Transcript Consumers Rule

Attitude Change
and Interactive
Communications
Chapter 8
Changing Attitudes
• Persuasion: effectiveness of marketing
communications to change attitudes
– Reciprocity
– Scarcity
– Authority
– Consistency
– Liking
– Consensus
8-2
Decisions, Decisions:
Tactical Communications Options
• Who will be the source of the message?
– Man, woman, child, celebrity, athlete?
• How should message be constructed?
– Emphasize negative consequences?
– Direct comparison with competition?
– Present a fantasy?
• What media will transmit the message?
– Print ad, television, door-to-door, Web site?
• What are the characteristics of the target market?
– Young, old, frustrated, status-oriented?
8-3
Communication Model
Figure 8.1
8-4
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
8-5
Updated Communications Model
• Consumers are now proactive in communications
process
– VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID,
Internet
Figure 8.2
8-6
New Message Formats
• M-commerce
– Worldwide revenue will reach $39 billion in
2007!
• Blogging
– Moblogging
– Video blogging (vlogging)
– Podcasting
– RSS (Really Simple Sydication)
– Flogs (fake blogs)
• Discussion: Are flogs ethical?
8-7
The Source
• Source effects: A message will have different effects
if communicated by a different source.
• Two important source characteristics:
– Credibility and Attractiveness
• Source credibility: A source’s perceived expertise,
objectivity, or trustworthiness.
• Sleeper effect: A process by which differences in
attitude change between positive sources and less
positive sources seem to get erased over time.
– Dissociative cue hypothesis
– Availability-valence hypothesis
8-8
The Source (cont.)
• Building Credibility: Credibility can be enhanced if the
source’s qualifications are relevant to the product.
• Source Biases:
– Knowledge bias: Implies a source’s knowledge is not
accurate.
– Reporting bias: When a source has the required
knowledge, but the willingness to convey it is
compromised
• Hype versus Buzz: The Corporate Paradox
– Corporate Paradox: The more involved a company
appears to be in the dissemination of news about its
products, the less credible it becomes.
• Buzz vs. Hype
8-9
Hype Versus Buzz
8-10
Hype vs. Buzz (Cont’d)
• “Stealth” buzz building
THE BLAIR WITCH PROJECT
8-11
Source Attractiveness
• Perceived social value of source
– Physical appearance
– Personality
– Social status
– Similarity
8-12
“What Is Beautiful
Is Good”
• Halo effect
– Good-looking people are
thought to be smarter, cooler,
and happier
– Consistency principle
• Physically attractive source
leads to attitude change
– Directs attention to marketing
stimuli (ads with attractive
models)
– Beauty = source of information
(especially for attractivenessrelevant products)
8-13
Source Attractiveness in Ads
• To stimulate demand
for milk, an industry
trade group tapped a
huge range of
celebrities to show
off their milk
mustaches.
8-14
Hype vs. Buzz (Cont’d)
• “Stealth” buzz building
THE BLAIR WITCH PROJECT
8-15
Star Power
• Celebrities as communications sources
– Tiger Woods ~$62 million/year in
endorsements!
– Famous faces capture attention and are
processed more efficiently by the brain
– Enhance company images and brand
attitudes
• Celebrities embody cultural and product
meanings
AMERICAN STARS
IN JAPANESE ADS!
• Match-up hypothesis
8-16
Celebrity Endorsers
8-17
Nonhuman Endorsers
• Often, celebrities’ motives are suspect as
endorsers of mismatched products
• Thus, marketers seek alternative
endorsers:
– Cartoon characters
– Mascots/animals
– Avatars
“Virtualstars”
8-18
Avatars
• A Swedish firm called
NoDNA offers its own
stable of cyber
models such as Tyra,
who is shown here.
