1. Chapter 8 Attitude Change andInteractive Communications

2. Changing Attitudes Through Communication

Persuasion: effectiveness of marketing communications to change attitudes

What influences people to change their minds or comply:

Reciprocity Scarcity Authority Consistency Liking Consensus 3. Changing Attitudes

Principles of Persuasion

• Reciprocity

• • My sister put a lot of effort into buying her brother a birthday present. He was not sufficiently enthusiastic about it and so she decided to spend more time on her own rather than 'being ignored' by him.

• Scarcity

• Authority

4. ScarcityBMW 5. ScarcityBMW 6. Model as Authority in Ad 7. Product/Brand as Authority in Ad 8. Changing Attitudes

Principles of Persuasion

• Consistency/ Commitment

• Liking

• Consensus

9. ConsistencyStill Shaving Like a Man? 10. CommitmentWild Animal Protection 11. CommitmentFedEx 12. CommitmentFedEx 13. LikingBMW 14. LikingPerrier 15. Consensus 16. Assignment

Imagine you work at an advertising agency in Austin.You have been asked to develop an ad for the Dont Mess with Texas anti-litter campaign.

Develop an ad or headline that uses one of the principles of persuasion.

17. Tactical Communications Options

Who will be source of message?

How should message be constructed?

What media will transmit message?

What target market characteristics will influence ads acceptance?

18. Traditional Communication Model

Communications model: a number of elements are necessary for communication to be achieved

Figure 8.1 19. Interactive Communications

The traditional communications model doesnt tell the whole story

• Consumers have many more choices available and greater control to process messages

20. Interactive Communications

Consumers have many more choices available and greater control to process messages

Permission marketing: marketer will be much more successful in persuading consumers who have agreed to let him try

Sony Metreon Video

21. Uses and Gratifications Theory

Consumers are active, goal-directed, and draw on mass media to satisfy needs

Media compete with other sources of entertainment and information

• Advertising = entertainment, escaping, play, self-affirmation

• • Media play both positive and negative role

22. Updated Communications Model

Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet

Figure 8.2 23. New Message Formats

M-commerce (mobile commerce): marketers promote goods and services via wireless devices

Blogging: people post messages to the Web in diary form

New forms of blogging:

• Moblogging

• Video blogging (vlogging)

• Podcasting

• RSS (Really Simple Syndication)

• Flogs (fake blogs)

• Twittering

24. The Source

Source effects: the same words by different people can have very different meanings

A sourceoften a spokesperson in an ad may be chosen because s/he is expert, famous, attractive, or a typical consumer

What makes a good source?

• Source credibility: a sources perceived expertise, objectivity, or trustworthiness

• Source attractiveness: movie star, super model

• • Very Irresistible Givenchy 2009 - Liv Tyler

• • • http://www.youtube.com/watch?v=NEpXpDUQo2s

25. Source Credibility

A sources perceived expertise, objectivity, or trustworthiness

• Consumers beliefs that communicator is competent and provides credible information

• • Top ChefTom Colicchio Diet Coke

• • • http:// www.youtube.com/watch?v =q1aHcrjDDTs

Credible source is persuasive when consumer has formed no opinion about product

26.

• Lipitorad

What cues does this Lipitor ad use to show source credibility? 27. Source Credibility

Reputation influences credibility

Consistency influences credibility

• Prisoner argues that justice system is too lenient

• Two-sided messages

28. One- versus Two-Sided Arguments

One-sided: supportive arguments

Two-sided: both positive and negative information

• Refutational argument: negative issue is raised, then dismissed

• Positive attributes should refute presented negative attributes

• Effective with well-educated and not-yet-loyal audiences

29. One- vs. Two-sided Arguments

One-sided: supportive arguments

• Effective for people who already like the product

• Effective for are unknowledgable

Two-sided: both positive and negative information

• Refutational arguments increase source credibility by reducing reporting bias

• Effective with unattractive brands

• Effective with knowledgable audiences

30. Two-Sided Message in Ad 31. Two-Sided Message in Ad 32. Oral-B presents a two-sided message.Tells you that your teeth wont be three times healthier, but they will be a lot healthier, with less plaque due to the micro-textured bristles. 33. 34. 35. Sleeper Effect

