Chapter 8 Flashcards
Attitude Change and Interactive Communication
Define Persuasion
An active attempt to change attitudes about a product, service, issue or person.
What are the 5 basics of persuasion?
- Reciprocity
- Scarcity
- Authority
- Consistency
- Consensus
Reciprocity
Giving is more likely after receiving.
Scarcity
Something is more attractive if it is less available.
Authority
We believe an authoritative source more readily.
Consistency
We try not to contradict ourselves.
Consensus
We take into account the attitudes of others.
What is PKM?
Persuasion Knowledge Model.
Elements of PKM
- Target, agent, persuasion attempt, persuasion episode, persuasion coping behaviours.
- Persuasion knowledge, agent/target knowledge, topic knowledge.
Interactive response levels
A response can be more than just a purchase or transaction.
- first-order response: transaction
- second-order response: non-transaction customer feedback
The source
Often is spokesperson in an ad, may be chosen because they are an expert, famous, or a typical consumer.
What makes a good source
Credibility and attractiveness.
Source credibility
Source has perceived expertise, objectivity, or trustworthiness.
Source attractiveness
Utilizing a movie star, supermodel, or stand-up comedian.
Source versus product
Utilitarian products to utilize experts: oral ads with dentists, drug ads with doctors.
For social products they ought to utilize celebrities: movie stars in perfume ads.
For every day products you ought to use the typical consumers: swiffer and tide with parents or normal people in their ads.
Source bias
Consumer beliefs about a product can be weakened by a source perceived to be biased.
The sleeper effect
Overtime dislike or untrustworthy sources can still get a message across, consumers forget about the negative source while changing attitudes.
Hype and buzz
Hype: is created through advertising, it is more over, usually generated from a more corporate perspective, could be faked for an advertising campaign, and is often subject to scepticism.
Buzz: is usually generated through word-of-mouth, is far more covert or unintentional, usually tied to grassroots campaigns, deemed more authentic, and more credibility.
Source attractiveness
The perceived value of a source:
- physical appearance
- personality
- social status
- similarity
How to send the message
Visual images have big emotional impact.
Verbal messages have high involvement situations.
Repetition
Repetition has dual impact, it has an effect on emotions and on cognition/beliefs.
“Familiarity breeds liking”
“If it rings, well, it must be true”
One-sided messages
Present only positive information.
Two sided messages
Present positive and negative information.
This can make the message more credible and reduce counter arguments. It also adds to source credibility. This works well with well, educated and not-yet-loyal audiences.
Comparative advertising
The message compares two or more recognizable brands on specific attributes.
However, do not just say it’s better than believing brand without additional information, nor compare it to an obviously superior competitor.
Indirect comparative message
Offer comparison with unnamed competitors
Direct comparative message
Name an attack competitors
Humour versus sex
Humour: increases liking of the ad and brand, more appropriate for low involvement off, but can be a source of distraction.
Sex: evokes arousal, excitement, but also embarrassment.
Fear appeals
Emphasize the negative consequences that can occur unless the consumer changes their attitude or behaviour.
Types of story presentation in commercials
- lecture: speech in which the source speaks directly to the audience.
- drama: story that draws us into the action
High involvement
Offer meaningful arguments as to why your brand superior
Low involvement
Instead of using complex arguments about your brand, make your advertising likeable in some way.
