Attitude Change Flashcards
What is persuasion?
Effectiveness of marketing communications to change attitudes
What are the strategies of persuasions
Consistency, scarcity, authority, reciprocity, liking, consensus
What is the traditional communication model
Organization-> message-> medium-> consumer
What is the updated communication model?
Sender-> communication medium-> receiver
(Organization and the consumer can be sender of the message)
What is a first order response?
Direct marketing, transaction and sales
What is a second order response
Non-transaction, customer feedback
What is the source effect?
Same words but said by different people can have very different effects
What makes a good source?
Credibility and attractiveness
What is a source bias?
Consumer beliefs about product can be weakened by a source perceived to be biased
What is hype?
Inauthentic message generated by corporate propaganda
What is buzz?
Authentic message generated by customers
What is the most important attribute of the message of an advertisement?
Stressing unique product attribute/benefit
What are the positive and negatives of the message in an ad?
Positive :
- showing convenience of use
-showing new product/improved features
-casting background
-indirect comparison to other products
Negatives:
- extensive information on components, ingredients, nutrition
-outdoor setting
-large number of onscreen characters
What is vividness in a message
Powerful description/graphics command attention and are strongly embedded in memory
Concrete discussion of product attribute
When should you draw an explicit conclusion for the consumer?
Arguments are hard to follow or consumer’s motivation are lacking
New product on the market
When should the ad use emotional appeal
When customer find no differences among brands especially in mature well established brands
When is it better for ‘rational’ ads
Conventional ad effectiveness measures may not be effective in assessing emotional ads
What is sex appeal
Nude models generate negative feelings/tension among same-sex consumer
Erotica ads draw attention, but strong sexual imagery may make consumers less likely to
- buy product
- process and recall ad’s content
What is the humorous appeal
Different cultures have different humours
Humorous ads get attention because:
- source of distraction
- inhibit counter-arguing, increase message acceptance
What is fear appeal?
Emphasize negative consequence that can occur unless consumer changes behaviour/attitude
Common in social marketing
Most effective when:
- threat is moderate
- solution to problem is presented
- source is highly credible
Strongest threats are not always the most persuasive
What is comparative advertising
Message compares two recognizable brands on specific attributes
An ad for new product should not
- merely say it is better than leading brand
- compare itself to an obviously superior competitor
What impacts the consumer’s level of involvement?
The activation of different cognitive process when a message is received (peripheral and cental route)
What is the central route of elm?
High involvement processing
When the message is heavy in information
Swayed by powerful arguments
What is the peripheral route of elm?
Low involvement processing
Swayed by attractiveness
