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1、Chapter 8,Attitude Change and Interactive Communications,CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon,NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE
2、 NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE
3、 NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO,Traditional Communications Model,Co
4、nsumer,Consumer,Consumer,Consumer,Consumer,Medium,Message,Organization,FEEDBACK,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 s
5、atisfy 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.,Interactive Communications Model,Receiver,Receiver,Receiver,Communication M
6、edium,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.,What is a Response?,Building a Long-Term Relationship,Reminding Us To Purchas
7、e the Product,Building Brand Awareness,Informing Us About Product Features,Buying the Product,Types of Customer Responses,Levels of Interactive Response,Customers Interact With Marketers and Offer Two Basic Types of Feedback:,Source Characteristics: Credibility,Under Most Conditions, the Source of a
8、 Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. One Important Source Characteristic Is: Source Credibility: Sources perceived expertise, objectivity, or trustworthiness. Credibility can be enhanced if the sources qualifications are perceived as somehow relevant to the
9、product being endorsed. Source should not display either Knowledge or Reporting Bias in presenting information.,Source Characteristics: Attractiveness,Another Important Source Characteristic Is: Source Attractiveness: Sources perceived social value. Celebrities are successful endorsers because they
10、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 Hig
11、h 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.,Issues Regarding Development of a Message,How Often Should Message be Repeated?,Conclusion Drawn or Left
12、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?,Sending the Message,Visual Messages Stronger Memory Trace M
13、ay 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,Effects of Visual and Verbal Components of
14、Advertisements on Brand Attitudes,Brand Attitudes,Attitude Toward the Advertisement,Visual Component of Advertisement,Beliefs About Product Attribute,Verbal Component of Advertisement,Two-Sided Argument,Constructing the Argument,Refutational Arguments,One-Sided or Supportive Argument,One- Versus Two
15、-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,Types of Message Appeals,Emotional versus Rational Appeals Emotiona
16、l 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 i.e. perfume.,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.,
