Chapter 8 Flashcards
(11 cards)
What is the reciprocity principle, and how can it be used to change attitudes?
The reciprocity principle states that people are more likely to give something if they receive something first. Marketers can leverage this by offering free samples, gifts, or other incentives to encourage consumers to try their products or services. The idea is that by receiving something of value, consumers will feel obligated to reciprocate by making a purchase or at least developing a more favorable attitude toward the brand. For example, including a nominal amount of money in a mail survey questionnaire increases the response rate
How can authority be used to change consumer attitudes?
Consumers tend to respect authority figures and are more likely to be persuaded by messages from sources they perceive as credible and knowledgeable. Marketers can use expert endorsements, scientific studies, or testimonials from trusted individuals to add weight to their claims and enhance the perceived authority of their message. This approach is particularly effective for products with high performance risk, such as complex electronics or medical devices
How can the principle of liking be used to influence consumer attitudes?
People are more likely to agree with or be persuaded by someone they like. Marketers can use this principle by featuring likable and relatable individuals in their ads, using humor, or creating messages that evoke positive emotions. Using attractive models or celebrities in advertising is a common way to leverage the liking principle, as is featuring “typical” consumers in testimonials or slice-of-life scenarios
How can scarcity be used as a persuasive tool in marketing?
The scarcity principle suggests that people value things that are rare or in limited supply. Marketers can create a sense of urgency and increase demand for their products by emphasizing limited editions, special offers, or time-sensitive promotions. This strategy can be particularly effective for products that are perceived as desirable or exclusive.
How does the principle of consensus influence consumer attitudes?
People often look to the actions and opinions of others to guide their own behavior, especially in uncertain situations. Marketers can leverage this by showcasing positive reviews and testimonials, highlighting the popularity of their products, and using social proof to suggest that others are already enjoying the benefits of what they are offering.
What is the traditional communication model, and what are its limitations?
The traditional communication model depicts communication as a linear process with the following components:
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Source: The originator of the message (e.g., a company, spokesperson, or advertiser).
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Message: The content being communicated, which can be verbal, visual, or both.
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Medium: The channel through which the message is transmitted (e.g., television, radio, print, online).
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Receiver: The target audience for the message (e.g., consumers, businesses, or other stakeholders).
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Feedback: The response of the receiver to the message, which can be direct (e.g., a purchase) or indirect (e.g., a change in attitude).
This model assumes that the receiver is a passive recipient of information and that communication is a one-way flow. However, contemporary communication models, such as the Persuasion Knowledge Model (PKM), recognize that consumers are active participants in the communication process and that they have their own goals and knowledge about persuasion
How do interactive communication models differ from the traditional approach?
Interactive communication models acknowledge the active role of the consumer and the two-way nature of modern communication, especially in the age of social media. These models highlight the importance of engaging consumers in dialogue, fostering relationships, and co-creating content. Marketers are moving away from simply broadcasting messages to creating experiences that allow consumers to interact with the brand on their own terms.
What is source credibility, and how does it impact attitude change?
Source credibility refers to the extent to which the source of a message is perceived as trustworthy, expert, and objective. A credible source can enhance the persuasiveness of a message and increase the likelihood that the audience will accept its claims. Credibility is based on several factors, including the source’s expertise, trustworthiness, and likeability. For example, experts are effective at changing attitudes toward utilitarian products with high performance risk, like vacuum cleaners
What is source attractiveness, and how can it influence consumer attitudes?
Source attractiveness encompasses the source’s perceived social value, including physical beauty, likability, similarity to the audience, and familiarity. An attractive source can capture attention, enhance the perceived appeal of a product, and even trigger positive emotional responses that transfer to the brand. For example, celebrities are more effective when they focus on products with high social risk, such as jewelry and furniture.
What are the benefits and drawbacks of using celebrities as communication sources?
Celebrities can be effective endorsers because they:
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Capture Attention: Their fame and familiarity draw attention to the message.
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Enhance Company Image: Associating a brand with a well-liked celebrity can improve the brand’s image.
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Embody Cultural Meanings: Celebrities often represent certain values or lifestyles that can align with a brand’s positioning
However, there are also potential drawbacks:
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Credibility Issues: A celebrity’s endorsement may not be seen as genuine or trustworthy if they endorse too many products or if their personal values clash with the brand.
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Negative Associations: A celebrity’s bad behavior or negative publicity can damage the brand they represent.
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Cost: Celebrity endorsements can be very expensive, making them inaccessible for many businesses.
Why might marketers choose to use non-human endorsers, such as spokescharacters?
Marketers often opt for non-human endorsers, such as animated characters, mascots, or even virtual influencers, for several reasons:
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Control: They offer greater control over the message and the endorser’s behavior.
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Adaptability: They can be easily updated or modified to fit changing market trends or brand strategies.
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Cost-Effectiveness: Creating and using non-human endorsers can be more affordable than hiring celebrities.
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Brand Safety: They eliminate the risk of scandals or negative associations that can arise from using human endorsers.
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Novelty: They can offer a fresh and unique way to engage consumers
