COMM 2331 Exam 2

affinity model

attitudes, knowledge, behavior

innovation adoption model

awareness, interest, evaluation, trial, adoption

Hierarchy of Effects Model

awareness, knowledge, liking, preference, conviction, purchase

primacy effect

best for: · Audiences who are opposed/ hostile to message in order to reduce counter-arguing · Audiences who are not interested in topic/ brand to arouse interest · Strongest arguments at beginning of message

recency effects

best for: · Audiences who are positively predisposed and interested in topic - creating more favorable opinion and better retention of information · Strongest arguments at end of message

positive performance

brand is likely to be retained in the evoked set and increases the likelihood that it will be purchased again

A commercial comes on for college students to win $1 million just by going to class. You are definitely interested! According to the ELM, how will you process this message?

centrally

functional consequences

concrete outcomes of product or service usage that are tangible and directly experienced by consumers

After reviewing all the legal documents related to product placement for his movie, the producer/director of the "Greatest Movie Ever Sold" felt that...

he lost creative control of his movie

If a marketer wanted to think through the steps of how advertising works, what would be the best model?

hierarchy of effects

subjective

image, styling, performance

o Determining which external sources to use depends on

importance of purchase decision, effort needed to acquire information, amount of past experience relevant, degree of perceived risk, and time

4 approaches to developing a major selling idea

finding inherent drama, positioning, using a unique selling position, creating a brand image

feature

focuses on dominant traits of the product § Ads tend to be highly informative and present the customer with a number of important product attributes that will lead to favorable attitudes and can be used as the basis for a rational purchase decision § Example: automobiles and technology

According the the film, about how many companies control 3/4 of the $412 Billion market in co-promotion with entertainment?

four

Musicians cooperate with commercials in order to...

gain in popularity

behavioral stage (response model)

the "doing" stage Where the receiver acts on the preference

affective stage

the "feeling" stage; where the receiver forms a liking or preference for the ad object

All of the following are concerns expressed by Brand Managers about sponsoring the movie and placing their products in it except:

the actors and actresses in the movie

clutter

the amount of advertising in a medium

physiological

the basic level or primary needs for things to sustain life

motives

the factors that compel a consumer to take a particular action

esteem

the feel to have a need for accomplishment and praise from others

message structure

Order of presentation Conclusion drawing Message sidedness Refutation Verbal versus visual messages

perceived concern

· the receiver must think that the source cares about whether or not the receiver conforms

perceived control

· the source must be perceived as being able to administer positive or negative sanctions to the receiver

objective

· when buying an automobile ~ price, warranty, fuel economy

grudging acceptance model

- BKA - when people are forced to buy something (insurance)

parallel consumer processes -- decision making

1) problem recognition 2) information search 3) evaluate alternatives 4) purchase decision 5) post purchase decision

parallel consumer processes -- psychological

1)motivation 2) perception 3) attitudes 4) integration 5) learning

If a marketer wanted to think through the steps it would take to use the personal selling process, what model would they choose?

AIDA

AIDA model

Attention, Interest, Desire, Action

internalizations

Expert/ and or trustworthy sources influence beliefs, opinions, attitudes or behaviors of audiences --· Adopting the opinion of a credible communicator and the belief that information from this source is accurate · Once the receiver internalizes an opinion or attitude, it becomes integrated into his or her belief system and may be maintained even after the source of the message is forgotten

seeding

Identifying and choosing the initial group of consumers who will be used to start spreading the message

learning model

Knowledge, Attitudes , Behavior

social (Love/belonging)

Need for love, affection, sense of belongingness in one's relationships with other persons

According to the movie, what is the biggest lie told about most products in advertising?

Stating that they can increase your happiness

The filmmaker Morgan Spurlock argues that modern entertainment films have a great deal of product placement primarily because..

