Transcript Chapter 1
The Psychology of Advertising & Communication Source Attributes and Receiver Processing Modes Source Attribute Process Credibility Internalization Attractiveness Identification Power Compliance Source Credibility Knowledge Relationship to Product Skill Expertise Trustworthy Character Unbiased Objective A Model of Cognitive Response Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Source-Oriented Thoughts Source derogation Source bolstering Ad Execution Thoughts Thoughts about the ad itself Affect / Attitude toward the ad Elaboration Likelihood Model How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information. Routes to attitude change Central route to persuasion – ability or motivation to process a message is high and close attention is paid to message content Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Celebrity Endorsers Can Be Central or Peripheral Cues Experts Lend Authority to an Appeal Endorsement by a “Celebrity Expert” Dave Thomas - effective spokesperson for Wendy’s *Click outside of the video screen to advance to the next slide Source Attractiveness Similarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behavior, or other personal traits Mere exposure effect Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity’s behavior may pose a risk to the company Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood *Click outside of the video screen to advance to the next slide Modes of Celebrity Presentation Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations Undermining the Traditional Approach Source Power Perceived control Source Power Perceived concern Perceived scrutiny Recall Recall and Presentation Order Beginning Middle End Message Argumentation • One-sided Messages: only mention support arguments – Most ads are one-sided – advertisers want to avoid introducing any form of doubt or confusion. – Works better with low NFC, uneducated and low involvement audiences. – Example: “Vote George Bush – he’ll keep our country safe.” • Two-sided Messages: mention both support and counterarguments – Better for audience members who • • • • are pre-disposed to disagree with the advocated position have more education are higher NFC are higher-involvement – Example: “Despite the ailing economy, George Bush is doing a good job as president.” Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup Buckley’s Uses a Humorous Two-Sided TV commercial *Click outside of the video screen to advance to the next slide © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message Argumentation • Refutational Appeals: A two-sided message which refutes the opposing viewpoint. Allows for psychological inoculation against counterarguments made by self or others. Often used in comparative advertising Useful when you expect receivers to counter-argue your message (usually in high NFC or high-involvement situations). Example: “Bush’s opponents say Americans are unhappy with the war against terror, but nothing could be further from the truth. Studies show Americans feel safer than ever under George Bush’s leadership. Vote for George Bush.” Logical vs. Emotional Appeal Appeal mostly to the logical, rational minds of consumers Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions Message Appeal Options Comparative Ads • May be especially useful for new brands • Often used for brands with small market share • Frequently used in political advertising Fear Appeals • May stress physical danger or threats to health • May identify social threats: disapproval or rejection • May backfire if the level of threat is too high Humor Appeals • They can attract and hold attention • They are often the best remembered • They put the consumer in a positive mood Comparative Advertising • Definition: Mentioning/showing the competitor in your ad by way of comparison (and typically how we are better) • History: Early 80’s FTC lifts the ban on CA to enhance the provision of choice-making information to consumers. • Legal issues: Advantages must be substantiated • Used offensively (attack) or defensively (“fight back”) • CA appeals used less nowadays • The confusion aspect: Which brand was advertised???!, though consumers may remember attributes advertised. • Great for newly launched products with small (or zero) market share that offer a distinct edge over the competition Comparative Advertising, cont. • Political ads – Negative information tends to overshadow positive information – Typically more effective to besmirch the opponent than to praise one’s self. • Exception: Negative tit-for-tat exchanges (“mudslinging”) usually wind up helping neither candidate. • Too much attacking results in negative perceptions of the attacking brand. – Moral: Attack in moderation. Miller Lite Uses Comparative Advertising to Attack Bud Light Fear Appeals • Fear has facilitating effects and inhibiting effects. – Facilitation = motivation to approach/avoid something – Inhibition = discouragement from approaching/avoiding something • Moderate fear appeals work best by encouraging facilitation and minimizing inhibition. – Too much fear: the audience tunes out the message • Low credibility or elaboration of harmful consequences is hedonically unpleasant. – Too little fear: the audience isn’t motivated enough to do anything. Fear Appeals and Message Acceptance Threat Plus Solution Gently Persuades Humor Appeals Pros and Cons of Using Humor Pros Cons AidsAids attention, attention awareness and and repeat awareness attention Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple copy registration Does not aid source Humor is not universal credibility May serve as a distracter, reducing counterarguing Is Good not “universal” effective inhumor bringing is hard about to produce! sales Company seen as clever – carries over to products May wear out faster than non-humorous ads Where humor works Favorable Unfavorable Creative personnel Management Radio and television Less suited for direct mail and newspapers Consumer nondurables Corporate advertising Business services Industrial products Products that are Goods and services of a sensitive nature humorous Where humor works Audiences Favorable Audiences Unfavorable Younger Older Well educated Less educated Up-scale Down-scale Males Females Professional Semi- or Unskilled Self- versus Externally Paced Media Self-Paced Media Externally Paced Media • Newspapers • Radio • Magazines • Television • Direct Mail • Internet vs. Contextual Appeals • Effects of media: “The media is the message”. • Contextually Congruent vs. Contextually Incongruent Advertising: Which works better? – Contextually Congruent: An ad for Apple’s new IPad appears in a computing magazine. – Contextually Incongruent: An ad for Apple’s new IPad appears in a sports magazine. or ? Contextual Appeals, cont. • Show likeability correlates with ad likeability, recall and awareness. – Note that show likeability can result from show content that is either negative (sad, disturbing, frustrating, etc.) or positive (happy, uplifting, pleasant, etc). • Positive shows produce more positive reactions to advertising than negative shows. • Many advertisers (i.e. Coke) avoid advertising during shows that create negative moods (“feel-bad” programming). Question: Is it ever a good idea to advertise during ”feel-bad” programming? The Image of a Magazine Can Enhance an Ad