Week 3 Flashcards
What is the tri (3) component of attributes
Cognitive (thinking) – A person’s beliefs about an object or issue
Affective (feeling) – A person’s feelings and emotions
Conative (behaving) – A person’s behavioral tendency towards an object
what is persuasion
o Changing a consumers’ beliefs, attitudes, and/or behaviors
o Dependent on the source, the message peripheral cues, channel cues, and the receiver’s involvement
define a ‘source’
A person, group, organisation or label that delivers a message (e.g. commercial, endorser and friends)
define a ‘message’
The meaning / symbolic expression of what the source intends to communicate (e.g. Ferrari = quick and expensive)
define a ‘message channel’
– The path of the message as it moves from source toreciever (e.g. tv, radio, magazine, salesperson)
define ‘noise’
Extraneous and distracting stimuli that interferes with the reception of a message in it’s pure and original form, noise occurs at all stages of the communication process
explain the Elaboration likelihood model (elm) (thinking):
Represents the prospect that a message receiver will think about a message and react to it by comparing it with his or her pre-existing thoughts and beliefs regarding the product category: the advertising brand and perhaps, competitive brands
o The process where consumers extend their thinking about a message when they are highly involved in a product (e.g. thinking about cars when need a new one)
Involvement – How pertinent a product is to the wants and values of a consumer
Motivation / involvement – Price, identity, importance, personality attend and process
Opportunity – time, amount of exposres
Ability – Message is clear
If you are elaborating (e.g. thinking) then you are utilizing the
central route processing
o Paying attention to central details
o Think about the message
o Evaluate the strength of the message
o Generate supportive arguments and counter arguments
o High elaboration = strong bullshit detector
Even in categories with high motivation, opportunity, and ability - this doesn’t
necessarily lead to high elaboration
o People may have decided on a brand and thus still can opt to not elaborate
o The importance of brand equity and
consistent, clear, messaging
Why don’t people elaborate?
Thinking (e.g. elaborating) is hard and time consuming. We conserve it for when decisions are important
• When we aren’t elaborating, then we tend to be more influenced by peripheral cues (e.g. peripheral route processing).
Even people who are elaborating are also influenced by peripheral cues
Peripheral Cues:
Mood • Source • Background aesthetics and associations • Music, Motion, Intensity of stimuli • Many (vs. few) arguments
explain the ‘central route’
Central route = High elaboration (thinking) likelihood
• High involvement, motivation, ability, and opportunity
• Receiver focuses on message arguments rather than peripheral cues
• Receiver wants information
• Receiver will be sceptical of weak arguments
• Emotional appeals can be very effective under high
elaboration because they may vicariously put themselves into the ad
To say that consumer are processing via the central route simply means the consumers are focusing relatively more on the ‘message arguments’ rather than on the peripheral cues
explain the ‘peripheral route’
Peripheral route = Low elaboration likelihood
• Low involvement, motivation, ability, and opportunity
• less skeptical of weak arguments
• Receiver focuses on peripheral cues (music, attitude to the ad, how the ad makes them feel)
• Source credibility and attractiveness are important
• Peripheral cues are associated with the brand/product
• Conditions people to see the brand/product favorably
To say that consumers are processing via the peripheral route, simply means that consumers are focusing relatively more on the peripheral cues rather than on the ‘message arguments’
Persuasion under high elaboration is dependent on the strength/quality
of the message
Weak arguments can backfire
because:
o Results in consumer counter-arguments
o One of the reasons that beer/soda companies don’t advertise as the
o “best tasting beer” or “best tasting soda”
o Consumers who already agree/disagree will generate their own
o supportive arguments (not going to change their minds = polarized)
o Motivated reasoning and attitude polarization
explain message based persuasion
- Change beliefs about the product or brand (e.g. Volvo = safe)
- Influence the importance of the outcome
- Introduce a new outcome that is strongly associated with the brand (e.g. swisse)
explain the components of ‘endorser attributes’
TEARS
Trustworthiness – believable and dependable
Expertise –skills / knowledge related to the product
(connection with the product e.g LeBron and Nike shoes
Attractiveness – pleasant to look at
Respect – being admired due to their accomplishments
Similarity – being similar to audience
what is the balance theory (halo effect)
observer (jay)
Person (tiger)
Object (nike)
How might you increase Motivation, Opportunity, and Ability?
Motivation (to attend)
Appeal to consumer needs
• Use Novel Stimuli
• Use intense cues (loud music, colourful ads)
• Use motion
o Appeal to consumer interests (e.g. relevance to consumers)
o Enhance curiosity about the message (e.g. two sided messages)
Opportunity:
Repeat core message with AD
Repeat the ad/message on multiple occasions
• Keep the message clear, consistent, and compelling (reduce time to process)
• Utilize channels that are conducive to greater processing time
Ability: Provide context (e.g. couple words with pictures) Embed within knowledge structures (e.g. form associations using similes, metaphors, demonstrations)
explain channel factors
Different Channels (TV, Radio, Print, Snapchat, Salespeople etc.) have different strengths and weaknesses related to: • Personal vs. Non Personal nature • Mood • Processing Time • Activating Knowledge Structures • Creating Brand Benefits
Explain ELM and emotion
High involvement doesn’t mean that emotion has little to no effect
• Emotional appeals have a greater effect with high involvement because
• People vicariously put themselves into the commercial
• People relate to the product and people in the commercial
• People empathically experience positive emotions
Fear: motivates consumers to process information and to take action
o Most effective when a solution is presented and the source is credible
Humor:
Attracts attention
o Increases liking of the ad and subsequently the associated product/brand and the brand benefit
o Doesn’t necessarily effect comprehension, source credibility, or persuasion of the message
o Dependent on the brand/product
Guilt:
Motivates individuals to undertake responsible action
Messages tends to suggest an action that can be taken to relieve feelings of guilt
Sex in advertising:
o Captures attention
o Can increase or decrease liking
o Mixed evidence of effectiveness, tends to be only effective when relevant
automatic influences on persuasion
reciprocity:
severed get larger tips when giving a mint
Authority:
Higher trust to those in authority
realestate admin introduces realtors with their credentials = rise in bookings
Liking:Like people who are similar, compliment and work with us to achieve common goals
Consensus (social norms) e.g. hotels highlight benefits to environment of re-using towels
“75% of people who have stayed in this room have reused their towel” = 33% increase in reuse
Scarcity:
concord sales jumped when it was announced it would be cancelled
Consistency:
Developing effective message stratergies
Functional orientation:
unique selling proposition
Symbolic experiential orientation:
Brand image
Resonance
Emotional
Category Dominance:
Generic
pre emptive
Understand the main needs, wants and values of your customer and communicate how your product/ brand fills them (better than other competing brands)