8-19
The Message
• Sending The Message:
– Framed: Message in the picture is strongly
related to the copy
– Chunk: Visual images allow the receiver to
group information at the time of encoding
• Vividness:
– Pictures and words can differ in vividness
– Powerful descriptions or graphics command
attention and are more strongly embedded in
memory
8-20
The Message
• Sending The Message:
– Framed: Message in the picture is strongly
related to the copy
– Chunk: Visual images allow the receiver to
group information at the time of encoding
• Vividness:
– Pictures and words can differ in vividness
– Powerful descriptions or graphics command
attention and are more strongly embedded in
memory
8-21
Dual Component of Brand Attitudes
Figure 8.3
8-22
Two-Factor Theory
• Repetition can be a double-edged sword…
– Mere exposure phenomenon vs. habituation
Figure 8.4
8-23
Constructing the Argument
• One- Versus Two-Sided Arguments:
– Supportive argument: Presents only positive
arguments
– Two-sided message: Presents positive and
negative info
• Drawing Conclusions
• Comparative Advertising:
– A strategy in which a message compares two
or more recognized brands and compares
them on the basis of attributes.
8-24
Types of Message Appeals
• Emotional Versus Rational Appeals:
– Choice depends on the nature of the product and the
type of relationship that consumers have with it
– Recall of ad content tends to be better for “thinking”
rather than “feeling” ads
• Sexual Appeals:
– Sex draws attention to the ad but may be
counterproductive unless the product itself is related
to sex
• Humorous Appeals:
– Distraction: Humorous ads inhibit the consumer from
counterarguing (thinking of reasons not to agree with
the message), increasing the likelihood of message
8-25
acceptance
Emotional vs. Rational
• These ads demonstrate
rational versus
emotional message
appeals. At the time of
the initial ad campaign
for the new Infiniti
automobiles, the ads for
rival Lexus (top)
emphasized design and
engineering, while the
ads for Infiniti (bottom)
did not even show the
8-26
car.
Humor Appeals
• This ad relies upon humor to communicate the
message that skiers and snowboarders should wear
helmets.
8-27
Types of Message Appeals (cont.)
• Fear Appeals:
– Emphasize the negative consequences that
can occur unless the consumer changes a
behavior or an attitude
– Used mostly in social marketing contexts
– Effective only when the threat is moderate
and a solution is presented
– Threat: The literal content of the message
– Fear: An emotional response to the message
8-28
Fear Appeals
• Emphasize negative consequences that can
occur unless consumer changes behavior/
attitude
• Fear is common in advertising (especially in
social marketing)
• Most effective:
– Moderate threat
– Presented solution to problem
– Highly credible source
THETRUTH.COM
• Not all threats are equally effective at inducing a
fear response
– The strongest threats are not always the most
persuasive
8-29
Fear Appeals
• Life insurance
companies often use
a fear appeal to
motivate consumers
to buy policies.
8-30
Discussion Question
• In this
advertisement for
Big Red chewing
gum, what type of
advertising appeal
is being used?
• Is this an effective
use of this type of
appeal?
8-31
Advertising Metaphors
• This Chinese detergent ad uses a handcuff metaphor
as it urges the viewer, “Free yourself from the
burden of handwash.”
8-32
Forms of Story Presentation
• Commercials as a lecture vs. a drama
– Lecture is an attempt at persuasion
– Drama is similar to play or movie
• Draws viewer into action or emotional response
(transformational advertising)
8-33
ELM
• Receiver will follow one of two routes to persuasion
Figure 8.5
8-34
ELM: “Steak” or “Sizzle”?
• ELM research indicates that
relative effectiveness of a
strong message and
favorable source depends
on consumers’ level of
involvement with advertised
product
CLICK ON LOGO TO SEE
VIDEO CLIP ABOUT
PERIPHERAL VS.
CENTRAL ROUTES TO
PERSUASION IN AFLAC’S
TV COMMERCIALS
– Highly involved consumers
look for “steak”
• Strong message arguments
– Those less involved look for
“sizzle”
• Packaging colors/images,
celebrity endorsers
8-35