They rely on product placement because they need money to fund their creation.

psychosocial consequences

abstract outcomes that are more intangible, subjective, personal, such as how a product makes you feel or how you think others will view you for purchasing/ using it

self-actualization

according to Maslow, one of the ultimate psychological needs that arises after basic physical and psychological needs are met and self-esteem is achieved; the motivation to fulfill one's potential

buzz marketing

an attempt to incite publicity and public excitement surrounding a product through a creative event

The process and activities people engage in when searching for, purchasing, selecting, purchasing, using and evaluating products and services is called what?

consumer behavior

You are watching a commercial about a bathroom cleaning product. The commercial shows a really gross shower and the cleaning spray made it clean without scrubbing. You think to yourself, "there is no way that a product could work that fast." That thought is a ____________.

counterargument

3 basic categories of source attributes:

credibility, power, attractiveness

A(n)__________ is a spokesperson who endorses the product or delivers a message.

direct source

rational model

knowledge, behaviors, attitudes

A company introduces a new tablet with holographic display. The advertisements show all of the ways this new type of display can help the consumer. The advertisements imply that the old type of tablet and display will be obsolete because of all of the things this one can do. What type of problem recognition is this?

marketer-induced

viral marketing

marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers

unfavorable outcomes

may lead the consumer to form negative attitudes towards the brand, lessening the likelihood that it will be purchased again

one sided message

most common § mentions only the positive attributes · Most effective with those who already have favorable attitudes · Less prior knowledge/ education

According to the movie, studying viewers' brain activities when they are watching an ad is called...

neuro-marketing

advertising appeal

o : refers to the approach used to attract the attention of consumers and/or influence their feelings toward the product, service, or cause

spokesperson

o A central character or personality that can deliver the advertising message and the brand can be identified from that

testimonial

o A person praises the product on the basis of his or her experience with it

encoding

o Advertising/ media have the power to assign meanings into cultural products that reflect an interpretation of reality (putting thoughts, ideas, information into symbolic form) o The communication process begins when the source selects words, symbols, pictures and the like to represent the message that will be delivered to the receivers o Goal: encode the message in a way that it will be understood by the receiver - using universal symbols, Nike swoosh

alternative evaluation

o After acquiring information during the information search stage of the decision process, the consumer moves to alternative evaluation o The consumer compares the various brands or products and services he or she has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process

communication

o Communication is the dynamic process of creating, transmitting, and interpreting messages that elicit a response

problem recognition

o Consumer perceives a need and gets motivated to solve the problem o Initiates the decision processes o Caused by a difference between consumer's "ideal state" and "actual state" § "ideally" I would have toilet paper when I go to the bathroom, but actually.. I am out.. this creates a problem § A discrepancy exists between what the consumer wants the situations to be like and what the situation is actually like

teaser advertising

o Designed to build excitement, curiosity, interest about a product or brand by talking about it, but not actually showing it - movie trailers o Draws attention about upcoming product launches

choice between firm vs open conclusion depends on:

o Education or prior knowledge o Target audience involvement § High involvement = open conclusion o Long-term or short-term goal o Complexity of topic § Highly educated audience may need assistance if its knowledge level in a particular area is low o Assume a central or peripheral processing route

reminder advertising

o Has the objective of building brand awareness and/or keeping the brand name in front of consumers o Maintains top of mind awareness among consumers in their target markets o Online ads can foster familiarity

attitudes

o Learned predisposition to respond to an object o Theoretically summarizes a consumer's evaluation of an object o Represents positive or negative feelings and behavioral tendencies

examining consumer motivations

o Marketers recognize that problem recognition is a basic, simple process, but the way that a consumer perceives a problem and becomes motivated to solve it influences the remainder of the decision process

information search

o Once consumers perceive a problem or need that can be satisfied by the purchase of a product or service, they begin to search for information needed to make a purchase decision

advertising execution

o Once the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist determines its execution o Creative execution - the way an advertising appeal is presented

transformational ads

o One which associates the experience of using the advertised with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement o Creates feelings, images, meanings and beliefs about the product or service that can be activated when consumers use it, transforming their interpretation of the usage experience o Must have two characteristics: § It must make the experience of using the product richer, warmer, more exciting/ enjoyable than that obtained solely from an objective description of the advertised brand § It must connect the experience of the ad with the experience of using the brand, that the consumers cannot remember using the brand, without recalling the experience generated by the ad o Differentiates a product by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product

major selling idea

o Should emerge as the strongest singular thing that you can say about your product or service o Claim with the broadest and meaningful appeal to audience o In order for an advertising campaign to be effective, it must contain a big idea that attracts the consumer's attention, gets a reaction, and sets the advertiser's product or service away from the competition o The purpose of a big idea as breaking through the advertising clutter and delivering a message o Most copywriters focus on communicating the key benefit claim - the benefit thought by the copywriter to be the key by selling the advertised product § Is often explicit in tagline

