ELM & Message Design Flashcards
Peter Drucker (1909 - 2005)
A product is not quality because it is hard to make and
costs a lot of money, as manufacturers typically believe.
This is incompetence. Customers pay only for what is of
use to them and gives them value. Nothing else
constitutes quality.
Human needs
Biogenic needs - Food, water, warmth, shelter, sleep, sex Psychogenic needs - Being appreciated - Being important - Control and predictability - Cultural values
Who came up with List of Values (LOV)
Milton Rokeach
How are basic human psychogenic needs
manifest in the marketplace?
- Need for control/power
- Need for affiliation
- Need for uniqueness
- Need for predictability
Two important types of values are used in marketing messages
Terminal Values: The desired end-state
- A comfortable life, adventure, self-respect, freedom,
affirmation, love
Instrumental Values: The values necessary to
achieve the desired end-state
- Ambitious, hard-working, creative, kind, independent, risk seeking, productive
What is Means End Chains
Research technique
“laddering” technique
What is the goal of Means End Chains
to identify deep motivational force
behind consumer’s value of attributes
What are 3 possible reactions to Fear Appeals:
Action or Denial or Reactance
What are 3 possible Aspirational Appeals
- Information: What is possible?
- Motivation: A person who looks like me (loosely!) is achieving this.
- People see themselves in a highly optimistic light.
When is Aspirational Appeals important
This analysis is especially important when
products enter new global markets…
What is Consumer Involvement?
The motivation to process product related
information
Differs based on
- Product category
- Individual tastes/
Two distinct routes to persuasion based on
the recipient’s current involvement?
- CENTRAL
- PERIPHERAL
Elaboration Likelihood Model
Two distinct routes to persuasion based on
the recipient’s current involvement
- CENTRAL à High Involvement
- PERIPHERAL à Low Involvement
Use experts in —- involvement media
High
Use “affective” endorsers in — involvement
media
Low
