solomon08im.docx
《solomon08im.docx》由会员分享,可在线阅读,更多相关《solomon08im.docx(26页珍藏版)》请在冰豆网上搜索。
![solomon08im.docx](https://file1.bdocx.com/fileroot1/2023-2/5/f045fbfd-8853-488e-b0a0-f01f6f3e73a4/f045fbfd-8853-488e-b0a0-f01f6f3e73a41.gif)
solomon08im
8
ATTITUDECHANGEANDINTERACTIVECOMMUNICATIONS
ChapterSUMMARY
Thischapterfocusesonhowthemarketercanattempttochangeattitudesthroughpersuasiveandinteractivecommunications.Infact,persuasionreferstoanattempttochangeattitudes.Tobeginthisprocessofchange,agoodplacetostartisinunderstandingcommunicationmodels.Astandardmodelispresentedalongwithramificationsforchangingattitudes.Partsofthismodelincludeasource,message,medium,receiver,andfeedback.
Althoughthetraditionalcommunicationsmodelisacceptable,itdoesnottellthewholestoryasfarasconsumerbehaviorisconcerned.Consumershavemorechoicesthaneverandmuchmorecontroloverwhichmessagestheywillchoosetoprocess.Newideasaboutcommunication(theusesandgratificationstheory)arepresented.Theendconclusionisthatmarketersmustkeeppacewiththerapidlychangingcommunicationenvironmentiftheywishtoreachconsumerswiththeirmessagesandideas.
Regardlessofhowortowhatextenttheconsumerreceivesthemessage,sourceeffectsareanimportantvariabletobeconsideredbythemarketerandadvertiser.Undermostconditions,thesourceofamessagewillhaveabigimpactonthelikelihoodthemessagewillbeaccepted.Twoparticularlyimportantsourcecharacteristicsarediscussed—sourcecredibilityandattractiveness.Thestudyofattractivenessisparticularlyinterestinggiventhedramaticincreaseintheusageofcelebritiestoendorseproducts.Prosandconsofthisapproacharereviewed.
Characteristicsofthemessageitselfhelptodetermineitsimpactonattitudes.Someelementsofamessagethathelptodetermineitseffectivenessarewhetheritisconveyedinwordsorpictures,howoftenthemessageisrepeated,whetheranemotionalorrationalappealisemployed,thefrequencywithwhichitisrepeated,whetheraconclusionisdrawn,whetherbothsidesoftheargumentarepresented,andwhetherthemessageincludesfear,humor,orsexualreferences.Eachofthetheseelementsisreviewedinthischapter.
Therelativeinfluenceofthesourceversusthemessagedependsonthereceiver’slevelofinvolvementwiththecommunication.Theelaborationlikelihoodmodel(ELM)specifiesthataless-involvedconsumerwillmorelikelybeswayedbysourceeffects,whileamore-involvedconsumerwillmorelikelyattendtoandprocesscomponentsoftheactualmessage.Marketersmustlearntoaccountforthesedifferencesiftheywishtobeeffectivecommunicators.
ChapterOutline
1.ChangingAttitudesThroughCommunication
a.Consumersareconstantlybombardedbymessagesinducingthemtochangetheir
attitudes.Thefocusofthischapterisonaspectsofcommunicationthatspecifically
helptodeterminehowandifattitudeswillbecreatedormodified.
1)Persuasionreferstoanactiveattempttochangeattitudes.
2)Persuasionisacentralgoalofmanymarketingcommunications.
3)Somepsychologicalprinciplesthatfunctioninthepersuasionprocessare:
a)Reciprocity
b)Scarcity
c)Authority
d)Consistency
e)Liking
f)Consensus
DiscussionOpportunity—Havetheclassthinkofanattitudethatoneorbothoftheirparentshave.Askthemtothinkofawaythattheycouldpersuadethemtochangetheattitude?
Decisions,Decisions:
TacticalCommunicationsOptions
b.Tocraftpersuasivemessagesthatmightchangeattitudes,anumberofquestions
mustbeanswered:
1)Whoisfeaturedintheadthatseekstochangeanattitude?
Giventhe
circumstances,whowouldbebest?
(Thesourceofamessagehelpstodetermine
consumers’acceptanceofitaswellastheirdesiretotrytheproduct.)
2)Howshouldthemessagebeconstructed?
3)Whatmediashouldbeusedtotransmitthemessage?
4)Whatcharacteristicsofthetargetmarketmightinfluencethead’sacceptance?
TheElementsofCommunication
c.Marketersandadvertisershavetraditionallytriedtounderstandhowmarketing
messagescanchangeconsumers’attitudesbythinkingintermsofthe
communicationsmodel,whichspecifiesthatanumberofelementsarenecessary
forcommunicationstobeachieved.Thebasicmodelcanbeperceivedas
havingfiveparts:
1)Thesource—wherethecommunicationoriginates.
2)Thismeaningmustbeputintheformofamessage.Therearemanywaysto
saysomething.
3)Themessagemustbetransmittedviaamedium(suchastelevisionor
magazines).
4)Themessageisthendecodedbyoneormorereceivers.Thereceiverinterprets
themessageinlightoftheirownexperiences.
5)Finally,feedbackmustbereceivedbythesource(whousesthereactionsof
thereceiverstomodifyaspectsofthemessage).
