8-1 Copyright 1999 Prentice HallChapter 8Attitude Change and Interactive CommunicationsCONSUMER BEHAVIORFourth EditionMichael R. Solomon8-2 Copyright 1999 Prentice HallPersuasion and Persuasive MessagesPersuasionPersuasion is an Active Attempt to Change Attitudes. To Develop Persuasive Messages that Might Change Attitudes, Several Questions Must Be Answered:Who Will be Featured in the Ad?How Should the Message be Constructed?What Media Should Transmit the Message?What Characteristics of the Target Market Might Influence the Ads Acceptance?8-3 Copyright 1999 Prentice HallNO 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 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 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 NOTraditional Communications ModelConsumerConsumerConsumerConsumerConsumerMediumMessageOrganizationFEEDBACK8-4 Copyright 1999 Prentice HallUses and Gratifications Uses and Gratifications TheoryUses 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 satisfy 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.8-5 Copyright 1999 Prentice HallInteractive Communications ModelReceiverReceiverReceiverCommunication MediumSenderSenderSenderThe Interactive Communications Model 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.8-6 Copyright 1999 Prentice HallWhat is a Response?Building a Long-Term RelationshipReminding Us To Purchase the ProductBuilding Brand AwarenessInforming Us About Product FeaturesBuying the ProductTypes of Customer Responses8-7 Copyright 1999 Prentice HallLevels of Interactive Response First-Order ResponseSecond-Order Response Product Offer that Directly Yields a Transaction - an Order. Customer Feedback in Response to a Marketing Message that is Not in the Form of a Transaction Such As: *Request for Information *Wish List *Recommendations Builds Customer LoyaltyCustomers Interact With Marketers and Offer Two Basic Types of Feedback:8-8 Copyright 1999 Prentice HallSource Characteristics: Credibility Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. One Important Source Characteristic Source Characteristic Is: Source CredibilitySource Credibility: Sources perceived expertise, objectivity, or trustworthiness. Credibility can be enhanced if the sources qualifications are perceived as somehow relevant to the product being endorsed. Source should not display either KnowledgeKnowledge or Reporting Bias Reporting Bias in presenting information.8-9 Copyright 1999 Prentice HallSource Characteristics: Attractiveness Another Important Source Characteristic Source Characteristic Is: Source AttractivenessSource Attractiveness: Sources perceived social value. Celebrities are successful endorsers because they embody Cultural Meanings Cultural Meanings such as status, social class, gender, age, or personality types. Halo Effect 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 High Performance Risk.High Performance Risk. Celebrities are effective endorsers for products that have High Social Risk.High Social Risk. Explanations for the Sleeper Effect Sleeper Effect include: Dissociative Dissociative Cue Cue or Availability-Valence Hypotheses.Availability-Valence Hypotheses.8-10 Copyright 1999 Prentice HallIssues Regarding Development of a Message How Often Should Message be Repeated?Conclusion Drawn or Left 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?8-11 Copyright 1999 Prentice HallSending the MessageVisual Messages Stronger Mem