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Chapter 8
Attitude Change and Interactive Communications
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
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Traditional Communications
Model
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Consumer
Consumer
Consumer
Consumer
Consumer
Medium
Message
Organization
FEEDBACK
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Uses and Gratifications
Uses and Gratifications Theory
Consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs.
Emphasizes that media compete with other sources to satisfy needs, and these needs include diversion and entertainment, as well as information.
Consumers are playing a more proactive role, more like a partner, in the communications process. They may actually seek out messages.
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Interactive Communications Model
Receiver
Receiver
Receiver
Communication Medium
Sender
Sender
Sender
The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process.
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What is a Response?
Building a
Long-Term
Relationship
Reminding Us
To Purchase
the Product
Building
Brand
Awareness
Informing Us
About Product Features
Buying
the
Product
Types of
Customer
Responses
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Levels of Interactive Response
Customers Interact With Marketers and Offer Two Basic Types of Feedback:
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Source Characteristics:
Credibility
Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted.
One Important Source Characteristic Is:
Source Credibility: Source’s perceived expertise, objectivity, or trustworthiness.
Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed.
Source should not display either Knowledge or Reporting Bias in presenting information.
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Source Characteristics:
Attractiveness
Another Important Source Characteristic Is:
Source Attractiveness: Source’s perceived social value.
Celebrities are successful endorsers because they embody Cultural Meanings such as status, social class, gender, age, or personality types.
Halo Effect often occurs when persons of high rank on one dimension are assumed to excel on others as well. The “What is beautiful is good” stereotype.
Experts are effective endorsers for products that have High Performance Risk.
Celebrities are effective endorsers for products that have High Social Risk.
Explanations for the Sleeper Effect include: Dissociative Cue or Availability-Valence Hypotheses.
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Issues Regarding Development
of a Message
How Often Should Message be Repeated?
Conclusion Drawn or Left to Listener?
Both Sides of Argument Presented?
Compare to Competitors?
Blatant Sexual Appeals Used?
Negative Emotions Aroused?
How Concrete or Vivid Should Arguments and Imagery Be?
Should Ad be Funny?
Message Conveyed in Words or Pictures?
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Sending the Message
Visual Messages
Stronger Memory Trace
May Affect Brand Inferences
and Brand Attitudes
Verbal Messages
Stronger in High-Involvement
Situations
Message Conveyed in Words or Pictures
Both Pictures and Words Can Differ in Vividness
Repetition Helps Us Remember - But Ads “Wear Out”
Two-Factor Theory
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Effects of Visual and Verbal
Components of Advertisements
on Brand Attitudes
Brand Attitudes
Attitude Toward the Advertisement
Visual Component of Advertisement
Beliefs About Product Attribute
Verbal Component of Advertisement
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Constructing the Argument
Two-Sided
Argument
Refutational
Arguments
One-Sided or
Supportive
Argument
One- Versus Two-Sided Arguments
Drawing Conclusions
Should the Advertiser Draw Conclusions or Leave
It To the Consumer to Decide?
Comparative Advertising
Technique Compares Two Specifically Named
Products and Seems to be Effective for New Products
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Types of Message Appeals
Emotional versus Rational Appeals
Emotional Appeals try to Bond the consumer with the product.
Ad recall for Rational Appeals tends to be better.
Sex Appeals
Draws attention to an ad.
Ineffective if the consumer sees it as a “trick” to grab attention.
Most effective if the product is sex-related . perfume.
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Types of Message Appeals
Humorous Appeals
Draws attention to ads.
Humor can be a distraction, increasing the likelihood of message acceptance.
Fear Appeals
Appeals can be directed toward social, career or love life fears.
Fear is effective when used in moderate amounts.
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The Message as an Art Form
Product or service that has
been personified by a
character. (Jolly Green Giant)
Involves use of explicit
comparison.
(Tony the Tiger = Strength)
Presentation that combines a
play on words with a relevant
picture.
Drama - draws viewer into
the action.
Lecture - source speaks
directly to audience.
Allegory
Metaphor
Resonance
Forms of Story Presentation
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The Elaboration Likelihood
Model
Attention and Comprehension
Communication
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The Elaboration Likelihood
Model
Attention and Comprehension
Communication
High-Involvement Processing
Cognitive Response
Belief and Attitude Change
Behavior Change
Central route
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The Elaboration Likelihood
Model
