Consumer Persuasion and reference group Flashcards
What is communication?
the transmission of a message from a sender to a receiver via a medium/channel, where the sender received communication feedback, which alerts the sender as to whether the intended message was received
What is the designing persuasive messages?
establish the promotion objective>pin down your key message>select the appropriate channel>encode the message
Explain each of the designing persuasive message.
establish the promotion objective-what do you want to achieve at the end of the promotion?
pin down your key message-What is the main thing you wish to communicate the target audience?
select the appropriate channel-Where do you want to communicate the message?
encode the message -how to communicate the message? and design your message in a way that is persuasive.
What are the encoding techniques?
image-simple messages,easy to understand
text-situation where consumers need more information
-new product, complex product,cognitive decision making (high involvement + utilitarian needs
What are the 2 for message framing?
- positive message framing, focus on the benefits gained using the product
- negative message framing, stress the benefits lost by not using the product
When is negative framing effective?
consumers with low need for cognition
consumers with less time/opportunity to process information
products that enable early detection/prevention of diseases
What is one-sided message and two-sided message?
one-sided message-focus on the brand only
two-sided message-compare with competitors to show product superiority
What are 2 order effects?
- primacy,rmb first
- recency, rmb last
What are the encoding techniques?
- image vs text
- message framing
- one sided vs two sided message
- order effect
What are the 3 advertising appeals?
- fear appeal
- humour appeal
- sexual appeal
What is fear appeal?
commonly used to discourage certain negative behaviour
What is humour appeal?
effective for attracting attention and enhance liking of the brand/product
What are the key considerations of humour appeal?
humour used must be relevant
more effective for existing product than new product
more effective for low involvement purchase
What is sexual appeal?
the use of sexual appeal attracts attention by appealing to two psychological construct:
sexual self schema
sensation seeking
What is the key consideration of fear appeal?
not too much disgust or fear
repetitive advertising to enhance effectiveness