Sometimes sources become irritating or disliked

Sleeper effect: over time, disliked sources can still get a message across effectively

We forget about negative source while changing our attitudes

Heng Yuan Xiang http://www.youtube.com/watch?v=vbs-wK28VMw 36. Source Biases

Consumer beliefs about product can be weakened by a source perceived to be biased

Knowledge bias: sources knowledge about a topic is not accurate

Reporting bias: source has required knowledge but sources willingness to convey it is compromised

37. Hype versus Buzz

Buzz: authentic message generated by customers

Hype: inauthentic message generated by corporate propaganda

Table 8.1 Credibility Skepticism Authentic Fake Grass-roots Corporate Covert Overt Word-of-mouth Advertising Buzz Hype 38. Hype versus Buzz (cont.)

Stealth buzz building: marketers create buzz by implying that they had nothing to do with the buzz

Example: Blair Witch Project

• www.blairwitch.com

• Old granny told stories of the past on MySpace

39. Source Attractiveness

Perceived social value of source

• Physical appearance

• Personality

• Social status

• Similarity Geico Spot

40. What Is BeautifulIs Good

Halo effect: people who rank high on one dimension are assumed to excel at other dimensions

• Example: good-looking people are thought to be smarter, cooler, happier

Physically attractive source leads to attitude change

• Directs attention to marketing stimuli

• Beauty = source of information

41. Nicole Kidman's Chanel No. 5

http://www.youtube.com/watch?v=C525FnMFSB

I

42. Star Power

Celebrities as communications sources

• Tiger Woods$62 million/year in endorsements!

• Famous faces capture attention and are processed more efficiently by the brain

• Enhance company image and brand attitudes

43. Star Power

Celebrities embody cultural and product meanings

• ProductMeaning Congruency between the celebrity and the product/brand

• • Class

• • Gender

• • Age

• • Personality type

• Robert DeniroAmerican Express, My Life, My Card

• • http://www.youtube.com/watch?v=HrzeP4TvzXc

44. Star Power

Cultural meaning

• Within-country cultural meaning

• Cover Girl

• • Keri Russell

• • • http://www.youtube.com/watch?v=o8HtMzmJdBA

• • Rihanna

• • • http://www.youtube.com/watch?v=QP8XU7ZLS5o

45. Star Power

Cultural meaning

• Cross-cultural meaning

• • Zhang Ziyi-Visa Ad-Dining Out

• • • http://www.youtube.com/watch?v=2hZR1zUwJRE

• • Three stars (JLO, Beyonce, & Beckham) in one Japanese commercial

• • • http://www.youtube.com/watch?v=CLOHPX0jA2M

American stars in Japanese ads

• Friends- Ichiban

46. Star Power

Q-Score for celebrity endorsers

Match-up hypothesis: celebritys image and that of product are similar

• Nicole vs. Chanel

• Tom vs. Coca

47. 48. 49. 50. Star Power

Whencelebendorsements go bad

51. 52. Nonhuman Endorsers

Often, celebrities motives are suspect as endorsers of mismatched products

Thus, marketers seek alternative endorsers:

• Cartoon characters

• Mascots/animals

• Avatars

53.

M & Ms

• http://www.youtube.com/watch?v=JwvhP7_aZac&feature=PlayList&p=A89555A17609241B&playnext=1&playnext_from=PL&index=52

Geico lizard

54. The Message (cont.)

Message: is it conveyed in words or pictures?

Message issues facing a marketer

• How often should message be repeated?

• Should it draw an explicit conclusion?

• Should it show both sides of argument?

• Should it explicitly compare product to competitors?

