?Rachel Sy // Jake Szymanski // MKF2111 Consumer Behavior 2009 //

2pm Tutorial

A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Which conditions are more favourable to using one or the other?

persuasive |pərˈswāsiv; -ziv| communication |kəˌmyoōnəˈkā sh ən|(Stiff 2003)

"...any message that is intended to shape, reinforce, or change the responses of another, or others.”

This definition limits persuasive activity to intentional behavior.

DERIVATIVESpersuasively |pərˈsweɪs1vli| |pərˈsweɪz1vli| adverbpersuasiveness |pərˈsweɪsɪvn1s| |pərˈsweɪzɪvn1s| noun

ORIGIN late 15th cent.: from French persuasif, -ive or medieval Latin persuasivus, from persuas- ‘convinced by reasoning,’ from the verb persuadere (see persuade ).

DERIVATIVEScommunicational |-ˈkā sh ənl| |kəˈmjunəˈkeɪʃənl| |kəˈmjunəˈkeɪʃnəl| adjective

ORIGIN late Middle English : from Old French comunicacion, from Latin communicatio(n-), from the verb communicare ‘to share’ (see communicate ).

Response Alteration

The goal of persuasive communication in advertising is to alter the response of the consumer in a manner favorable to the brand.

(Stiff 2003)

• Response Shaping - Creating new brand perception. Ex: Obama Campaign

• Response Reinforcing - Maintaining brand loyalty. Ex: Zappos

• Response Changing - Significantly altering consumer’s responses from one position to another. Ex: GM

Response Alteration

(Stiff 2003)

RATIO

NAL

• Listing Product Benefits - To use this method effectively, the advertisement must underscore consumer benefits rather than product features.

• Convincing Proof - This approach is based upon the premise, "Seeing is believing." Ads or commercials take the form of a product demonstration.

Rational PersuasionSeeks to shape, reinforce, or change

consumerresponse by through a logical

argument.

(Stiff 2003)

http://www.youtube.com/watch?v=SpWgs98iBGk

Volkswagen -FuneralResponse Shaping and Changing

Emotional

“Emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase.

These include fear, guilt and shame appeals that get people to do things they should or stop doing things they shouldn't ... communicators also use positive emotional appeals such as love, humour, pride and

joy”

(Kotler & Armstrong, 1994, as cited in Albers-Miller & Stafford, 1999).

They rely on feelings for effectiveness.

FearHumourAgony

AbrasiveSex

Emotional Appeals

http://www.youtube.com/watch?v=wtaXjzQQGE8

Volkswagen - LikeFear

http://www.youtube.com/watch?v=OWhO3sAOnGc

Volkswagen - Break UpHumour

http://www.ddblondon.com/the-fight/?ddb_cat=work&ddb_division=ddb

Volkswagen - The FightResponse Reinforcing

Cannes Lions Advertiser of the Year

“Advertisers can achieve success with both rational and emotional appeals. Each has its

place in the marketing toolbox. The challenge is to know which is right for your

product or service.”

(Orwig)

ReferencesAlbers-Miller, N.D., & Stafford, M.R. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. The

Journal of Consumer Marketing, 16 (1), 42.

Morton, L.P. (n.d). How to use emotional and rational advertising appeals. Retrieved September 5, 2009, from http://www.strategicmarketsegmentation.com/blog/how-to-use-emotional-and-rational-advertising-appeals/

Morton, L.P. (n.d). Types of advertising appeals. Retrieved September 5, 2009, from http://www.strategicmarketsegmentation.com/blog/types-of-advertising-appeals-1/

Orwig, K. Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication. http://www.orwig.net/articles/rational_emotl/rational_emotl.html

Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Ward, S. Kanuk, L. (2008). Consumer behaviour (4th ed.). Frenchs Forest, NSW: Pearson Education.

Stiff, J., Mongeau, P. (2003). Persuasive Communication. (2nd ed.). The Guilford Press, NY.

Trout, J. (2007, November 27). The Emotional Trap. http://www.forbes.com/2007/11/26/trout-marketing-emotions-oped-cx_jt_1127trout.html

Williams, M. (2009, May 13). Volkswagen named Cannes Lions Advertiser of the Year. http://www.campaignlive.co.uk/news/905599/Volkswagen-named-Cannes-Lions-Advertiser-Year/