Consumer Behavior: A Framework

John C. MowenMichael S. Minor

Chapter 8:

Persuasive Communications

Communication . . .

. . . involves the use of a sign to convey meaning

A sign may be a verbalization, an utterance, a body movement, a written word, a picture, an odor, a touch, or even stones on the ground.

A Communications Model . . . Depicts the relationships among the various

factors that influence the effectiveness and impact of persuasive communications. The elements of the model are:

Source Message Channel Receiver Feedback Noise

Source Characteristics

A source is an individual or character who is delivering a message

Source characteristics are the features that impact the effectiveness of the source in persuading the receiver.

Source Credibility . . .

. . . refers to the extent that a source is perceived to have expertise and trustworthiness.

Source expertise refers to the extent of knowledge the source is perceived to have about the subject on which he or she is communicating.

Source trustworthiness refers to the extent that the source is perceived to provide information in an unbiased, honest manner.

Effects of Credible Sources If multiple credible sources are

used, their positive effects are magnified.

They reduce counter-arguments to the message.

Produce more positive attitude change, behavioral change.

Enhance the effectiveness of fear appeals.

The Physical Attractiveness of the SourceA. Summary: what is beautiful is good.B. Physically attractive communicators are more successful than unattractive one in changing beliefs.C. Higher pay. Companies with attractive people are more successful.

Physical attractiveness—cont.

May interact with product Example: highly physical attractive are good endorsers

of perfumes, but less effective for coffee. Match-up hypothesis. Endorsers are most effective

when dominant characteristics of the product match the dominant characteristics of the source.

May harm the self-image of women. Sex in ads: attracts attention, enhances ad recall,

and may improve attitude toward ad. Nudity in ads effective if appropriate to product,

appeal to the opposite sex, draws attention to ads, and decreases cognitive processing of the ads.

However, watch in cross-cultural situations.

Source Likeability Positive/negative affect regarding a

source of information. Difficulty to identify causes of likeability

attractiveness positive communications, says pleasant

things self-deprecating views that match the audience smiles

Source Meaningfulness Sources of information

also provide meanings which can be transferred between the source and the brand

Celebrities may become cultural symbols—e.g., Cher, Madonna, Tiger Woods.

Message Characteristics

Message content refers to the strategies that may be used to communicate an idea to an audience

Message construction refers to the problem of how to physically construct a mesages

Where the information should be placed in a message and how often the information should be repeated are examples

Developing Message Content . . .

. . . is the logical first step in creating a message

The sender must decide what signs to use to communicate meaning

Rhetorical figures of speech rhymes, puns, hyperbole, metaphors, irony,

alliteration. Paradox: statement that is seemingly

contradictory, false or impossible, but in some ways true. Mark McQuire hit 70 home runs last year but we held the bat. An ad for a batting glove.

Message complexity How many bits of information are contained in

message. Rule of thumb: only 4 copy points in TV ads Involvement important here. When celebrities used, must be even more

simple.

Drawing Conclusions When does communicator close

the argument by stating the conclusion? When message is complex When audience has low involvement.

If audience draws own conclusion, the message will tend to be more effective—assuming the conclusion is positive!

Comparative Messages Compare positive and negative aspects of brand

to competitor. Used to position and differentiate a brand. Direct comparative advertisements-- when one

brand is compared specifically with another brand. Should be used by low market share brands.

Indirect comparative advertisements. When the comparison brand is not specifically mentioned but instead refers to competitors. Should be used by moderate share brands.

High market share brands should avoid comparative ads.

1 Vs. 2-sided Messages Do you present both sides of an issue to

the audience? Advantages of 2-sided arguments

Give appearance of fairness Lowers counterarguments Disarms unfriendly audiences

Advantages of 1-sided arguments Good for friendly audiences, low involvement,

possibly lower educated audiences.

Fear Appeals

Early research negative on fear appeals Recent research positive

Give instructions on how to solve problem

Avoid high fear messages to the highly vulnerable and those with low self esteem.

Make sure that fear is not so arousing as to interfere with message processing.

Humor in Messages

Both positive and negative effects may occur from the use of humor.

Negative effects: reduced comprehension, shorten life span of ads, unanticipated negative effects. When audience is already negative toward a brand, humor can increase the negative feelings.

Positive effects: encourages a positive mood state, attracts attention to ad, enhances liking for ad—particularly when audience is already favorable toward the ad.

Humor works best when it is naturally related to the product or situation

Lectures Versus Dramas

A lecture is when a source speaks directly to the audience in an attempt to inform and persuade. Audience recognizes the persuasion attempt and generates counterarguments.

A drama occurs through indirect address in which the characters speak to each other and not to the audience. Frequently used in transformational advertising in which new associations are linked to product. Goal is to involve the audience emotionally in the ad.

Life Themes: goal is to influence beliefs and attitudes by using themes that relate to problems and issues faced by the audience.

Vivid vs. abstract information. Develop messages that use concrete words,

have personal relevance, and linked to person in time and space.

Vivid information generates greater attention and is easier to encode into memory.

Message structure . . .

. . . refers to how the source organizes the content of the message Where to put the important part of the message, or

Example: How often key information such as brand name should be repeated

Primacy and Recency Effects

A primacy effect occurs when material early in the message has the most influence.

A recency effect occurs when material at the end of the message has the most influence.

Key: avoid middle position.

Repetition effects . . . . . . refer to how often information should be

repeated to promote learning without creating advertising wear-out.

Advertising wear-out occurs when too much repetition results in consumers becoming increasingly negative toward the message

Two-factor theory explains repetition effects Factor 1: repetition increases learning and

reduces uncertainty Factor 2: repetition increases boredom. After about 3 repetitions boredom overwhelms

learning and negative effects occur.

Managerial Implications Positioning. Develop persuasive messages based upon

the positioning and differentiation strategy. Environmental analysis. Analyze competitive

environment to assess whether and how to employ comparative ads.

Market research. Test audience beliefs and affective responses to source and message.

Marketing mix. Develop of marketing communications is one goal of promotional strategy.

Segmentation. Recognize that divergent segments may require different strategies. E.g., avoid using fear appeals when audience is low in self-esteem.