The Psychology of Advertising & Communication. Credibility Attractiveness Power Internalization...

The Psychology of Advertising & CommunicationThe Psychology of Advertising & Communication

CredibilityCredibility

AttractivenessAttractiveness

PowerPower

InternalizationInternalization

IdentificationIdentification

ComplianceCompliance

CredibilityCredibility InternalizationInternalization

AttractivenessAttractiveness IdentificationIdentification

Source Attributes and Receiver Processing Modes

Source Attribute Process

SkillSkill

KnowledgeKnowledge

ExpertiseExpertise

UnbiasedUnbiased

TrustworthyTrustworthy

ObjectiveObjective

UnbiasedUnbiased

TrustworthyTrustworthy

ExpertiseExpertise

SkillSkill

KnowledgeKnowledge

Source Credibility

Relationship to Product

Relationship to Product

CharacterCharacter

A Model of Cognitive Response

CounterargumentsCounterarguments Support argumentsSupport arguments

Source derogationSource derogation Source bolsteringSource bolstering

Thoughts aboutthe ad itself




Source bolsteringSource bolsteringSource derogationSource derogation

Support argumentsSupport argumentsCounterargumentsCounterarguments

Affect / Attitudetoward the ad

Affect / Attitudetoward the ad

Cognitive Response Categories

Product/Message ThoughtsProduct/Message Thoughts

Source-Oriented ThoughtsSource-Oriented Thoughts

Ad Execution ThoughtsAd Execution Thoughts

Elaboration Likelihood Model

How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.

How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.

Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content

Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content

Central route to persuasion – ability or motivation to process a message is high and close attention is paid to message content

Central route to persuasion – ability or motivation to process a message is high and close attention is paid to message content

Routes to attitude change

Celebrity Endorsers Can Be Central or Peripheral Cues

Experts Lend Authority to an Appeal

Endorsement by a “Celebrity Expert”

Dave Thomas - effective spokesperson for Wendy’s

*Click outside of the video screen to advance to the next slide

Source Attractiveness

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source

through repeated or prolonged

exposure

Mere exposure effect

Knowledge of the source

through repeated or prolonged

exposure

Mere exposure effect

FamiliarityFamiliarity

Affection for the source resulting from physical appearance,

behavior, or other personal traits

Affection for the source resulting from physical appearance,

behavior, or other personal traits

LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity

The celebrity’s behavior may pose a risk to the company

The celebrity’s behavior may pose a risk to the company

The target audience may not be receptive to celebrity endorsers


The celebrity may be overexposed, reducing his or her credibility


The celebrity may overshadow the product being endorsed








Risks of Using Celebrities

Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood


EndorsementsEndorsements

DramatizationsDramatizations

TestimonialsTestimonials

PlacementsPlacements

IdentificationIdentification

RepresentativesRepresentativesRepresentativesRepresentatives

DramatizationsDramatizations

PlacementsPlacements

TestimonialsTestimonials

EndorsementsEndorsements

Modes of Celebrity Presentation

CelebrityCelebrity

Undermining the Traditional Approach

Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinyPerceived scrutiny

Perceived controlPerceived control

Perceived concernPerceived concern

Source Power

Source PowerSource Power

Recall and Presentation Order

Reca

ll

Beginning Middle End

Message Argumentation

• One-sided Messages: only mention support arguments– Most ads are one-sided – advertisers want to avoid introducing any

form of doubt or confusion.– Works better with low NFC, uneducated and low involvement

audiences.– Example: “Vote George Bush – he’ll keep our country safe.”

• Two-sided Messages: mention both support and counter-arguments– Better for audience members who

• are pre-disposed to disagree with the advocated position• have more education• are higher NFC• are higher-involvement

– Example: “Despite the ailing economy, George Bush is doing a good job as president.”

Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup

Buckley’s Uses a Humorous Two-Sided TV commercial

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


Message Argumentation

• Refutational Appeals: A two-sided message which refutes

the opposing viewpoint.

Allows for psychological inoculation against counter-arguments made by self or others.

Often used in comparative advertising Useful when you expect receivers to counter-argue your

message (usually in high NFC or high-involvement situations). Example: “Bush’s opponents say Americans are unhappy

with the war against terror, but nothing could be further from the truth. Studies show Americans feel safer than ever under George Bush’s leadership. Vote for George Bush.”

