Chapter 8: Attitude Change Flashcards
- Persuasion
o an active attempt to change consumers attitudes
way to change attitude (persuade)
Reciprocity:
more likely to give if they receive something first
Scarcity: items become more attractive when they are less available
Authority: we tend to believe an authoritative source much more readily
Consistency: people try not to contradict themselves
Consensus: we often take into account what others are doing before we decide what to do
consumption model
framework for specifying that a number of elements are necessary for communication to be achieved, including a source (spokesperson), a message, a medium (television, social media, magazine etc), customers and feedback
traditional communication model
mass communication
customers are passive
source , message, medium, cutomers, feedback
encoding
transmission
decoding
updated view: interactive communications
- permission marketing
- customers are active
- sender to medium to recover
problem with traditional model
message is perishable model does not account for 2 way communication
permission marketing
first asking consumers to indicate interest in receiving information about a product or service to ensure they will pay attention to the promotional messages they will then receive if they agree
customer co creationń
when consumers are highly involved in a product and share their opinions with manufacturers (Nike ID, Subway) leads to innovative solutions, and greater customer engagement
levels of interactive response
- First order response: immediate decision to purchase
o ex: Instagram ads or tv infomercials - Second order response: does not product an immediate decision to buy
Source credibility
- : The perceived expertise, objectivity, and trustworthiness of the message source
Source biases:
Source biases: perceptions of objectivity
o Knowledge bias: question source’s knowledge
o Reporting bias: question source’s willingness to convey accurate information (could be due to a financial benefit) called a “hired gun”
Native advertising: digital
messages designed to blend into the editorial content of the publications in which they appear
- Hype vs buzz
o Advertising, overt, corporate, fake, skepticism
o Word of mouth, covert, grassroots, authentic, and credibility
Source attractiveness
- refers to the sources perceived social value
- Physical appearance, similarity to self, personality, social status
o Match up hypothesis:
the theory that the dominant characteristics of a product should match the dominant features of the communications source. is there a level of fit between the endorser and the product that they are endorsing, and is it a good fit in the market
Between celebrity and product
Between celebrity and target audience: does this make sense?
should we choose the most famous person
Q rating (quality score) takes many aspects into account, higher fame does not equal a higher Q score
o Issues with celebrities
Getting into trouble and people making bad association with the brand
Celebrities getting caught with other brands can lead to conflicts
how to protect from celebrities
Have termination agreement in contract
Diversify and have multiple people in sport
if celebrity endorsement goes bad okay because the
The sleeper effect
* Attitude change due to + or - sources become similar over time
o People recall brand message better over time
Non-human endorsers
- Because humans are humans and make mistakes, sometimes marketers will go with mascots or other alternatives (example is the M and M characters)
- Spokescharacters: animated characters created by a brand to help position the brand and promote a particular brand image
o Boost viewers recall of claims and yield higher brand attitudes
should we use pictures or words
o Says a thousand words but not good at facts
o Verbal elements are more effective when reinforced with an accompanying picture
o Verbal message is more appropriate for high involvement situations
How should we structure the arguments
o 2 sided messages
Both + and – information (drinking or smoking)
Should we compare ourselves to competitors
Comparative advertising: a strategy in which a message compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes
Source derogation: viewing the source of a marketing message negatively
o Types of message appeals the company should be adopting?
Should we repeat the message
Two factor theory
If shown over and over again worn-out and creates boredom
types of message appeals
emotional vs rational
humorous
sex
fear
what matters more source or message
depends on level on involvement
elaboration likelihood model
take the approach based on two dimensions
With high involvement: central route - likelihood of elaboration is high
`With low involvement: peripheral route -likelihood of elaboration is low
- Marketing message: some people question it(central route), and some people believe it