*****UseFigure8-1Here*****
DiscussionOpportunity—Provideanillustrationofthecommunicationsmodeldescribedinthechapter.Whatarethestrengthsandweaknessesofthismodel?
Howcanthesourcebeabettercommunicator?
AnUpdatedView:
InteractiveCommunications
d.Traditionalmodelsofcommunicationsdonottellthewholestoryaboutthe
communicationprocess.
1)Consumershavemanychoicesintoday’sdynamicworldofinteractivity.
2)Permissionmarketingisarelativelynewtermusedtodescribeconsumerswhohave
agreedtoallowmarketerstosendthempromotionalinformation.
3)Thetraditionalmodelwasdevelopedbywhatwasknownasthe
FrankfurtSchool(itdominatedcommunicationtheoryformostofthelast
century).
4)Oneoftheflawswasthatthereceiverwaslargelyseenasbeingpassiveor
just“fed”bythemedia.
e.Proponentsoftheusesandgratificationtheoryarguethatconsumersare
anactive,goal-directedaudiencethatdrawsonmassmediaasaresourceto
satisfyneeds.(Thisiscontrarytothetraditionalmodelmentionedpreviously.)
1)Thisviewemphasizesthatmediacompetewithothersourcestosatisfyneeds,
andthattheseneedsincludediversionandentertainmentaswellasinformation.
2)Thereisablurbetweeninformationandentertainment(suchaswithWebsites).
3)Consumersarebecomingmorelikepartnersthaneverbefore.Theymayseek
outmessages.
4)Theremotecontroldeviceisanexampleofthis“seeking”behavior.
Consumersareseekingtocontroltheirmediaenvironment.
*****UseFigure8-2Here;UseConsumerBehaviorChallenge#1Here*****
DiscussionOpportunity—Askstudentstothinkofexamplesofhowtheyarepassiveandactiveininformationacquisition.Askhowtheyinteractwiththemediatoreceiveinformation.
DiscussionOpportunity—Ask:
HowyouareattemptingtocontrolyourownWeborInternetenvironment.
f.Akeytounderstandingthedynamicsofinteractivemarketingcommunicationsis
toconsiderexactlywhatismeantbyaresponse.Avarietyofresponsesare
possible:
1)Buyingtheproduct
2)Buildingbrandawareness
3)Acquiringinformationaboutproductfeatures
4)Reminders
5)Buildingalong-termrelationship(probablythemostimportantresponse)
g.Therearetwobasictypesoffeedback:
1)First-orderResponse—aproductofferthatyieldsatransaction(anorder).
2)Second-orderResponse—customerfeedbackinresponsetoamarketing
messagethatisnotintheformofatransaction.
DiscussionOpportunity—Askstudentstogiveapersonalexampleofasecond-orderresponse.Didthisresponseeventuallyresultinatransaction?
DiscussionOpportunity—Askstudentstothinkoftechniquesthathelpasecond-orderresponseendinanorder.Havethemlistthem,andthencallonindividualstoshare.
2.TheSource
a.Regardlessofhowamessageisreceived,commonsensetellsusthatthesame
wordsutteredorwrittenbydifferentpeoplecanhaveverydifferenteffects.
1)Undermostconditions,thesourceofamessagecanhaveabigimpactonthe
likelihoodthemessagewillbeaccepted.
2)Twoveryimportantsourcecharacteristicsarecredibilityandattractiveness.
SourceCredibility
b.Sourcecredibilityreferstoasource’sperceivedexpertise,objectivity,ortrust-
worthiness.Thebeliefthatacommunicatoriscompetentisimportanttomost
consumers.Acrediblesourcecanbeparticularlypersuasivewhentheconsumer
hasnotyetlearnedmuchaboutaproductorformedanopinionofit.
1)Credibilitycanbeenhancedifthesource’squalificationsareperceivedas
somehowrelevanttotheproductbeingendorsed.Thislinkagecanovercome
manyobjectionstheconsumermayhavetowardtheendorserorproduct.
2)Evennegativelyperceivedsourcescanaffectattitudechangeinapositivemanner
throughwhatisknownasthesleepereffect.Thiseffectdemonstratesthatinsome
instances,thedifferencesinattitudechangebetweenpositivesourcesandlesspositive
sourcesseemtogeterasedovertime.Explanationsofthesleepereffectinclude:
a)Thedissociativecuehypothesis—overtimethemessageandthesource
becomedisassociatedintheconsumer’smind.
b)Theavailability-valencehypothesis—emphasizestheselectivityof
memoryowingtothelimitedcapacity.
DiscussionOpportunity—Askstudentstothinkofaspecificillustrationofthesleepereffect.
3)Aconsumer’sbeliefsaboutaproduct’sattributescanbeweakenedifthe
sourceisperceivedtobethevictimofbiasinpresentinginformation.
a)Knowledgebiasimpliesthatasource’sknowledgeaboutatopicisnot
accurate.
b)Reportingbiasoccurswhereasourcehastherequiredknowledge,buthis
orherwillingnesstoconveyitaccuratelyiscompromised.
DiscussionOpportunity—Ask:
Whatcelebritysourcesdoyouperceiveasbeingmostcredible?
Isthisinspecificproductorservicecategoriesoracrosstheboard?
4)Often,themoreinvolvedacompanyappearstobeinpromotingitsproducts,theless
credibleitbecomes.Thisph