4.2. Message Appeals

Question 1

Message Appeal Choices

Answer 1

• appeal to logical, rational minds of consumer
• appeal to feelings and emotions
• appeal to both

Question 2

Elaboration Likelihood Model

Answer 2

focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

Question 3

Elaboration Likelihood Model - routes to attitude change

Answer 3

• central route
• peripheral route

Question 4

Elaboration Likelihood Model - central route

Answer 4

ability and motivation to process a message is high and close attention is paid to message content

Question 5

Elaboration Likelihood Model - peripheral route

Answer 5

ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

Question 6

peripheral cues

Answer 6

• pictures
• endorsers

Question 7

central cues

Answer 7

• ad messages
• product features

Question 8

which media for rational appeal

Answer 8

print media

Question 9

who uses rational appeals

Answer 9

b2b advertisers

Question 10

for what are rational appeals well-suited

Answer 10

complex and high involvement products

Question 11

rational appeal example

Answer 11

LG Steam Closet

Question 12

Basis emotional appeals

Answer 12

• consumers ignore most ads
• rational ads go unnoticed
• emotional ads can capture attention

Question 13

emotional appeal - key for what

Answer 13

developing brand loyalty

Question 14

emotional appeals use … processing route

Answer 14

peripheral

Question 15

emotional appeals work well when…

Answer 15

tied to other appeals

Question 16

example emotional appeal

Answer 16

father son washing machine LG; pampers mother with baby

Question 17

emotional vs cognitive responses

Answer 17

emotional responses do not need to be learned because they are automatic => occur naturally

Question 18

why is testing an emotional aspect of an ad challenging

Answer 18

-there may be a different emotional response in a research setting than at home
- many people arent comfortable reporting their emotions

Question 19

humor appeals

Answer 19

• 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

Question 20

does humor have to be product-relevant?

Answer 20

• Yes for informational advertising
• no for transformational advertising

Question 21

why does humor in informative advertising have to be product-relevant

Answer 21

• 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

Question 22

why doesnt humor in transformational advertising have to be product-relevant

Answer 22

• irrelevant humor can be useful in helping to get the viewer to like the ad
• that positive feeling can transfer to the brand

Question 23

humor appeals examples

Question 24

fear appeals

Answer 24

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)

Question 25

Message processing of threatening information

Answer 25

• 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)

Question 26

fear appeal example

Answer 26

Moldy whopper, drunk driving

Question 27

Do “threat” messages stimulate persuasion?

Answer 27

• has both facilitating and inhibiting effects
• can backfire if level of threat is too high

Question 28

fear appeal and message acceptance

Answer 28

graph

Question 29

sex appeals

Answer 29

• increase attention
• more interesting
• strong feelings about ad
• brand recall might be lower
• often interferes with message comprehension

Question 30

sex appeals example

Answer 30

• axe
• abercrombie

Question 31

using decorative models

Answer 31

• 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

Question 32

decorative models examples

Answer 32

dove, “selfie talk”, “real beauty sketches”