demonstration

o Shows the key advantages of the product/ service by showing it in actual use or in a staged situation o Can be effective in convincing consumers of a product's utility or quality and of the benefits of owning or using the brand

meaning of celebrity endorsers

o Stage 1 - celebrities draw these meanings form the roles they assume in their tv, movie, military, athletic and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons and contexts o Stage 2 - celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing o Stage 3 - the meanings the celebrity has given to the product are transferred to the consumer

message

o The encoding process leads to the development of a message that contains the information or meaning the source hopes to convey o Message may be verbal, nonverbal, oral, written or symbolic o Content is the information or meaning in the message, while structure and design refer to the way that the message is put together in order to deliver the information

dramatization

o The focus is on telling a short story with the product or service as the star o Uses more suspense and excitement when telling the story o Drama draws viewer into the action it portrays

channel

o The method by which communication travels from the source or sender to the receiver

elaboration likelihood model

o There are two routes to persuasion (dual process model) that influences the strength of consumer response o Differences in the ways consumers process and respond to persuasive messages are addressed in this model § Explains the process by which persuasive communications lead to persuasion by influencing attitudes o Recognizes that persuasion doesn't happen in just one way - depends on person, context, message o Helps unite "thinking" and "non-thinking" theories of persuasion

noise

o Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception § Unplanned distortion or interference is noise o Example: distractions at the point of reception or distortions in tv or radio signal, multitasking on phone

slice of life

o Uses narrative structure to show how the product is used in "real-life" usually solving some sort of daily problem o Based on a problem-solution approach o May be seen as corny o Can be an effective way to use humor appeals

scientific/ technical evidence

o Variation of the straight sell, scientific/ technical evidence is presented in the ad to support performance or efficacy claims o Often cites technical information, results of studies, endorsements by doctors

user generated content

o Whereby ads are created by consumers rather than by the company or agency o Is seen thorugh contests

information processing model

o a model of the process through which a consumer must pass to be influenced by advertising § The receiver in a persuasive communication situation is an information processer/ problem solver § Similar to hierarchy of effects model § Has retention - receiver's ability to retain that portion of comprehended information that they perceive as valid

culture

o broadest and most abstract of the external factors that influence consumer behavior, complexity of learned meanings, values, norms, and customs shared by members of a society § Offers direction and guidance to members of a society in all aspects of their lives, including consumption behavior § Marketers should take into account cultural traditions

AIDA model

o developed to depict the stages in the personal selling process § Depicts the buyer as passing successively through attention, interest, desire, and action § First gets the customers attention and arouses interest § Strong levels of interest should create a desire to use the product § Action stage involves getting the customer to make the purchase

indirect source

o doesn't actually deliver a message, but draws attention to and/or enhances the appearance of the ad § Example: models in ads o Source: the person involved in communicating a marketing message

persuasion matrix

o helps marketers see how each controllable element interacts with consumer's response process § Independent variables are the controllable components of the communication process § Dependent variables are the steps a receiver goes through in being persuaded

internal search

o information retrieval that involves recalling, the initial search effort often consists of an attempt to scan information stored in memory to recall past experiences or knowledge regarding various purchase alternatives § Past experiences § Information regarding various purchasing alternatives § Repetitive purchases, previously acquired information that is stored in memory (past performance) is sufficient for comparing alternatives and making a choice

direct source

o is a spokesperson who delivers a message and/or endorses a product or service § Example: celebrity spokesperson

competitive advantage

o makes comparisons to other brands § Can be either direct or indirect and claims superiority on one or more attributes

favorable price

o makes price offer the dominant point § Used by retailers to announce sales, special prices, or low, everyday prices § Used by fast food chains

news

o news announcement about the product dominates the ad § Used for a new product or service, or to inform consumers of significant modifications or improvements

decoding

o process of transforming the sender's message back into thought § Heavily influenced by the receiver's frame of reference: experiences, perceptions, attitudes, and values he or she brings to the communication situation

integration processes

o product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives § Analysis focuses on the different types of decision rules used to decide among purchase alternatives

perception

o receiving, selecting, organizing, and interpreting information to create a meaningful picture of the world

