Title: P1246990959NzWnA
1Attitude Change and Interactive Communications Ch
apter 8
2Career Apparel
3(No Transcript)
4- Gildea, 20-year-old Pennsylvia college student
- Likes some of what she sees, but she doesnt buy
it - Crowded display racks and minimally private
dressing rooms
5Communication Problems
- Advertising is sporadic. Vogue and InStyle and
then paper towels on television. - Research has shown that Wal-Marts efforts in the
fashion realm have made a weak impression.
6Other Issues
- How do you tempt customers away from the grocery
aisle over to fashion displays? - Growth of neighborhood strip centers many with
upscale chains.
7Changing Attitudes
- Persuasion effectiveness of marketing
communications to change attitudes - Reciprocity
- Scarcity
- Authority
- Consistency
- Liking
- Consensus
8Tactical Communications Options
- Who will be source of message?
- How should message be constructed?
- What media will transmit message?
- What target market characteristics will influence
ads acceptance?
9Communication Model
Figure 8.1
10Interactive Communications
- The traditional communications model doesnt tell
the whole story - Consumers have many more choices available and
greater control to process messages
11Uses 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 - Media play both positive and negative role
12Updated Communications Model
- Consumers are now proactive in communications
process - VCRs, DVRs, video-on-demand, pay-per-view TV,
Caller ID, Internet
Figure 8.2
13New Message Formats
- M-commerce
- Worldwide revenue will reach 39 billion in 2007!
- Blogging
- Video blogging (vlogging)
- Podcasting
- Flogs (fake blogs)
14Consumer Generated Media (CGM)
15GGM
- Mixture of fact and opinion
- Experiences
- Rumors
- Difference- unsolicited and unfiltered
16New Challenge
- How to find and analyze CGM
- How to compete with CGM
- Understand how consumers are reacting to CGM
17Consumer Views
- CGM 3rd party- trusted
- Over 60 of consumers trust online postings
- Viral consumers- spread opinion and influence
rapidly
18How has the Internet changed shopping?
19CGM Holds Key Insights
- Discover right research questions
- Understand emerging trends
- Benchmark a product against major competitors
- Spot damaging issues/rumors
20ELM
- Receiver will follow one of two routes to
persuasion
Figure 8.5
21Interactive Response Levels
- Response can be more than just a
purchase/transaction - First-order response transaction (sales data)
- Second-order response nontransaction customer
feedback
22The Source
- Source effects the same words by different
people can have very different meanings - Source credibility
- Source attractiveness
- Match between consumers needs and offered rewards
of source - Match between source and type of product
- Experts for utilitarian products
- Celebrities for social risk/impression products
- Typical consumers for everyday/low-risk products
23Source Credibility
- A sources perceived expertise, objectivity, or
trustworthiness - Consumers beliefs that communicator is competent
and provides competitor information - Credible source is persuasive when consumer has
no formed opinion about product - Endorsement contract large profits
24Sleeper Effect
- Over time, disliked sources can still get a
message across effectively - We forget about negative source while changing
our attitudes - Explanations
- Dissociative cue hypothesis
- Availability-valence hypothesis
25Building Credibility
- Relevant qualifications of source to the product
can enhance credibility of message
26Source
27Source Biases
- Consumer beliefs about product can be weakened by
a source perceived to be biased - Knowledge bias
- Reporting bias (hired gun)
28Hype vs. Buzz
Table 8.1
29Source Attractiveness
- Perceived social value of source
- Physical appearance
- Personality
- Social status
- Similarity
30What 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
attractiveness- relevant products)
31Star 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
- Q-Score for celebrity endorsers
- Match-up hypothesis
32Nonhuman Endorsers
- Often, celebrities motives are suspect as
endorsers of mismatched products - Thus, marketers seek alternative endorsers
- Cartoon characters
- Mascots/animals
- Avatars
33The Message
- Positive and negative effects of elements in TV
commercials - Most important feature stressing unique product
attribute/benefit
Table 8.2 (Abridged)
34The Message (Contd)
- Selected message issues facing a marketer (full
list on p. 280) - Message Is it conveyed in words or pictures?
- How often should message be repeated?
- Should it draw an explicit conclusion?
- Should it show both sides of argument?
- Should it explicitly compare product to
competitors?
35Sending the Message
- Visual vs. verbal communication of message
- Visual images big emotional impact
- Verbal message high-involvement situations
- Factual information
- More effective when reinforced by a framed
picture - Require more frequent exposures (due to decay)
36Dual Component of Brand Attitudes
Figure 8.3
37Two-Factor Theory
- Repetition can be a double-edged sword
- Mere exposure phenomenon vs. habituation
Figure 8.4
38One- vs. Two-sided Arguments
- One-sided supportive arguments
- Two-sided both positive and negative information
- Refutational arguments increase source
credibility by reducing reporting bias - Positive attributes should refute presented
negative attributes - Effective with well-educated and not-yet-loyal
audiences
39Comparative Advertising
- Message compares two recognizable brands on
specific attributes - New OcuClear relieves three times longer than
Visine - Butconfrontational approach can result in source
derogation - Effective for a new product that
- Does not merely say it is better than leading
brand - Does not compare itself to an obviously superior
competitor - Discuss some conditions in which it would be
advisable to use a comparative advertising
strategy
40Emotional vs. Rational Appeals
- Appeal to the head or to the heart?
- Many companies use an emotional strategy when
consumers do not find differences among brands - Especially brands in well-established, mature
categories (e.g., cars and greeting cards) - Recall of ad contents tends to be better for
thinking ads - Although conventional ad effectiveness measures
may not be entirely valid to assess emotional ads
41Sex Appeals
- The prevalence of sexual appeals varies from
country to country - Nudity/undressed models in print ads generates
negative feelings/tension among same-sex
consumers - Erotic ad content draws attention, but strong
sexual ad imagery may make consumers less likely
to - Buy a product (unless product is related to sex)
- Process and recall ads content
42Humorous Appeals
- Specific cultures have different senses of humor
- Overall, humorous ads do get attention
- Funny ad as source of distraction
- Inhibits counterarguing, thus increasing message
acceptance
43Humorous Appeals (Contd)
- Humor is more effective when it
- Doesnt swamp message of clearly defined brand
- Doesnt make fun of potential consumer
- Is appropriate to products image
44Fear 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
- Not all threats are equally effective at inducing
a fear response - The strongest threats are not always the most
persuasive
45Message as Art Form
- Marketers as storytellers (allegory)
- Using literary devices to communicate product
benefits/meanings - Metaphor (A is B)
- Similie (A is like B)
- Resonance play on words with picture
- Pepsi ad This year, hit the beach topless with
a Pepsi bottle cap lying on the sand (see Table
8.3 for full list of examples)
46Discussion
- Think of examples of ads that rely on the use of
metaphors or resonance - Do you feel these ads are effective?
- If you were marketing the products, would you
feel more comfortable with ads that use a more
straightforward, hard-sell approach? Why or
why not?
47Forms 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)
48Source vs. Message
- What is said, how its said, and who says it
- Which aspect has most impact on consumer
attitudes? - The answer seems to be related to variations in a
consumers level of involvement
49ELM 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 - Highly involved consumers look for steak
- Strong message arguments
- Those less involved look for sizzle
- Packaging colors/images, celebrity endorsers