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Chapter 8
Attitude Change and
Interactive Communications
Persuasion and Persuasive
Messages
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Persuasion is an Active Attempt to Change Attitudes.
To Develop Persuasive Messages that Might Change
Attitudes, Several Questions Must Be Answered:
Who Will be Featured in the Ad?
How Should the Message be Constructed?
What Media Should Transmit the Message?
What Characteristics of the Target Market
Might Influence the Ad’s Acceptance?
Traditional Communications
Model
FEEDBACK
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NO NOISE NOISE NOISE NOISE NOISE
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Consumer
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Consumer
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NOOrganization
NOISE NOISE NOISE
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Message
Medium
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NOISE NO
Consumer
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Consumer
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Uses and Gratifications
• Uses and Gratifications Theory
– Consumers constitute an active, goal-directed
audience that draws on mass media as a resource
to satisfy needs.
– Emphasizes that media compete with other
sources to satisfy needs, and these needs include
diversion and entertainment, as well as
information.
– Consumers are playing a more proactive role, more like a
partner, in the communications process. They may actually
seek out messages.
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Interactive Communications Model
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The Interactive Communications Model Takes Into
Consideration That (1) Consumers Have Many More
Choices Available to Them, and (2) Greater Control
Over Which Messages They Will Choose to
Process.
Sender
Sender
Sender
Receiver
Communication
Medium
Receiver
Receiver
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What is a Response?
Buying
the
Product
Building a
Long-Term
Relationship
Reminding Us
To Purchase
the Product
Types of
Customer
Responses
Informing Us
About Product
Features
Building
Brand
Awareness
Levels of Interactive Response
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Customers Interact With Marketers and
Offer Two Basic Types of Feedback:
First-Order Response
> Product Offer that
Directly Yields a
Transaction - an Order.
Second-Order Response
> Customer Feedback in
Response to a Marketing
Message that is Not in the
Form of a Transaction Such
As:
*Request for Information
*Wish List
*Recommendations
> Builds Customer Loyalty
Source Characteristics:
Credibility
• Under Most Conditions, the Source of a
Message Can Have a Big Impact on the
Likelihood the Message Will be Accepted.
• One Important Source Characteristic Is:
– Source Credibility: Source’s perceived expertise,
objectivity, or trustworthiness.
» Credibility can be enhanced if the source’s
qualifications are perceived as somehow relevant to
the product being endorsed.
» Source should not display either Knowledge or
Reporting Bias in presenting information.
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Source Characteristics:
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Attractiveness
• Another Important Source Characteristic Is:
– Source Attractiveness: Source’s perceived social
value.
» Celebrities are successful endorsers because they
embody Cultural Meanings such as status, social class,
gender, age, or personality types.
» Halo Effect often occurs when persons of high rank on
one dimension are assumed to excel on others as well.
The “What is beautiful is good” stereotype.
» Experts are effective endorsers for products that have
High Performance Risk.
» Celebrities are effective endorsers for products that have
High Social Risk.
» Explanations for the Sleeper Effect include: Dissociative
Cue or Availability-Valence Hypotheses.
Issues Regarding Development
of a Message
Message Conveyed in Words or Pictures?
How Often Should Message be Repeated?
Conclusion Drawn or Left to Listener?
Both Sides of Argument Presented?
Compare to Competitors?
Blatant Sexual Appeals Used?
Negative Emotions Aroused?
How Concrete or Vivid Should Arguments and
Imagery Be?
Should Ad be Funny?
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Sending the Message
Message Conveyed in Words or Pictures
Verbal Messages
Visual Messages
Stronger in High-Involvement
Situations
Stronger Memory Trace
May Affect Brand Inferences
and Brand Attitudes
Both Pictures and Words Can Differ in Vividness
Repetition Helps Us Remember - But Ads “Wear Out”
Two-Factor Theory
Effects of Visual and Verbal
Components of Advertisements
on Brand Attitudes
Visual
Component of
Advertisement
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Attitude
Toward the
Advertisement
Brand
Attitudes
Verbal
Component of
Advertisement
Beliefs About
Product
Attribute
Constructing the Argument
One- Versus Two-Sided Arguments
One-Sided or
Supportive
Argument
Two-Sided
Argument
Refutational
Arguments
Drawing Conclusions
Should the Advertiser Draw Conclusions or Leave
It To the Consumer to Decide?
Comparative Advertising
Technique Compares Two Specifically Named
Products and Seems to be Effective for New Products
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Types of Message Appeals
• Emotional versus Rational Appeals
– Emotional Appeals try to Bond the consumer with
the product.
– Ad recall for Rational Appeals tends to be better.
• Sex Appeals
– Draws attention to an ad.
– Ineffective if the consumer sees it as a “trick” to
grab attention.
– Most effective if the product is sex-related i.e.
perfume.
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Types of Message Appeals
• Humorous Appeals
– Draws attention to ads.
– Humor can be a distraction, increasing the
likelihood of message acceptance.
• Fear Appeals
– Appeals can be directed toward social, career
or love life fears.
– Fear is effective when used in moderate
amounts.
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The Message as an Art Form
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Allegory
•Product or service that has
been personified by a
character. (Jolly Green Giant)
Metaphor
•Involves use of explicit
comparison.
(Tony the Tiger = Strength)
Resonance
Forms of Story Presentation
•Presentation that combines a
play on words with a relevant
picture.
•Drama - draws viewer into
the action.
•Lecture - source speaks
directly to audience.
The Source Versus the Message:
Selling the Steak or the Sizzle?
• The Elaboration Likelihood Model
– The Central Route to Persuasion
» Cognitive Responses
– The Peripheral Route to Persuasion
» Peripheral Cues
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The Elaboration Likelihood
Model
Communication
Attention and Comprehension
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The Elaboration Likelihood
Model
Communication
Attention and Comprehension
Central route
High-Involvement Processing
Cognitive Response
Belief and Attitude Change
Behavior Change
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The Elaboration Likelihood
Model
Communication
Attention and Comprehension
Peripheral route
Low-Involvement Processing
Central route
High-Involvement Processing
Belief Change
Cognitive Response
Behavior Change
Belief and Attitude Change
Attitude Change
Behavior Change