external search

o seeking information from external sources if internal sources do not yield enough information § Internet--- sponsored information via companies' websites § Personal sources - friends, relatives, co-workers § Marketer-controlled sources - information from advertising, salespeople, point of purchase displays and packaging § Personal experience - actually handling, examining, or testing the product § Public sources -articles in magazines, newspapers, TV

online model (affect referral decision rule)

o selection is made on the basis of overall impression or summary evaluation of the various alternatives under consideration § Suggests that consumers have affective impressions of brands stored in memory, that can be accessed at the time of the purchase § Stresses overall affective feelings or emotions about their products · Ad jingles like Nationwide

hierarchy of effects

o shows the process by which advertising chosen/ works § Sets and measures advertising objectives § It assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase - advertising effects occur over a long period of time § Advertising communication may not lead to immediate purchase --- knowledge, liking, preference and conviction must occur before purchase

heuristic

o simplified decision rules customers use for purchase decisions § Price-based, promotion-based

popularity

o stresses the brand's popularity by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market § Main point of this type of advertising is that the wide use of the brand proves its quality or value and other customers should consider using it

evoked set

o subset of all the brands of which the consumer is aware, various brands determined as purchase options § depends on the: · importance of the purchase · time and energy spent comparing alternatives § the exact size of the evoked set varies from one consumer to another and depends on factors, such as the importance of the purchase and the amount of time and energy the consumer wants to spend time comparing alternatives § the goal of most advertising is to increase the likelihood that a brand will be in a consumer's evoked set · creates top-of-mind awareness and reminder advertising

source

o the person or organization that has information to share with another group of people § Can be a spokesperson o Because the receiver's perceptions of the source influence how the communication is received, marketers must be careful to select a communicator the receiver believes is knowledgeable and trustworthy

receiver

o the person with whom the sender shares thoughts or information § The consumers in the target market or audience who read, hear, or see the marketers message and decode it

Sources of Problem Recognition

out of stock, dissatisfaction, new needs/wants, related products/purchases, marketer induced problem recognition, new products

self-efficacy

perceived ability of target to carry out successfully proposed solution

response efficacy

perceived ability/ potential of proposed solution to address threat or risk

susceptibility

perceived probability that threat will occur

Maslow's Hierarchy of Needs

physiological, safety, love/belonging, esteem, self-actualization

information processing model

presentation, attention, comprehension, yielding, retention, behavior

3 types of cognitive responses

product/ message thoughts, source oriented, ad execution thoughts

_________________ was created by Sigmund Freud and it influenced the study of modern psychology. Marketers use this to find potentially deeply rooted beliefs that impact behaviors.

psychoanalytic theory

source bolstering

receivers who react favorably to the source and generates favorable thoughts

Putting strong arguments at the end of the message creates a ____________ effect. This may be useful if the audience is already receptive to the product or brand.

recency

mere exposure effect

repeated exposure to a stimulus can result in favorable feelings towards it

A person is looking for a good sanitizer and is checking the label for alcohol content. The idea that a particular alcohol content is preferred is a __________ because it is an important attribute that is brought to mind.

salient belief

When attempting viral marketing, _________ is very important. This is the process of identifying the initial group of consumers who will start to spread your message.

seeding

innovation adoption model

shows the stages a consumer passes through in the process of adopting a new product

____________ is when there is some sort of resemblance between the source and the message receiver.

similarity

message inoculation

the idea that by pro-actively refuting negative information, a brand can "protect" audiences from exposure to the same negative message elsewhere

safety

the need for security and safety from harm

perceived scrutiny

the receiver's estimate of the source's ability to observe conformity

In the movie, why could the educational broadcaster Channel One charge a premium for their ads?

they broadcast to high school students

support arguments

thoughts that affirm the claims made in the message

According to the multiattribute model, the attitude toward the brand is made up of the beliefs on how the brand performs on an attribute, how important that attribute is to the person and the number of attributes considered.

true

Good trailers are emotionally engaging and curiosity creating.

true

Using a celebrity endorser could be a problem if the celebrity becomes overexposed.

true

A ____________ presents the good and bad attributes of the product or brand.