55. Sending the Message

Visual vs. verbal communication of message

• Visual images: big emotional impact

• • Strong memory trace

• • Infer meaning

• Verbal message: high-involvement situations

• • Factual information

• • More effective when reinforced by aframedpicture

• • Require more frequent exposures (due to decay)

56. Ross's Accent Scenes

http://www.youtube.com/watch?v=QLBVKVUSP_M

57. Dual Component of Brand Attitudes Figure 8.3 58. Vividness

Powerful description/graphics command attention and are strongly embedded in memory

Concrete discussion of product attribute

59. Vividness

The joy of Cola

• http://www.youtube.com/watch?v=aiIIMcelMjk

Comparative Advertising

• Example

• http://www.youtube.com/watch?v=cQuJTB0HmMU

60. Comparative Advertising

Comparative advertising: message compares two+ recognizable brands on specific attributes

But, confrontational approach can result in source derogation

An ad for a new product should not:

• Merely, say it is better than leading brand

• Compare itself to an obviously superior competitor

61. Two-Factor Theory

Two-factor theory: fine line between familiarity and boredom

Repetition can be a double-edged sword

• Mere exposure phenomenon vs. habituation

• Provide variety

Figure 8.4 62. Constructing the Argument

Type of message appeal

• Emotional

• Sex

• Humor

• Fear

• • Recall: Subway button-popping commercial

• • Award-winning condom commercial

• • Anti-aids commercial

• • Anti-domestic-violence commercial

63. Emotional versus Rational Appeals

Appeal to the head or to the heart?

Many companies use an emotional strategy when consumers do not find differences among brands

• Especially brands in well-established, mature categories (e.g., cars and greeting cards)

• Intel Rock Star Commercial

• • http://www.youtube.com/watch?v=jqLPHrCQr2I

64. Sex Appeals

Sexual appeals vary by country

Nude models generate negative feelings/tension among same-sex consumers

Erotic ads draw attention, but strong sexual imagery may make consumers less likely to:

• Buy a product (unless product is related to sex)

• Process and recall ads content

65. 66. 67. 68. Humorous Appeals

Different cultures have different senses of humor

Humorous ads get attention

• Theyre a source of distraction

• They inhibit counterarguing, thus increasing message acceptance

69. Humorous Appeals (cont.)

Humor is more effective when it:

Doesnt swamp message of clearly defined brand

Doesnt make fun of potential consumer

Is appropriate to products image

70. 71. Fear Appeals

Emphasize negative consequences that can occur unless consumer changes behavior/attitude

Fear is common in social marketing

Most effective when:

• Threat is moderate

• Solution to problem is presented

• Source is highly credible

The strongest threats are not always the most persuasive

72. Fear Appeals

Deodorant

Auto insurance

AIDS, condom etc.

73. Uses mild fear appeal to promote tooth brushing. 74. This ad uses both emotion (sadness) and fear (that ones child, friend sibling may be killed) to argue for gun control. 75.

Thai Life Insurance

Beat a cartoon child

76. Message As Art Form

Advertisers use literary elements to communicate benefits and meaning

Allegory: story about an abstract concept personified in a fictional character

• M & Ms Adams Family

Metaphor: two dissimilar objects in a close relationship (A is B)

Simile: compares two objects (A is like B)

Resonance: play on words with pictures

77. Metaphor 78. Metaphor 79. Metaphor 80. Simile

Dial-Up Man - Cincinnati Bell

• http://www.youtube.com/watch?v=Z8zrYvZ9biE

81. Simile 82. 83. Resonance 84. Resonance 85. Examples of Advertising Resonance Table 8.3 Pepsi bottle cap lying on the sand This Year, Hit the Beach Topless Pepsi Womans dress bunched up on her back due to static Is There Something Creeping Up Behind You? Bounce fabric softener Man holding a shock absorber Out Lifetime Guarantee May Come as a Shock Toyota auto parts Chocolate kisses with hotel names underneath each This Year, Were Unwrapping Suites by the Dozen Embassy Suites Visual Headline Product 86. Elaboration Likelihood Model (ELM) of Persuasion

ELM: assumes that once consumers receive message, they begin to process it

Figure 8.5 87. Support for the ELM

Variables crucial to the ELM:

• Message-processing involvement

• Argument strength

• Source characteristics

High-involvement consumers are swayed by powerful arguments

Low-involvement consumers are swayed by source attractiveness