8 Persuasion Flashcards
Attitudes
- Initiator
- Component (Affective - Cognitive - Behavioral)
- Component Manifestation (Emotions - Beliefs about attributes - Customer Behavior about attributes)
- Attitute (overall orientation towards obj)
Multi Attibute model
A = sum (B * I)
A = attitude consumer towards brand B = belief of customer of extent to which the brand product posess an attribute I = importance weight given to attribute of brand
Attitude Formation
- Consistency Principle
- Self-Perception Theory
- Balance Theory
Persuasion
Persuasion is the active attempt to change attitudes
Dilution Effect
More important the quality of an argumentation than the quantity
-> The repetition of ads doesn´t reinforce the positive effect but only auments the negative aspects of ads for the customers
Communication Elements
Sender -> Communication Medium <- Receiver
Source Credibility
a communicator’s expertise, objectivity, or trustworthiness
- Discaimer
- Fake News
- Sleeper Effect
- Native Advenrtisement
- Knowledge Bias
- Reporting Bias
The Source
Source Attractivenes
Star Power
Spokescharacters
The Source
Source Attractivenes
Star Power
Spokescharacters
The Message
Pictures vs. Words
Repetition
Structure of the Argument
Comparative Ads
Message Appeals
Emotional vs. Rational
Sex Appeals
Humor Appeals
Fear Appeals
Elaboration Likelihood Model
Communication ->
- -> High involvement -> Cognitive Response -> Change in Attitude / Beliefs -> Change in Customer Behavior
- -> Low Involvement -> Belief Change -> Change in Behavior -> Change in Attitude
Summary Persuasion
Now, You Know…
…that attitudes have a cognitive, affective, and behavioral component
…we form attitudes in several ways
…how marketers try to change our attitudes