Appeal mostly to the logical, rational minds

of consumers

Appeal mostly to the logical, rational minds

of consumers

Logical vs. Emotional Appeal

Appeal to both the logical, rational minds of consumers and to their

feelings and emotions

Appeal to both the logical, rational minds of consumers and to their

feelings and emotions

Appeal mostly to the feelings and emotions

of consumers

Appeal mostly to the feelings and emotions

of consumers

FearAppeals

FearAppeals

ComparativeAds

ComparativeAds

FearAppeals

FearAppeals

ComparativeAds

ComparativeAds

Message Appeal Options

HumorAppealsHumorAppeals

• May stress physical danger or threats to health

• May identify social threats: disapproval or rejection

• May backfire if the level of threat is too high

• May stress physical danger or threats to health

• May identify social threats: disapproval or rejection

• May backfire if the level of threat is too high

• May be especially useful for new brands

• Often used for brands with small market share

• Frequently used in political advertising

• May be especially useful for new brands

• Often used for brands with small market share

• Frequently used in political advertising

• They can attract and hold attention

• They are often the best remembered

• They put the consumer in a positive mood

• They can attract and hold attention

• They are often the best remembered

• They put the consumer in a positive mood

Comparative Advertising

• Definition: Mentioning/showing the competitor in your ad by way of comparison (and typically how we are better)

• History: Early 80’s FTC lifts the ban on CA to enhance the provision of choice-making information to consumers.

• Legal issues: Advantages must be substantiated

• Used offensively (attack) or defensively (“fight back”)

• CA appeals used less nowadays• The confusion aspect: Which brand was advertised???!,

though consumers may remember attributes advertised.

• Great for newly launched products with small (or zero) market share that offer a distinct edge over the competition

Comparative Advertising, cont.

• Political ads– Negative information tends to

overshadow positive information

– Typically more effective to besmirch the opponent than to praise one’s self.

• Exception: Negative tit-for-tat exchanges (“mudslinging”) usually wind up helping neither candidate.

• Too much attacking results in negative perceptions of the attacking brand. – Moral: Attack in moderation.

Miller Lite Uses Comparative Advertising to Attack Bud Light

Fear Appeals

• Fear has facilitating effects and inhibiting effects.– Facilitation = motivation to

approach/avoid something– Inhibition = discouragement

from approaching/avoiding something

• Moderate fear appeals work best by encouraging facilitation and minimizing inhibition.– Too much fear: the audience

tunes out the message • Low credibility or elaboration of

harmful consequences is hedonically unpleasant.

– Too little fear: the audience isn’t motivated enough to do anything.

Fear Appeals and Message Acceptance

Threat Plus Solution Gently Persuades

Humor Appeals

Pros and Cons of Using Humor

Does not aid persuasion in general


Aids attention and awareness

Aids attention and awareness

Pros Cons

May harm recall and comprehension


May harm complex copy registration


Does not aid source credibility

Does not aid source credibility

Is not effective in bringing about sales

Is not effective in bringing about sales

May wear out faster than non-humorous ads

May wear out faster than non-humorous ads

May aid retention of the message


Creates a positive mood and enhances persuasionCreates a positive mood

and enhances persuasion

May aid name and simple copy registration


May serve as a distracter, reducing counterarguing




Aids attention, awareness and repeat attention

Aids attention, awareness and repeat attention





Humor is not universalHumor is not universal

Good “universal” humor is hard to produce!

Good “universal” humor is hard to produce!



Creates a positive mood and enhances persuasionCreates a positive mood

and enhances persuasion





Company seen as clever – carries over to products

Company seen as clever – carries over to products

Where humor works

Favorable Unfavorable

Creative personnel Management

Radio and television

Consumer non-durables

Business services

Products that are humorous

Less suited for direct mail and newspapers

Corporate advertising

Industrial products

Goods and services of a sensitive nature

Where humor works

Audiences Favorable

Audiences Unfavorable

Younger Older

Well educated

Up-scale

Males

Professional

Less educated

Down-scale

Females

Semi- or Unskilled

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self- versus Externally Paced Media

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally PacedMedia

Externally PacedMedia

vs.vs.

Contextual Appeals

• Effects of media: “The media is the message”.• Contextually Congruent vs. Contextually

Incongruent Advertising: Which works better? – Contextually Congruent: An ad for Apple’s new IPad

appears in a computing magazine.– Contextually Incongruent: An ad for Apple’s new IPad

appears in a sports magazine.

or ?

Contextual Appeals, cont.

• Show likeability correlates with ad likeability, recall and awareness.– Note that show likeability can result from show content that is

either negative (sad, disturbing, frustrating, etc.) or positive (happy, uplifting, pleasant, etc).

• Positive shows produce more positive reactions to advertising than negative shows.

• Many advertisers (i.e. Coke) avoid advertising during shows that create negative moods (“feel-bad” programming).

Question: Is it ever a good idea to advertise during ”feel-bad” programming?

The Image of a Magazine Can Enhance an Ad

The Psychology of Advertising & Communication. Credibility Attractiveness Power Internalization...

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