C8: ATTITUDE CHANGE + MARKETING COMMUNICATIONS

• Persuasion Involves an active attempt to change attitudes
• the 6 basic psychological principles that influence people to change their minds or comply with a request are:

  • reciprocity
  • scarcity
  • authority
  • liking
  • consensus
  • consistency
• the traditional communication model:

  
• The traditional model was developed to understand mass communications, where information is transferred from a producer (source) to many consumers (receivers) at once, typically via print, television, or radio.
• problems with the "traditional communication modeL" goes as:

  • a message is seen as perishable
  • doesn't necessarily account for 2-way communications
• Permission marketing states that Marketers may be more successful in persuading consumers who have agreed to let them try the product. consumers have many more choices available and greater control to process messages.
• Customer co-creation is the process where consumers interact with the marketer to influence the product, service, or outcome that is created. for example, Jones Soda.
• Real-time marketing Involves marketing activities that leverage up-to-date and currently occurring events. real-time marketing also takes advantage of social media
• 2 different types of feedback:

  1. First-order response
  2. Second-order response
• First-order response: comes from Direct marketing like through transaction and sales data
• Second-order response: Non-transactional data, focuses on customer feedback
• the Persuasion Knowledge Model (PKM) explains that Consumers develop knowledge about persuasion and use this knowledge to “cope” with persuasive attempts. the Exchange between the consumer and persuasion agent is a 2-way interaction
• in the Persuasion Knowledge Model the Target has 3 types of knowledge: topic knowledge, agent knowledge and persuasion knowledge
• Source effects are when the Same words by different people can have very different meanings
• Source Credibility refers to if the extent of the Source’s perceived expertise, objectivity, or trustworthiness
• Consumers’ believe that the communicator is competent and provides competitor information
• a Credible source is persuasive when consumer has no formed opinion about product
• Credibility can be enhanced if the source’s qualifications are perceived as relevant to the product being endorsed
• A consumer’s beliefs about a product’s attributes can be weakened if the source is perceived to be the victim of bias in presenting information like through Knowledge or Reporting bias
• the difference between hype and buzz is that buzz is an Authentic message generated by customers while Hype is usually an inauthentic message generated by corporate propaganda
• “Stealth” (secrecy) campaigns refer to when marketers create buzz by implying that they had nothing to do with the buzz. for example, ‘home/amateur’ videos on YouTube
• Source attractiveness refers to perceived social value of source based on factors like Physical appearance, Personality, Social status and Similarity
• the Halo effect states that People who rank high on 1 dimension are likely to excel at other dimensions. for Example: good-looking people are thought to be smarter, cooler, happier which contributes to the stereotype of Physically attractive people often getting a boost in life because people assume they excel in other dimensions
• the Match-up hypothesis is that a Celebrity’s image and a specfic product are similar
• Celebrities are often used as communications sources. Famous faces capture attention and are processed more efficiently by the brain. they can also Enhance company image and brand attitudes
• sometimes marketers may opt for non-human endorsers due to celebrities:

  • plugging products that don’t fit their image
  • come to be seen as never having met a product they didn’t like
  • involved in a scandal or deviate from a brand’s desired image
• some marketers will use cartoon characters or mascots as an alternative to celebrity endorsements
• Research has found that spokescharacters, like the Pillsbury Doughboy, or the GEICO Gecko, do boost viewers’ recall of claims that ads make and also yield higher brand attitudes
• The Message consists of Very subtle aspects chosen by the source to deliver a message that influence our interpretation. the Most important feature is stressing unique product attributes and benefits
• Visual images are used for Big emotional impact. Verbal messages work well in High-involvement situations with Factual information, are More effective when reinforced by a framed picture and Require more frequent exposures (due to decay)
• the 2-factor theory explains that 2 separate psychological processes are operating when a person is repeatedly exposed to an ad. this can be Positive or Negative
• Refuting an argument means when a Negative issue is raised it is dismissed right after
• Comparative advertising consists of comparing 2+ recognizable brands on specific attributes. the Confrontational approach can result in source derogation (decreased worth)
• An ad for a new product should not soley say it is better than leading brand or Compare itself to a superior competitor
• Many companies use an emotional strategy when consumers find no differences among brands. this is commonly found within in well-established brands and more mature categories (ie. cars, greeting cards)
• Recall of ad contents tends to be better for “thinking” ads. Conventional ad effectiveness measures may not be effective in assessing emotional ads
• Erotic ads draw attention, but strong sexual imagery may make consumers less likely to Buy the product (unless it's directly related to sex) or Recall the ad's content
• fear appeals emphasize negative consequences that can occur unless consumer changes their behaviour or attitude. this is very common in social marketing. the strongest threats are not always the most persuasive. the most effective use of fear appeals is when:

  • threat is moderate
  • solution to problem is presented
  • source is highly credible

  
• Resonance is a Play on words with pictures
• Allegory is a Story about an abstract concept personified in a fictional character (ie. Jolly Green Giant)