Marketing 260
Attitude Change &
Interactive Communications
With Duane Weaver
Can Reality be affected by effecting Perception?
Outline
• Focus on Persuasion - defined
• The Communications Model
• Communication/Noise/Feedback
Exercises
• Interactive Communication Model
• Message Elements
• Message Appeals
• Mid-Term Overview
Focus on Persuasion
“An active attempt to change attitudes.”
Solomon, Zaichowsky, Polegato, 3rd edition, p. 217.
• Is this manipulation?
• Is this coercion?
• When is it not?
• How do you know if an attitude has truly
changed?
The Communications Model
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE
NOISE NOISE NO NOISE NOISE NO
Source
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISEEncoding
NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
Message
NOISE NOISE NOISE NOISE
NOISE NOISE NO NOISE NOISE NO
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
Transmission
NO NOISE
NOISE NOISE
NOISE NOISE NOISE NOISE
NOISE NO
Medium
Feedback
NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
Receiver
NO NOISE NOISE NOISE
NOISE NOISE NOISE NOISE NOISE NO
NOISEDecoding
NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE
NOISE NOISE NO NOISE NOISE NO
Feedback
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
Exercise 1
• Scenario One:
– Sender and Receive are back to back
NO FEEDBACK
– Observers take notes of what you observe happening
to both Sender/Receiver/and End Result=Output
• Observers should not participate nor give any signals
– Sender
• Communicates what they see…cannot ask questions
– Receiver
• Draws what they receive…no noises, no feedback, no
replies, no questions, no fidgeting.
Exercise 2
• New Sender, New Receiver (Scenario 2)
– Sender/Receiver are Back to Back
• Sender can ask for feedback whenever they
like…sender must communicate what to draw.
• Receiver can only respond when asked (no noises
otherwise)…Receiver must draw what they are
told.
• OBSERVERS take notes
Exercise 3
• Scenario 3, new sender and receiver
– Sender and Receiver Face each other
• Sender communicates what to draw and can ask
any questions they want
• Receiver draws and can ask for any feedback they
need.
– The Sender and Receiver must still “hide what
they see and draw from each other”
– OBSERVERS observe
The Interactive Communication
Model
Communicatio
n Medium
(e.g. Internet)
Message Elements
Message as
a Metaphor
Type of
Appeal
Words
vs.
Pictures
Vividness
Factors
Affecting
Persuasiveness
Argument
Repetition
Message Appeals
Emotional vs. Rational
• Emotional: creates a bond
– Hallmark
• Rational: focuses on results
– Tide
Sex Appeal
• Draws attention
• Most effective when product is related to sex
– Condoms, perfume
Message Appeals
Humour Appeal
• Draws attention, but can overpower the message
• Cultural issues; can be offensive
• Campaigns must be updated (kept fresh)
Fear Appeal
• Must be used in moderation
• Relationship between fear and attitude change
• Inverted U Shape
nonmonotonic
Thanks!
• Those who would like to stay:
We will briefly review mid-term expectations
• Everyone else…
See you later…
» study…
» relax…
» and see you for the mid-term next class!