Chapter 8: Attitude Change

Question 1

• Persuasion

Answer 1

o an active attempt to change consumers attitudes

Question 2

way to change attitude (persuade)

Answer 2

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

Question 3

consumption model

Answer 3

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

Question 4

traditional communication model

Answer 4

mass communication
customers are passive

source , message, medium, cutomers, feedback
encoding
transmission
decoding

Question 5

updated view: interactive communications

Answer 5

• permission marketing
• customers are active
• sender to medium to recover

Question 6

problem with traditional model

Answer 6

message is perishable model does not account for 2 way communication

Question 7

permission marketing

Answer 7

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

Question 8

customer co creationń

Answer 8

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

Question 9

levels of interactive response

Answer 9

• 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

Question 10

Source credibility

Answer 10

• : The perceived expertise, objectivity, and trustworthiness of the message source

Question 11

Source biases:

Answer 11

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”

Question 12

Native advertising: digital

Answer 12

messages designed to blend into the editorial content of the publications in which they appear

Question 14

• Hype vs buzz

Answer 14

o Advertising, overt, corporate, fake, skepticism
o Word of mouth, covert, grassroots, authentic, and credibility

Question 15

Source attractiveness

Answer 15

• refers to the sources perceived social value
• Physical appearance, similarity to self, personality, social status

Question 16

o Match up hypothesis:

Answer 16

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?

Question 17

should we choose the most famous person

Answer 17

 Q rating (quality score) takes many aspects into account, higher fame does not equal a higher Q score

Question 18

o Issues with celebrities

Answer 18

 Getting into trouble and people making bad association with the brand
 Celebrities getting caught with other brands can lead to conflicts

Question 19

how to protect from celebrities

Answer 19

 Have termination agreement in contract
 Diversify and have multiple people in sport

Question 20

if celebrity endorsement goes bad okay because the

Answer 20

 The sleeper effect
* Attitude change due to + or - sources become similar over time
o People recall brand message better over time

Question 21

Non-human endorsers

Answer 21

• 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

Question 22

should we use pictures or words

Answer 22

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

Question 23

How should we structure the arguments

Answer 23

o 2 sided messages
 Both + and – information (drinking or smoking)

Question 24

Should we compare ourselves to competitors

Answer 24

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?

Question 25

Should we repeat the message

Answer 25

Two factor theory
 If shown over and over again worn-out and creates boredom

Question 26

types of message appeals

Answer 26

emotional vs rational
humorous
sex
fear

Question 27

what matters more source or message

Answer 27

depends on level on involvement

Question 28

elaboration likelihood model

Answer 28

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