communication and persuasion Flashcards
general communications objectives
- build category wants
- create brand awareness
- enhance brand attitudes
- influence brand purchase intention
- facilitate purchase
communications process
communications : creating a shared understanding between a sender and receiver
Encoding : process of putting thought into symbolic form (eq. words, sentence structure, symbols, non-verbal cues)
Decoding : process of transforming message symbols back into thought
elements in the communication process
- source ( marketing communicator)
- communication objective (awareness, image, influence behavior)
3.message (advertisement, pop displays) - message channel (media)
- receiver (target audience)
- communication outcome (brand awareness, attitude change, brand associates, behavior, etc)
- feedback
semiotics
- the study of meaning and meaning-producing events
- meaning : a constructive process that is determined as much by the communicators as by the receivers of the message (internal responses when presented with a sign, stimulus, or object)
sign and socialization meaning
sign : represents something to someone in a given context
socialization : process by which people learn cultural values, form beliefs, and become familiar with “physical cues” representing these values and beliefs
forms of meaning
denotative : exact
connotative : implied
structural : only a sign to sign relationship (straightforward)
contextual : description of signs
signal
the product is a cause or effect of something else
symbolic relationship
simile : comparison using “like” or “as”
metaphor : direct, not using “like” or “as”
allegory : equates objects in a narrative with meanings lying outside narrative, ex, M&M
consumer processing model (CPM)
behavior is seen as rational, highly cognitive, systematic, and reasoned
hedonic, experiential model (HEM)
driven by emotions in pursuit of “fun, fantasies, and feelings” 3F
- CPM and HEM exist on a continuum
McGuire’s 8 stages of information processing
- exposure to information : consumers come in contact with the marketer’s message (enhanced through familiarity)
- selective attention : involuntary, non-voluntary, voluntary, no-attention
- comprehension : understanding and creating meaning out of stimuli and symbols
factors: expectations, context, needs, personality, attitudes, mood - agreement :
- retention in memory : memory factors
- retrieval
- consumer decision-making
- action
factors accounting for attention selectivity
- stimulus intensity (sound, color, smell)
- novel stimuli (adaptation theory) : things stand out from their usual environment
- past experience : rewards/reinforcement
- needs : basic and hedonic
- expectations : product interest
- values : families, culture
agreement depends on
1.whether the message is credible and the quality of arguments
2. whether the information is compatible with the values that are important to the consumer
attention
- involuntary : an individual reacts to
a loud noise even when the source of the noise
holds little, if any, personal relevance. - non-voluntary : spontaneous
attention, in which the Tesla ad might offer
potential interest—but not prior or willful interest, as found in voluntary attention - voluntary : hold a high level of involvement or relevance to their interests
- non-attention : product has little relevance to them
comprehension
perceptual encoding : process of interpreting stimuli
- feature analysis (1st stage): receiver examines basic features of a stimulus
- active synthesis (2nd stage) : goes
beyond merely examining physical features.
The context or situation in which information is received plays a major
role in determining
what is perceived and
interpreted
miscomprehension
Miscomprehension of marcom messages
occurs primarily for three reasons:
(1) messages are
themselves sometimes misleading or unclear,
(2) consumers are biased by their own preconceptions and
thus “see” what they choose to see, and
(3) processing of
advertisements often takes place under time pressures
and noisy circumstances.
elements of memory
Multiple store approach
- sensory stores (SS) : information is rapidly lost unless attention is allocated to the stimulus
- short-term memory (STM) : limited processing capacity, information not thought about or rehearsed will be lost in 30 seconds or less.
- LTM : a virtual storehouse of unlimited information. Information in LTM is organized into coherent and associated cognitive units, which are variously
called schema, memory organization packets, or knowledge structures. The marketer’s job is to provide positively valued information that consumers will store in LTM
learning
definition : changes in the content or organization of information in a consumer’s long term memory
learning types
1. strengthen present linkages
2. establish new linkages
3. generalize linkages
4. adjust competitor’s linkages
5. move closer to “ideal” linkage
low involvement learning
1) motivational drive
2) cue
3) behavior
search and retrieval of information
- concretizing : providing concrete examples
- imagery : visualization of a concept or relationship
- dual-coding theory : Pictures and visuals
(versus words) are better
remembered because
pictures are able to elicit
mental images.
consumer-decision making
- affect referral (low involvement) : individual calls from memory his or
her attitude, or affect,
toward relevant alternatives and picks that
alternative for which
the affect is most
positive. - compensatory heuristics (high involvement) :
for a given alternative (e.g., college), the strength of one attribute (e.g., education) offsets (or
compensates for) the
weakness of another
attribute (e.g., social
life). - non-compensatory heuristics :
- conjunctive : The consumer establishes minimum cutoffs (e.g., a “7” out of
“10”) on all attributes
considered.
- disjunctive : for a product to be
considered, it only has
to meet or exceed the
minimum cutoffs on
just one attribute. - lexicographic : attributes are
first ranked, then the
alternative that is the
best on the highest
ranked attribute is
selected.
- phased strategies (combination of heuristics)
attitude
A general
and somewhat enduring positive or negative
feeling toward, or
evaluative judgment of,
some person, object,
or issue.
attitude components and hierarchy of effects
3 components of an attitude
1. cognitive (knowledge, thoughts, beliefs)
2. affective (feelings, evaluation)
3. conative (behavioral intentions)
hierarchy of effects models
1. learning (high involvement) hierarchy : cognition - affect - conation
2. low involvement : minimal cognition - conation - affect
predicting behavior from attitudes : TACT, direct vs indirect
target, action, context, and time
6 tools of persuasion influence
- reciprocation : samples, gifts, sincerity
- commitment and consistency
- social proof
- liking
- authority
- scarcity
5 important persuasion factors
- message strength : clear, logical, creative
- peripheral cues : external factors
- receiver involvement : personal relevance or interest
- receiver initial position : attitude, belief
- communication modality : deliver message
