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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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