two-sided message

dissatisfaction

· Consumer dissatisfaction with the product being used · Example: doesn't like snow boots anymore · Advertising may need to be used to help consumers recognize when they have a problem or need to make a purchase

power

§ A source has power when they can actually administer rewards and punishments to the receiver § As a result, the source may be able to induce another person to respond to the request or position he or she is advocating § For a source to seem 'powerful' and impact audiences - all three variables must be present

refutation

§ A special type of two-sided message, where the communicator presents both sides of an issue, then refutes the opposing viewpoint

positioning

§ Advertising is used to establish or position the product or service in a particular place in the consumer's mind § Positioned on the basis of product attributes, price/quality, usage or application, product users, cultural symbols, or product class

ad execution thoughts

§ Affective reactions representing the consumer's feelings towards the ad § Can be either favorable or unfavorable

multiattribute attitude model

§ Attributes of a product or brand provide the basis on which consumers form their attitude § Views an attitude object, such as a product or brand, as possessing a number of attributes that provides the basis on which consumers form their attitudes § Consumers have beliefs about specific brand attributes and attach different levels of importance to these attributes

classical conditioning

§ Brand is shown with an unconditioned stimulus that elicits pleasant feelings, when the brand is presented simultaneously with this unconditioned stimulus, the brand itself becomes a conditioned stimulus that elicits the same favorable response

finding inherent drama

§ Characteristic of the product that makes the consumer purchase it § Hard to find, but it is always there, and once found it is the most interesting and believable of all advertising appeals

operant conditioning

§ Companies attempt to provide their customers with products and services that satisfy their needs and reward them to reinforce the probability of repeat purchase

selective attention

§ Consumer chooses to focus attention on certain stimuli while excluding others · Advertisers must use creative aspects in their ads to gain their attention

o The celebrity may be overexposed, reducing his or her credibility

§ Consumers are often skeptical of endorsements, because they know the celebrities are being paid § When a celebrity endorses too many products or companies and becomes overexposed § Advertisers can protect themselves against this with an exclusivity clause limiting the number of products a celebrity can endorse

selective exposure

§ Consumers choose whether or not to make themselves available to information · A viewer of a TV show may fast forward through commercials

selective retention

§ Consumers do not remember all the information they see, hear or read even after attending to and comprehending it · Advertisers attempt to make sure that information will be retained in the consumer's memory when it comes time to make a purchase

selective comprehension

§ Consumers interpret information on the basis of their own attitudes, beliefs, motives and experiences · Interpret information in a manner that supports their own position - brand loyalty 24/7

o The celebrity might overshadow the product being endorsed

§ Consumers may focus their attention on the celebrity and fail to notice or recall the brand or advertising message (vampire effect) § Can be problematic when consumers have low attachment to or interest in celebrity

unique selling proposition

§ Each advertisement must make a proposition to the consumer --- must say "buy this product, and you will get this.." § The proposition must be one that the competition either cannot or does not offer, must be unique in either the brand or claim § The proposition must be strong enough to move the mass millions, pull over new consumers to your brand § Advertisers must also consider whether the USP affords them a sustainable competitive advantage that competitors cannot easily copy

o The celebrity's behavior may pose a risk for the company

§ Entertainers have been involved in activities that can embarrass the companies whose products they endorsed

reference group

§ Group whose presumed perspectives or values are being used by an individual as the basis for his or her judgements, opinions, and actions § Group: "two or more individuals who share a set of norm, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent"

o The target audience may not be receptive to celebrity endorsers

§ How well the individual matches and is received by the advertiser's target audience § Consumers who are knowledgeable about a product or have strongly established attitudes may be less influenced by a celebrity than those with smaller influence

ability

· Do we have the capability to process the message? o Distractions o Inherent abilities o Prior knowledge/ intellectual capacity

creating a brand image

§ In many service categories, competing brands are so similar that it is difficult to find or create a unique attribute or benefit to use as the major selling idea § The creative strategy used to sell these products is based on the development of a strong, memorable identity for the brand through image advertising § Key is to develop a brand image that will appeal to product users - often done by associating a brand with certain symbols that have cultural meaning

elaboration

§ Is the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication § Attitude formation or change process depends on the amount and nature of elaboration § High elaboration = receiver engages in careful consideration of the messages in argument § Low elaboration = the receiver does not engage in active information processing or thinking, but makes inferences about the position being advocated in the message on the basis on simple positive or negative cues

