solomon08im.docx

1、solomon08im8ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONSChapter SUMMARYThis chapter focuses on how the marketer can attempt to change attitudes through persuasive and interactive communications. In fact, persuasion refers to an attempt to change attitudes. To begin this process of change, a good p

2、lace to start is in understanding communication models. A standard model is presented along with ramifications for changing attitudes. Parts of this model include a source, message, medium, receiver, and feedback.Although the traditional communications model is acceptable, it does not tell the whole

3、 story as far as consumer behavior is concerned. Consumers have more choices than ever and much more control over which messages they will choose to process. New ideas about communication (the uses and gratifications theory) are presented. The end conclusion is that marketers must keep pace with the

4、 rapidly changing communication environment if they wish to reach consumers with their messages and ideas.Regardless of how or to what extent the consumer receives the message, source effects are an important variable to be considered by the marketer and advertiser. Under most conditions, the source

5、 of a message will have a big impact on the likelihood the message will be accepted. Two particularly important source characteristics are discussedsource credibility and attractiveness. The study of attractiveness is particularly interesting given the dramatic increase in the usage of celebrities t

6、o endorse products. Pros and cons of this approach are reviewed.Characteristics of the message itself help to determine its impact on attitudes. Some elements of a message that help to determine its effectiveness are whether it is conveyed in words or pictures, how often the message is repeated, whe

7、ther an emotional or rational appeal is employed, the frequency with which it is repeated, whether a conclusion is drawn, whether both sides of the argument are presented, and whether the message includes fear, humor, or sexual references. Each of the these elements is reviewed in this chapter.The r

8、elative influence of the source versus the message depends on the receivers level of involvement with the communication. The elaboration likelihood model (ELM) specifies that a less-involved consumer will more likely be swayed by source effects, while a more-involved consumer will more likely attend

9、 to and process components of the actual message. Marketers must learn to account for these differences if they wish to be effective communicators.Chapter Outline1. Changing Attitudes Through Communicationa. Consumers are constantly bombarded by messages inducing them to change their attitudes. The

10、focus of this chapter is on aspects of communication that specifically help to determine how and if attitudes will be created or modified. 1) Persuasion refers to an active attempt to change attitudes. 2) Persuasion is a central goal of many marketing communications. 3) Some psychological principles

11、 that function in the persuasion process are: a) Reciprocity b) Scarcity c) Authority d) Consistency e) Liking f) Consensus Discussion OpportunityHave the class think of an attitude that one or both of their parents have. Ask them to think of a way that they could persuade them to change the attitud

12、e? Decisions, Decisions: Tactical Communications Options b. To craft persuasive messages that might change attitudes, a number of questions must be answered: 1) Who is featured in the ad that seeks to change an attitude? Given the circumstances, who would be best? (The source of a message helps to d

13、etermine consumers acceptance of it as well as their desire to try the product.) 2) How should the message be constructed? 3) What media should be used to transmit the message? 4) What characteristics of the target market might influence the ads acceptance? The Elements of Communication c. Marketers

14、 and advertisers have traditionally tried to understand how marketing messages can change consumers attitudes by thinking in terms of the communications model, which specifies that a number of elements are necessary for communications to be achieved. The basic model can be perceived as having five p

15、arts: 1) The sourcewhere the communication originates. 2) This meaning must be put in the form of a message. There are many ways to say something. 3) The message must be transmitted via a medium (such as television or magazines). 4) The message is then decoded by one or more receivers. The receiver

16、interprets the message in light of their own experiences. 5) Finally, feedback must be received by the source (who uses the reactions of the receivers to modify aspects of the message). *Use Figure 8-1 Here *Discussion OpportunityProvide an illustration of the communications model described in the c

17、hapter. What are the strengths and weaknesses of this model? How can the source be a better communicator? An Updated View: Interactive Communications d. Traditional models of communications do not tell the whole story about the communication process. 1) Consumers have many choices in todays dynamic

18、world of interactivity. 2) Permission marketing is a relatively new term used to describe consumers who have agreed to allow marketers to send them promotional information. 3) The traditional model was developed by what was known as the Frankfurt School (it dominated communication theory for most of

19、 the last century). 4) One of the flaws was that the receiver was largely seen as being passive or just “fed” by the media. e. Proponents of the uses and gratification theory argue that consumers are an active, goal-directed audience that draws on mass media as a resource to satisfy needs. (This is

20、contrary to the traditional model mentioned previously.) 1) This view emphasizes that media compete with other sources to satisfy needs, and that these needs include diversion and entertainment as well as information. 2) There is a blur between information and entertainment (such as with Web sites).

21、 3) Consumers are becoming more like partners than ever before. They may seek out messages. 4) The remote control device is an example of this “seeking” behavior. Consumers are seeking to control their media environment.*Use Figure 8-2 Here; Use Consumer Behavior Challenge #1 Here *Discussion Opport

22、unityAsk students to think of examples of how they are passive and active in information acquisition. Ask how they interact with the media to receive information.Discussion OpportunityAsk: How you are attempting to control your own Web or Internet environment. f. A key to understanding the dynamics

23、of interactive marketing communications is to consider exactly what is meant by a response. A variety of responses are possible: 1) Buying the product 2) Building brand awareness 3) Acquiring information about product features 4) Reminders 5) Building a long-term relationship (probably the most impo

24、rtant response) g. There are two basic types of feedback: 1) First-order Responsea product offer that yields a transaction (an order). 2) Second-order Responsecustomer feedback in response to a marketing message that is not in the form of a transaction.Discussion OpportunityAsk students to give a pe

25、rsonal example of a second-order response. Did this response eventually result in a transaction?Discussion OpportunityAsk students to think of techniques that help a second-order response end in an order. Have them list them, and then call on individuals to share. 2. The Source a. Regardless of how

26、a message is received, common sense tells us that the same words uttered or written by different people can have very different effects. 1) Under most conditions, the source of a message can have a big impact on the likelihood the message will be accepted. 2) Two very important source characteristic

27、s are credibility and attractiveness. Source Credibility b. Source credibility refers to a sources perceived expertise, objectivity, or trust- worthiness. The belief that a communicator is competent is important to most consumers. A credible source can be particularly persuasive when the consumer ha

28、s not yet learned much about a product or formed an opinion of it. 1) Credibility can be enhanced if the sources qualifications are perceived as somehow relevant to the product being endorsed. This linkage can overcome many objections the consumer may have toward the endorser or product. 2) Even neg

29、atively perceived sources can affect attitude change in a positive manner through what is known as the sleeper effect. This effect demonstrates that in some instances, the differences in attitude change between positive sources and less positive sources seem to get erased over time. Explanations of

30、the sleeper effect include: a) The dissociative cue hypothesisover time the message and the source become disassociated in the consumers mind. b) The availability-valence hypothesisemphasizes the selectivity of memory owing to the limited capacity.Discussion OpportunityAsk students to think of a spe

31、cific illustration of the sleeper effect. 3) A consumers beliefs about a products attributes can be weakened if the source is perceived to be the victim of bias in presenting information. a) Knowledge bias implies that a sources knowledge about a topic is not accurate. b) Reporting bias occurs where

32、 a source has the required knowledge, but his or her willingness to convey it accurately is compromised.Discussion OpportunityAsk: What celebrity sources do you perceive as being most credible? Is this in specific product or service categories or across the board? 4) Often, the more involved a company appears to be in promoting its products, the less credible it becomes. This ph