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Attitude Changeand Interactive

Communication

Racquel Chavez

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consumerconsumer

consumer

consumer

consumer

Message

Medium

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Under most conditions, the source of the message have a

big impact on the likelihood that receivers will accept the

message . The choice of the Source can be maximize in to

several dimensions

Expert

Attractive

Famous

Typical

Credibility

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Refers to the perceived

expertise, objectivity or

trustworthiness of the

source.

Consumers are more likely

to believe if thecommunicator is

competent.

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Sometimes a source can be

obnoxious or disliked and still

manage to be effective atgetting the products message

across.

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A consumers' belief about a product's

attribute can be weakened if he perceives

that the source is biased.Concerns are growing

in the advertising world

about public

skepticism regardingcelebrities who

endorses products for

money.

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Refers to the sources perceivedsocial value. This quality can emanate

from the persons:

Physical Appearance

personality

Social Status

Similarity to

the receiver

DEAD!

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Some evidence indicates that consumers

pay more attention to ads that containattractive models, though not necessarily

to the ad copy.

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G

O

O

D

L

O

OK

S

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All kinds of stars are in demand,

even when it seems that their

brand of personality,

isnt consistent with the product

being advertised.

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For these reasons some

marketers seek alternatives,

including cartoon characters

and mascots.

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YOU DONT HAVE

TO WORRY ABOUT

YOUR MASCOT

CHECKING INTO

REHAB

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A major study of more than 1,000

commercials identified factors that

determine whether or not a

commercial message will be persuasive.The single most important feature was

whether the communications contained a

brand-differentiating massage. In other words,

did the communications stress a uniqueattribute or benefit of the product.

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Positive1. Showing convenience of use2. Showing new product or

improved features

3. Casting Background4. Indirect comparison to otherproducts

5. Demonstration of product inuse

6. Demonstration of tangible

results7. Actors are playing role of an

ordinary person8. No principal character

Negative

1. Extensive informationon components, ingredients,

or nutrition2. Outdoor setting

3. Large number of on-

screen characters

4. Graphic displays

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Multiple exposures to stimulus

are usually required for learning

to occur.Too much repetition creates

HABITUATION, whereby

consumer no longer pay

attention to the stimulus

because of fatigue or boredom.

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Sex AppealsSex Appeals

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Echoing the widely held belief

that sex sells many marketing

communications for products

from perfumes to cars featureheavy doses of erotic

suggestions that range from

subtle to blatant displays of

skins. Of course, the

prevalence of sexual appeals

varies from country to

country.

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The use of humor can be tricky, particularly

because what is funny to one person may be

offensive or incomprehensible to another.Specific cultures may have different senses of

humor and use funny material in diverse ways.

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Fear appeals are fairly common in advertising,

though more commonly in social marketing

contexts in which organizations are

encouraging people to convert to a healthier

lifestyle by quitting smoking, usingcontraception.

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Which aspect has the most impact on

persuading consumers to change their

attitude ?

What issaid? How its

said?

Whosays it?

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Once consumer receives a message he begins

to process it. Depending on the personal

relevance of this information, the receiver will

follow one of two routes to persuasion.

HIGH involvement = CENTRAL ROUTE

LOW involvement = PERIPHERAL ROUTE

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When consumer finds theinformation in a persuasive

message to be relevant or

somehow interesting, she

will carefully attend to do

the message content.

Consumer are likely to

actively think about thearguments presented and

generate cognitive responses

to these arguments.

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In contrast, we take the

peripheral route when

were not really motivatedto think about arguments

presented.

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