Persuading Consumers 2 Flashcards
Feature Complexity
Detail and variation in basic visual features, color, luminance, edges
- Negatively affects attention to the brand and attitude toward the ad
Design Complexity
Elaborate creative design in terms of shapes, objects, patterns, and their arrangements
- Enhances attention, raises understanding, and improves attitudes toward the ad
Positive Message Framing
Stresses the benefits of using a specific product
Independent Self-Image Individuals:
- Persuaded by messages stressing an approach goal
Negative Message Framing
Emphasizes the potential threats or consequences of not using the product
Interdependent Self-View Individuals:
- Persuaded by messages stressing avoidance goals
One-Sided Message
Pretends that the product is one of a kind and unique
- Effective when the audience is friendly, favors the communicator’s position, or is not likely to hear an opposing argument
- Helps reinforce attitudes among current users
Two-Sided Message
Acknowledges competing products
- Effective when the audience is unfriendly, well educated, or likely to hear opposing claims
- Can facilitate brand switching, honest and genuine
Primacy Effect
Material presented first is more effective
ex. opening statement
Recency Effect
Material presented last is more effective
ex. closing statement
Order Effects
If audience interest is low, then the most important point should be made first to attract attention
Revealing the brand name at the start of a message enhances brand recall and message persuasiveness
Comparative Advertisements
Marketing strategy in which a marketer claims product superiority over competitors
- The law requires companies to produce “reasonable factual evidence” in support of comparative claims
Fear Appeals
Strong fear appeals are often employed to discourage certain behaviors (drugs, drunk driving, violence)
Fear appeals are unlikely to be effective among consumers who score high on sensation seeking.
Humor Appeals
Can increase acceptance and persuasiveness of advertising communications
- Most widely used of all advertising appeals
- Strong humorous ads tend to be more memorable
- Product placement in humorous movie scenes can evoke positive emotions.
Need for Humor: Person’s tendency to enjoy, engage, or seek out amusement
Sex Appeals
Can easily get attention from the mass media
- However, sexual themes rarely encourage actual consumption behavior and can distract consumers from the message content
- Effective with sex-related products (Fragrances)
Sexual Self-Schema:
Cognitive generalizations about sexual aspects of oneself that are from past experience, influential in the processing of sexually relevant social information, and guide sexual behavior
Measuring Feedback
Degree of Customer Satisfaction/Dissatisfaction with a product purchase
Persuasion Effects:
Whether the message was received, understood, and interpreted correctly
Sales Effects:
Whether the messages of a given campaign have generated the desired sales level
Media Exposure Effects:
Conducting audience research to identify which media are read and which tv programs are viewed
Understanding:
Persuasion starts with understanding your consumers’ needs, desires, motivations
Adam Galinksy
There were two different conditions:
Condition 1: Perspective-Taking
- Cognitive capacity to consider the world from another individual’s viewpoint
Condition 2: Empathy
- Ability to connect emotionally with someone
Perspective-taking and empathy have differential effects in strategic, mixed-motive interactions
- Perspective taking increased individuals’ ability to discover hidden agreements and to both create and claim resources at the bargaining table
- Empathy did not prove nearly as advantageous and at times was detrimental to discovering a possible deal and achieving individual profit
