1、Session 3: PERSUASIVE FACTORS Source and Message Factors 1 The Persuasion Matrix Independent variables: The Communications Components SourceMessageChannelReceiverDestination 4 3 2 1 Message presentation Attention Comprehension Yielding Retention Behavior Dependent Variables: Steps in being persuaded
2、 2 The Communication Components 1. Receiver/comprehension Can the receiver comprehend the ad? 2. Channel/presentation Which media will increase presentation? 3. Message/yielding What type of message will create favorable attitudes? 4. Source/attention Who will be effective in getting consumers atten
3、tion? 3 Source Attributes and Receiver Processing Modes Source attributeProcess Internalization Credibility Identification Attractiveness Power Compliance 4 Source Credibility lThe extend to which the source is seen as having: Knowledge Skill Expertise lAnd the information is seen to be: Trustworthy
4、 Unbiased Objective 5 Source Attractiveness lSimilarity Resemblance between the source and recipient of the message lFamiliarity Knowledge of the source through repeated or prolonged exposure lLikability Affection for the source resulting from physical appearance, behavior, or other personal traits
5、6 Source Power lSource administers rewards and punishments to the receiver lSource is more frequently used in personal selling. 7 The Use of Celebrities lEndorsements The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product. lTes
6、timonials The celebrity, usually an expert with experience with the product, attests to its value and worth. lPlacements The brand is placed in a movie or TV show where its seen by the audience and used or associated with the characters. 8 The Use of Celebrities lDramatizations Celebrity actors or m
7、odels portray the brand in use during dramatic enactments designed to show the goods. lRepresentatives The celebrity agrees to become a spokesperson for the brand through multiple media over an extended period. lIdentification The celebrity, usually in partnership with a producer, introduces his or
8、her own brand using the celebrity name as the brand name. 9 CELEBRITY EFFECTS lAttention to Message lInduce Favorable Attitude Toward Ad & Brand lInhibit Negative Cognitive Responses lEncourage Favorable Ones lUse Cultural Meanings 10 RISKS WITH CELEBRITIES lOvershadow Message/Brand lOverexposed Cel
9、ebrity lIneffective for Highly Involved Audiences lRisk of Negative Behavior lOther Semantic Baggage 11 Major Considerations in Celebrity Selection lCelebrity Credibility lCelebrity/Audience Matchup lCelebrity/Product Matchup lCelebrity Attractiveness lMiscellaneous Considerations 12 Message Factors
10、 lStructure Order of presentation Conclusion drawing Sidedness Verbal or visual lAppeals Rational Emotional Fear Humor 13 Message Recall and Presentation Order Recall BeginningMiddleEnd 14 Drawing Message Conclusions long-term(repeat exposure) immediateAction Goals lowhighComplexity highlowPersonal/
11、Ego highlowInvolvement higherlowerTM Education hardeasyCommunication hardeasyUnderstand OpenExplicitConclusion: 15 Other Message Attributes lSidedness One-sided vs. Two-sided lRefutation Special type of two-sided message Present both sides, then refute the opposing view lVisual vs. Verbal Messages Visual more important when verbal has low imagery value Can use contradicting verbal & visual messages to increase recall and information processing 16
