Current LectureReciprocityScarcityAuthorityConsistencyLikingConsensushttp://www.youtube.com/watch?v=pxfk973QQvoElements of CommunicationElements of CommunicationInteractive CommunicationsNew Message FormatsSourceSource EffectivenessSource Attractiveness“What Is Beautiful Is Good”Star PowerNonhuman EndorsersThe MessageSending the MessageVividnessDescription vs. GraphicsOne- versus Two-Sided ArgumentsComparative AdvertisingSex AppealsHumorous AppealsFear AppealsMKTG 305 1st Edition Lecture 20 Outline of Last Lecture I. Hierarchy of Effects II. Consistency PrincipleIII. Cognitive Dissonance and HarmonyIV. Self-Perception Theory V. Balance Theory Outline of Current Lecture I. PersuasionII. Elements of CommunicationIII. New Message FormatsIV. SourceV. Star PowerVI. Nonhuman EndorsersVII. Message VIII. AppealsCurrent Lecture Persuasion: effectiveness of marketing communications to change attitudes- What influences people to change their minds or comply:ReciprocityScarcityAuthorityConsistencyThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.LikingConsensushttp://www.youtube.com/watch?v=pxfk973QQvoElements of Communication- Traditional model of communication: One way communicationElements of Communication- Updated model of communication: interactive communication- Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, InternetInteractive Communications- Consumers have many more choices available and greater control to process messages- Permission marketing:- Marketer will be much more successful in persuading consumers who have agreed to let him try. Those who say they are interested in learning more are likely to be receptive to marketing communications they have chosen to see or hear.New Message Formats- M-commerce (mobile commerce): marketers promote goods and services via wireless devices (PDA, iPod, electronic wallet)- Blogging: people post messages to the Web in diary form- New forms of blogging:- Moblogging- Video blogging (vlogging)- Podcasting (You can create your own radio show)- RSS (Really Simple Syndication)- Flogs (fake blogs)- Twittering (twitter.com)Source- Source effects: the same words by different people can have very different meanings- A “source”often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer- What makes a good source?- Source credibility: a source’s perceived expertise, objectivity, or trustworthiness- Source attractiveness: movie star, super model- What if a celebrity endorses too many products?Source Effectiveness- What types of source are more effective in changing attitudes on what types of products?- Experts? Utilitarian products that have high performance risk http://www.youtube.com/watch?v=8ULR68LTmbw- Celebrities? Hedonic products that have high social risk (e.g., cosmetics)- https://www.youtube.com/watch?v=mGs4CjeJiJQ- Typical consumers? Everyday products that are low risk http://www.youtube.com/watch?v=DJ3gwbDLjQM&feature=youtu.beSource Attractiveness- Source attractiveness: perceived social value of source- Physical appearance- Personality- Social status- Similarity“What Is Beautiful Is Good”- Halo effect: people who rank high on one dimension are assumed to excel at other dimensions- Example: good-looking people are thought to be smarter, cooler, happier- Physically attractive source leads to attitude change- Directs attention to marketing stimuli- Beauty = source of informationStar Power- Celebrities as communications sources- Tiger Woods—million dollars/year in endorsements!- Famous faces capture attention and are processed more efficiently by the brain- Enhance company image and brand attitudes- Celebrities embody cultural and product meanings- Match-up hypothesis: celebrity’s image and that of product are similarNonhuman Endorsers- Often, celebrities’ motives are suspect as endorsers of mismatched products- Thus, marketers seek alternative endorsers:- Cartoon characters- Mascots/animals- Avatar: cyberspace character that can be moved around in a virtual world- Watch Coca Cola Avartar Ad- http://www.youtube.com/watch?v=Kwke0LNardc- M & M ad- http://www.youtube.com/watch?v=q33drZUXSzY- e-trade- https://www.youtube.com/watch?v=LjpcaRxgtlA- http://mashable.com/2013/01/31/10-worst-super-bowl-ads-of-all-time/The Message- Characteristics of the message help determine its impact on attitudes. These variable include:- What is said (content of message)- How the message is said (e.g., verbal vs. visual, arguments, types of appeal)Sending the Message- Visual images: big emotional impact- https://www.youtube.com/watch?v=5oJZm5YBCL0- Verbal message: high-involvement situations- Factual information- More effective when reinforced by a framed picture- Require more frequent exposures (due to decay)Vividness- Powerful description/graphics command attention and are strongly embedded in memory- Concrete discussion of product attributeDescription vs. GraphicsOne- versus Two-Sided Arguments- One-sided: supportive arguments- Two-sided: both positive and negative information- Refutational argument: negative issue is raised, then dismissed (Avis Is Only No. 2, We Try Harder)- Positive attributes should refute presented negative attributes- Effective with well-educated and not-yet-loyal audiencesComparative Advertising- Comparative advertising: message compares two+ recognizable brands on specific attributes- “Unlike McDonalds, all of Arby's chicken sandwiches are made with 100% all-natural chicken”- Microsoft attacks Apple- An ad for a new product should not:- Merely, say it is better than leading brand- Compare itself to an obviously superior competitorhttp://rack.3.mshcdn.com/media/ZgkyMDEyLzA5LzE1LzE3XzM5XzE2XzI4OV9maWxl/25aeff0dSex Appeals- Sexual appeals vary by country- Nude models generate negative feelings/tension among same-sex consumers- Erotic ads draw attention, but strong sexual imagery may make consumers less likely to:- Buy a product (unless product is related to sex)- Process and recall ad’s contentHumorous Appeals- Different cultures have different senses of humor- Humorous ads get attention- They’re a source of distraction- They inhibit counterarguing, thus increasing message acceptance- Humor is more effective when it:- Doesn’t “swamp” message of clearly defined brand- Doesn’t make