CharacteristicAnother Important Source Characteristic Is: –Source Attractiveness –Source Attractiveness: Source’s perceived social value. Cultural Meanings »Celebrities are successful endorsers because they embody Cultural Meanings such as status, social class, gender, age, or personality types. »Halo Effect »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. High Performance Risk. »Experts are effective endorsers for products that have High Performance Risk. High Social Risk. »Celebrities are effective endorsers for products that have High Social Risk. Sleeper Effect Dissociative Cue Availability-Valence Hypotheses. »Explanations for the Sleeper Effect include: Dissociative Cue or Availability-Valence Hypotheses.

10. 8-10 Issues Regarding Development of a Message 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? Message Conveyed in Words or Pictures?

11. 8-11 Sending the Message Visual Messages Stronger Memory Trace May Affect Brand Inferences and Brand Attitudes Visual Messages Stronger Memory Trace May Affect Brand Inferences and Brand Attitudes Verbal Messages Stronger in High-Involvement Situations Verbal Messages Stronger in High-Involvement Situations Message Conveyed in Words or Pictures Both Pictures and Words Can Differ in Vividness Repetition Helps Us Remember - But Ads “Wear Out” Two-Factor Theory Repetition Helps Us Remember - But Ads “Wear Out” Two-Factor Theory

12. 8-12 Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Brand Attitudes Attitude Toward the Advertisement Visual Component of Advertisement Beliefs About Product Attribute Verbal Component of Advertisement

13. 8-13 Two-Sided Argument Two-Sided Argument Constructing the Argument Refutational Arguments Refutational Arguments One-Sided or Supportive Argument One-Sided or Supportive Argument One- Versus Two-Sided Arguments Drawing Conclusions Should the Advertiser Draw Conclusions or Leave It To the Consumer to Decide? Drawing Conclusions Should the Advertiser Draw Conclusions or Leave It To the Consumer to Decide? Comparative Advertising Technique Compares Two Specifically Named Products and Seems to be Effective for New Products Comparative Advertising Technique Compares Two Specifically Named Products and Seems to be Effective for New Products

14. 8-14 Types of Message Appeals Emotional Rational AppealsEmotional versus Rational Appeals Bond –Emotional Appeals try to Bond the consumer with the product. –Ad recall for Rational Appeals tends to be better. Sex AppealsSex 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.

15. 8-15 Types of Message Appeals Humorous AppealsHumorous Appeals –Draws attention to ads. –Humor can be a distraction, increasing the likelihood of message acceptance. Fear AppealsFear Appeals –Appeals can be directed toward social, career or love life fears. –Fear is effective when used in moderate amounts.

16. 8-16 The Message as an Art Form Product or service that has been personified by a character. (Jolly Green Giant) Involves use of explicit comparison. (Tony the Tiger = Strength) Presentation that combines a play on words with a relevant picture. Drama - draws viewer into the action. Lecture - source speaks directly to audience. Allegory Metaphor Resonance Forms of Story Presentation

17. 8-17 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

18. 8-18 The Elaboration Likelihood Model Attention and Comprehension Communication

19. 8-19 The Elaboration Likelihood Model Attention and Comprehension Communication High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route

20. 8-20 The Elaboration Likelihood Model Attention and Comprehension Low-Involvement Processing Communication Belief Change Behavior Change Attitude Change High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central routePeripheral route