4.2. Message Appeals Flashcards
Message Appeal Choices
- appeal to logical, rational minds of consumer
- appeal to feelings and emotions
- appeal to both
Elaboration Likelihood Model
focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
Elaboration Likelihood Model - routes to attitude change
- central route
- peripheral route
Elaboration Likelihood Model - central route
ability and motivation to process a message is high and close attention is paid to message content
Elaboration Likelihood Model - peripheral route
ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
peripheral cues
- pictures
- endorsers
central cues
- ad messages
- product features
which media for rational appeal
print media
who uses rational appeals
b2b advertisers
for what are rational appeals well-suited
complex and high involvement products
rational appeal example
LG Steam Closet
Basis emotional appeals
- consumers ignore most ads
- rational ads go unnoticed
- emotional ads can capture attention
emotional appeal - key for what
developing brand loyalty
emotional appeals use … processing route
peripheral
emotional appeals work well when…
tied to other appeals
example emotional appeal
father son washing machine LG; pampers mother with baby
emotional vs cognitive responses
emotional responses do not need to be learned because they are automatic => occur naturally
why is testing an emotional aspect of an ad challenging
-there may be a different emotional response in a research setting than at home
- many people arent comfortable reporting their emotions
humor appeals
- effective way to attract and hold attention
- put consumer in positive mood
- can wear out once the consumer gets the joke or punch line
- for humor to work, other emotions must be elected as well
does humor have to be product-relevant?
- Yes for informational advertising
- no for transformational advertising
why does humor in informative advertising have to be product-relevant
- every element of the ad must support main selling point
- but, humor should not distract from the main point => otherwise wrong info may be learned
why doesnt humor in transformational advertising have to be product-relevant
- irrelevant humor can be useful in helping to get the viewer to like the ad
- that positive feeling can transfer to the brand
humor appeals examples
fear appeals
evoke an emotional response of danger and arouses individuals to take steps to remove the threat
=> may stress physical danger (drinking, drugs) or social rejection (mouthwash, deodorant)
Message processing of threatening information
- danger control: stimulate actions to cope with danger (ex: buying more insurance)
- fear control: stimulate the dire consequences of noncompliance with the message (ex: loosing house in fire, dying of lung disease)
fear appeal example
Moldy whopper, drunk driving
Do “threat” messages stimulate persuasion?
- has both facilitating and inhibiting effects
- can backfire if level of threat is too high
fear appeal and message acceptance
graph
sex appeals
- increase attention
- more interesting
- strong feelings about ad
- brand recall might be lower
- often interferes with message comprehension
sex appeals example
- axe
- abercrombie
using decorative models
- improves ad recognition, but nor brand recognition
- influences emotional and objective evaluations of product among male and female audiences
- higher purchase intention when product is sexually relevant
- attractive models produce higher attention
decorative models examples
dove, “selfie talk”, “real beauty sketches”
