Download - Persuading Consumers- Consumer Behavior
-
8/11/2019 Persuading Consumers- Consumer Behavior
1/13
Consumer Behavior Presentation
Chapter 7: Persuading Consumers
FMCG: Food Products
-
8/11/2019 Persuading Consumers- Consumer Behavior
2/13
Basic Communication Model
August 24, 2014Group 4 | Consumer Behavior Presentation
Communication:-
Impersonal
Interpersonal: Formal sources(Salesman) & Informal(Peers)
Media:-
Traditional media: Print(Magazines, Newspapers, Billboards) & Broadcast( TV, Radio)
New media: Online channels, social networks and mobile electronic devices
Barriers to communication:-
Selective exposure: Consumers selectivity in paying attention to advertising messages
Psychological noise: Competing ads or distracting thoughts can decrease message receptivity, Use repeated ads & Ambush effect and digital technologies to monitor consumers visits and interests
-
8/11/2019 Persuading Consumers- Consumer Behavior
3/13
Designing Persuasive messages
A message is the thought, idea, attitude, image, or other information that the sender wishes to co
intended audience.
Can be verbal(spoken or written), non verbal(a photograph, an illustration or a symbol) or a combi
Steps involved:
1. Establish the objective of the message
2. Select an appropriate medium
3. Encode the message in a manner that is appropriate to each medium and to each audience
Objectives:
Creating awareness of a service, promoting sales of a product, encouraging( or discouraging) certain reducing post purchase dissonance, creating goodwill or a favorable image or any combination of the
August 24, 2014Group 4 | Consumer Behavior Presentation
-
8/11/2019 Persuading Consumers- Consumer Behavior
4/13
Decisions to be taken by a markete
Images and text: Messages with images are more effective than just plain text
Focus on visual complexity to achieve stopping power More feature complexity, less attention to the brand
More design complexity, more attention to the brand
Use of words like simply, simple, easy, honest and clear
Message framing: Positive framing:
Stress the benefits to be gained by using a specific product
When need for cognition is high
Works when consumers comprise of people with independent self image
When respondents have more opportunity to process the ad content
Negative framing: Stress the benefits to be lost by not using the product
When need for cognition is low
When consumers comprise of people with interdependent self view
In products which enable the detection of a disease, this framing is more persuasive
When respondents have less opportunities to process the information of the ad
August 24, 2014Group 4 | Consumer Behavior Presentation
-
8/11/2019 Persuading Consumers- Consumer Behavior
5/13
One Sided vs. two Sided messagesOne Sided:
Stress only on the positive factors of their product and pretend as if the codoes not exist
If the audience is friendly( already uses that product) or it is a respected br
Less chances of hearing any opposing argument
Two sided: Acknowledges competing products, Honestly claims about the performanc
If the audience is critical or unfriendly
Likely to hear an opposing claim
Enhances the credibility of the brand
August 24, 2014Group 4 | Consumer Behavior Presentation
-
8/11/2019 Persuading Consumers- Consumer Behavior
6/13
Order effects: Is it best to present your commercial first or last?
In which order to list the product benefits within an ad?
Primacy effect and Recency effect
If audience interest is low, put your best benefit first
If both favorable and unfavorable information is to be presented then state the positive info first
Revealing brand name at the onset of a message leads to a higher recall
August 24, 2014Group 4 | Consumer Behavior Presentation
Examples:
-
8/11/2019 Persuading Consumers- Consumer Behavior
7/13
Comparative Advertising
August 24, 2014Group 4 | Consumer Behavior Presentation
A Two-sided message
Claims superiority on an overall basis or selected product
attributes
Consumer Type Advertised
Product
Comparison
Product
Prevention
focused
Positive Negative
Promotion-
focused
Positive No effect
Pitfalls:
- Mislead Consumers
- Legal Disputes (counteract-reasonable factual evidence)
Negative Assist recall of competitors brand
Positive Effective, believable ads exerts positive effect on
brand image, purchase intention and actual purchases
-
8/11/2019 Persuading Consumers- Consumer Behavior
8/13
Fear Appeals
August 24, 2014Group 4 | Consumer Behavior Presentation
Unfamiliar IssueStrong graphic
Threat
Increases perceivedseverity and
probability ofoccurrence
Influence people toadopt
recommendedbehavior
Negative relationship between intensity of fear appeals and
their ability to persuade Strong Fear appeals may cause cognitive dissonance
Commonly used in antidrug campaign
Effective if both social consequences and physical damages
are portrayed
Ads that arouse fear by images that provoke revulsion:
1. Adding disgust enhance message persuasion and
compliance
2. Might backfire-too revolting
-
8/11/2019 Persuading Consumers- Consumer Behavior
9/13
August 24, 2014Group 4 | Consumer Behavior Presentation
Guidelines:
1. Understand the target audience-fully converted, age group, subcultures, unsuccessful to change
2. Cautious of Boomerang effect-anger, resentment and defiance3. Changing behavior is a long and complex behavior-repeat ads (caution: reduce credibility)
4. Avoid arousing too much anxiety-may cause rejection or avoidance
5. Consider alternatives to fear appeals-Eg. Reward-focused appeal, humor, happiness
-
8/11/2019 Persuading Consumers- Consumer Behavior
10/13
Humorous Appeals
Increases Acceptance
and Persuasiveness
Attracts Attention Enhances Liking
August 24, 2014Group 4 | Consumer Behavior Presentation
Fraiche Frites
-
8/11/2019 Persuading Consumers- Consumer Behavior
11/13
Sexual Appeals
August 24, 2014Group 4 | Consumer Behavior Presentation
Provoking Attention Attracts Extroverts Stopping Power
-
8/11/2019 Persuading Consumers- Consumer Behavior
12/13
Timeliness Appeals
August 24, 2014Group 4 | Consumer Behavior Presentation
O
D
l
m
I
t
i
-
8/11/2019 Persuading Consumers- Consumer Behavior
13/13
August 24, 2014 Group 4 | Consumer Behavior Presentation