fear appeals

§ May stress physical danger or threats to health, may identify social threats, can backfire if level of threat is too high § Fear is an emotional response to a threat that expresses some type of danger · Uses fear appeals to arouse individuals to remove the threat § The message acceptance increases as the level of fear rises, to a point - beyond that point, acceptance decreases as the level of fear rises § Fear appeals have a facilitating and inhibiting effect · Small amounts of fear = individual is motivated to resolve that fear · Large amounts of fear = individual may turn away from ad all together

self paced media

§ Newspapers, magazines, direct mail, internet § Readers process the ad or information at their own rate and can study it as long as they desire better for long, complex messages

externally paced media

§ Radio, television § Transmission rate is controlled by the medium better at getting attention, but has limits in length

social class

§ Refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped § Based on occupational status, educational attainment and income § Social class groups have a natural basis for market segmentation

cognitive stage

§ Represents what the receivers knows or perceives about the particular product or brand · Awareness that the brand exists and knowledge about its attributes

situational determinants

§ Specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchase behaviors § Types - usage, purchase, and communications situation · Usage - the circumstance in which the product will be used · Purchase situation - the environment operating at the time of purchase ~ time constraints, store environment · Communications - situation in which the advertising exposure occurs ~ radio, commercial

comparative ads

§ Useful for new brands, often used for brands with small market share, · Since it allows a new market entrant to position itself directly against the more established brands and to promote its distinctive advantages § used in political advertising § The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attitudes

central route

§ When elaboration likelihood is relatively high § Cognitive responses (CRs): our cognitive reactions to the message: · Positive · Negative § The receiver is a very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate messages is high § Consumer pays close attention to message content and scrutinizes arguments § Emphasis on strong message arguments · Strong argument = positive CRs and persuasion · Weak arguments = negative CRs, can result in counterarguments/ source derogations and can boomerang · Persuasion is a function of valence and number of CRs

peripheral route

§ When elaboration likelihood is relatively low we look for factors peripheral to the message's content § Receiver lacks the motivation or ability to process information and is not likely to engage in detailed cognitive processing § Emphasis on simple decision rules (mental shortcuts) called "heuristic cues" § Persuasion is a function of the valence (positive/ negative, favorable/ unfavorable) of the peripheral cue, relies on peripheral cues rather than central message § Favorable attitudes may be formed if the ad endorser is an expert or attractive § Ads that advocate for extreme positions, use endorsers that are not well liked, or are not executed well, may be rejected without any consideration of their information or message contents § When involvement is low, celebrities have significant effect on attitudes, but when involvement is high celebrities have no effect

subculture

§ Within a given culture, are smaller groups whose beliefs, values, norms and patterns of behavior set apart from the larger cultural mainstream · Age, geographic, religious, racial, or ethnic differences

likability

§ affection for the source resulting from physical appearance, behavior, or personal traits · Some advertising may negatively impact body self-image of men and women · Some advertisers have responded by creating ads that feature a diversity of body types

evaluative criteria

§ dimensions or attributes of a product or service that are used to compare different alternatives

credibility

§ he extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information

hard sell/ rational appeal

§ informational message that is designed to touch the mind and create a response based on logic · Advertising must sell the product or service, and the more selling points or information in the ad, the better its chance of moving the consumer to purchase o Focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasizes features of a product or service and/ or the benefits or reasons for owning or using a particular brand o Emphasizes facts, learning, and the logic of persuasion o Tends to be informative o Objective is to persuade the target audience to buy the brand, because it is the best available or it does a better job of meeting consumers' needs o Rational motives: comfort, convenience, economy, health, touch, taste, quality, dependability, performance

familiarity

§ knowledge of the source through repeated or prolonged exposure · Is used through celebrity spokespeople

partial (or intermittent) reinforcement schedule

§ learning occurs more slowly, but lasts longer - is used and only some of the responses are rewarded · Only some responses are rewarded · Promotional programs have partial reinforcement schedules o A firm may offer consumers an incentive to use the company's product - the firm does not want to offer the incentive every time, because consumers might become dependent on it and stop buying the brand when the incentive is withdrawn

continuous reinforcement

§ learning occurs rapidly and every response is rewarded, but the behavior is likely to cease when reinforcement stops · Marketers must provide continuous reinforcement to consumers or risk their switching to brands that do

firm conclusion

§ messages with explicit conclusions are more easily understood and effective in influencing attitudes · More educated people may prefer to to draw their own conclusions and be annoyed at an attempt to explain the obvious and vice versa

source derogation

§ negative thoughts about the spokesperson or organization making the claims · Less likely to accept the things they say

type token ratio

§ number of different words used relative to the total number of words § Recipients like greater diversity - leads to judgements of the source's credibility. Advanced vocabulary seen as more intelligent § However, this may vary by recipient characteristics and likelihood of elaboration scenarios

brand loyalty

§ preference for a particular brand, based on repeated purchase § Build and maintain brand loyalty through loyalty/ reward promotions § Decision >purchase intention > brand loyalty

two sided message

§ presents both good and bad points · Effective with those with unfavorable attitude · Higher prior knowledge/ education · Enhances credibility, seen as less biased

shaping

§ reinforcement of successive acts that lead to a desired behavior pattern or response, reinforcement schedules can also be used to influence consumer learning and behavior · Can be used as part of the introductory program for new products · If they drop the incentives too soon, the consumer may not establish the desired behavior; but if they overuse them, the consumer' purchase may become contingent on the incentive rather than the product or service

similarity

§ resemblance between the source and the recipient of the message · Can be seen if consumer feels empathy for the person shown in the commercial or an average consumer as spokesperson

mnemonics

§ symbols, rhymes, associations, and images that assist in the learning and memory process · Advertisers make the company phone number, the company name

identification

§ the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences or behaviors · Maintaining this position depends on the source's continued support for the position and the source · Does NOT integrate information from an attractive source into the belief system - receiver maintains the attitudinal position, only as long as it is supported by the source or the source remains attractive

counterarguments

§ thoughts the recipient has that are opposed to the message taken in the message

soft sell/ emotional appeal

§ uses emotional appeals or images to create a response based on attitudes, moods, and feelings · Generally used in advertising · Advertising has to build an emotional bond between consumers and brands that goes beyond product advertising · Consumers want to be entertained and inspired o Relate to the customers' social/ psychological needs for purchasing a product or service o Many consumers' motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes o Appeals are based on the psychological states or feelings directed to the self - such as pleasure or excitement o Commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service o One of the reasons why emotional campaigns work so well is that they reduce price sensitivity and strengthen the ability of brands to charge a price premium, which contributes to profitability o Influences consumers' interpretations of their product usage experience

cognitive dissonance

§ when we have conflicting beliefs, or conflict between belief and behavior § A feeling of psychological tension or post-purchase doubt that a consumer experiences after making a difficult purchase choice · More likely to occur in important decisions where the consumer must choose among close alternatives § It is a distressing feeling that we tend to avoid § We seek opinions that are consistent with our existing beliefs; we avoid opinions that are not

positive aspects of fear appeal

· Activates attention and interest in message · May motivate receiver to resolve threat · More likely to process through central route than a peripheral route o Less dependent on predispositions o Stronger attitude change

pros of humor appeals

· Aids attention and awareness · May aid in retention of the message · Creates a positive mood and enhances persuasion · May aid name and simple copy registration · May serve as a distracter, reducing counterarguing · Responds more favorably than serious message

Dissonance Model (B->A->K)

· Behaviors lead to attitudes, which then serve as a basis from which to gain knowledge · Involves situations where consumers first behave, then develop attitudes as a result of that behavior, and then learn or process the information that supports the behavior · Occurs when consumers must choose between two alternatives that are similar in quality, but are complex and may have unknown attributes. Focus of promotion should be on reducing dissonance after purchase · Reinforcement as promotion - ad reinforces consumer choice and reduces 'dissonance'

related products/ purchases

· Can be stimulated by the purchase of a product · Example: purchase of new iPhone requires you to buy all the related accessories - new phone case, etc.

new needs/ wants

· Changes in consumer's lives (financial situations) may result in new needs or wants · Want: a desire for something that one does not have · Example: post-grad life requires you to buy a new wardrobe of professional gear

cons of humor appeals

· Does not aid in persuasion in general · May harm recall and comprehension · Does not aid source credibility · May wear out faster than non-humorous ads o After seeing the ad multiple times o Once the consumer gets the joke, the ad becomes boring · May distract from the brand and attributes

high and low credibility sources

· Equally effective when arguing for a position when opposing their own best interest · High credibility source is not always an asset, nor is a low-credibility source always a liability · A very credible source is more effective when the message recipients are not in favor of the position advocated in the message · A very credible source is less important when the audience has a neutral position, may even be less effective when the receiver's initial attitude is favorable

§ There will only be persuasion in the desired direction using the central route if you:

· Get people to want to pay attention · Present the material in a manner they can grasp · Provide convincing arguments

marketers can influence consumer attitudes by:

· Increasing or changing the strength/ belief rating of a brand on an important attribute - Colgate Optic White toothpaste has the best whitening power · Changing consumers perceptions of the importance or value of an attribute - Michelin tires provide higher gas mileage and safety o Marketers using this strategy want to increase the importance an attribute has to solve a problem · Adding a new attribute or attitude formation process - Product is environmentally friendly (Clorox Green) o Marketers do this by improving their products or focusing on additional benefits or consequences associated with using the brand · Changing perceptions of belief ratings for a competing brand - GM shows that its cars can compete with anyone

motivation

· Is there incentive to process the message? o High importance o Personal relevance o Mood

marketer-induced problem recognition

· Marketers' actions encourage consumers to not be content with their current state or situation · Example: ads for personal hygiene products may be designed to create insecurities that consumers can resolve through the use of these products · Marketers take advantage of consumers' tendency toward novelty-seeking behavior - leads them to try different brands

sleeper effect of information

· Persuasiveness increases over time for low credibility sources (remember information, but not sources) · A reason why low-credibility source can be as effective as a high-credibility source · With time, the association of the message with the source diminishes and the receiver's attention focuses more on the favorable information in the message, resulting in more support · Many studies have FAILED to demonstrate the presence of a sleeper effect

learning model

· Promotion supplies information, which can lead to a type of attitude formation/ change, which influences a behavior · Most applicable when there is high involvement and differentiation - for example automotive purchase · Ads for products in these areas are often detailed and provide customers with information that can be used to evaluate brands · Information or knowledge acquired or learned about various brands are the basis for the attitudes, that guide what the consumer will do

decisions that can be evaluated with the persuasion matrix:

· Receiver/ comprehension: marketers must know their target market to make their message clear and understandable · Channel/ presentation: asks which media will increase presentation · Message/ yielding: what type of message will create favorable attitudes or feelings · Source/ attention: who will be effective in getting consumers' attention

how to reduce cognitive dissonance

· Seeks out reassurance and opinions from others to confirm the wisdom of their purchase decision · Lowers their attitudes of the unchosen alternative · Deny or distort any information that does not support their choice · Advertising as consumers · Post-purchase communication

affinity model

· Situations where a product is doing well and campaign is designed to get those who already have purchased the brand to do it again - brand loyalty · Want to build off of the pre-existing positive attitude to promote a brand extension—marketing iPad to iPhone users

salient beliefs

· Specific attributes or consequences that are activated and form the basis of an attitude

out of stock

· When consumers use their existing supply of a product, and must replenish their stock · Purchase decision is usually simple and is often resolved by choosing a familiar brand or one to which the consumer feels loyal

new products

· When innovative products are introduced and brought to the attention of consumers - tells consumers about the new problems they solve

rational model

· You gain information about a product, and from this knowledge gain, you make a purchase · Only after you begin to use the product, you form an attitude about it · Occurs when involvement is low, minimal differences among alternatives, and mass-media advertising is important · Example: used for products sold through lengthy, tv infomercials · Message exposure under low involvement à shift in cognitive structure à purchase àpositive or negative experience à attitude formation o May focus on jingles or background music rather than actual message content o Prevails in a lot of the advertising we see for frequently purchased products

trustworthiness

· does the source provide unbiased, objective information, honest, ethical, believable o Finding celebrities or other people with a trustworthy image is often difficult - some trustworthy individuals are hesitant to endorse products, because of the potential impact on their reputation and image

expertise

· does this source have relevant knowledge, skill or experience

compliance

· the receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment · the receiver may show public agreement, but may have a private disagreement · may be superficial § Is difficult to apply to a nonpersonal influence situation · Indirect way of using power is through using an individual with an authoritative personality as a spokesperson § In a personal selling situation, the sales rep may have some power over the buyer, if the latter anticipates receiving special rewards or favors for complying with the salesperson