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B206 week 14: Attitude change - Coggle Diagram

- - - - guiness advert "good things come to those who wait" - clever advertising turns their product weakness in to a strength. This advertising strategy increased sales by 12%
      - Thai stop smoking add. Children smokers asking for a light from adult smokers. shocking advert reinforces that smoking is bad for you. This advert creates social change
      - Open uni collecting post study reviews of module material can use this data to improve the modules and attitudes of future students
  - - - 1. liking - if you like someone, find the more attractive, you are more easily persuaded by them
        
        Guinness advert, the surfers are likeable
      - 2. Authority - if the communication is from a source of authority you are more likely to listen to it
        
        no smoking campaigns by the government
      - 3. Reciprocity -more likely to be persuaded if you meet someone half way as it shows agreement on different views and respect the customers point of view
        
        listening to someone elses argument in a debate
      - 4. Consensus - considering what other people would do
        
        deciding how much to donate to a friends sponsored run but looking at what others have donated
      - 5. Scarcity -thinking something wont be available makes it more attractive
        
        buying crocs sooner because they were in the sale and might sell out
- - - - customers attitudes might be significantly influenced by communication method
      - Important to specify:
        -the communicator
        -the communication method and contents
        -the audience
      - model explained =
        source the communicator, where the message is coming from
        message what is being said. the structure affects customer perception and might include, Appeal, Value proposition and Slogan
        medium how the message is being received e.g. tv, radio
        consumer consumers interpret the message based on their experience
        feedback fed from consumer back to source, e.g. purchasing the product, comments on social media etc. the feedback can be used by researchers to improve the communications
      - The traditional communication model (in its linear sequence) is outdated now as today messages are spread in all directions thanks to consumer communication. This is communication among consumers and between consumers and advertising. This has a significant effect on a brands image.
        
        consumer communication happens through channels like youtube, facebook, instagram etc where consumers are talking about the product.
        
        gives opportunity for organisations to promote their product or subvert other products through consumer generated content on an unpaid basis
        
        advertisers can now monitor what consumers are searching for online allowing for targeted marketing e.g. facebook ads
    - - updated model identifies that consumers are not passive receivers of marketing comms anymore. consumers can be described as 'partners' in the comms process
        
        because we make posts about brands, making us proactive consumers, but also the posts and comments we makes influences the messages we received because of targeted marketing
      - Permission marketing vs interruption marketing
        
        permission marketing (updated model)
        
        who: Godin
        
        when: 1999
        
        the idea that organisations ask a consumer for their permission to market to them. This is forming a respectful consumer-organisation relationship. customers have the right to opt-out at any time. Consumers who have opted in give more attention and more personally relevant ads
        
        interruption marketing (traditional model)
        
        advertising which interrupts our daily business, e.g. billboards, tv ads. consumer have become desensitised to this and pay less attention. it is not targeted either
  - - - Celebrity endorsement
        
        social media posts are staged to look impromptu so they look like a personal recommendation rather than a paid advertisement
        
        celebrities embody cultural meanings e.g. status and class, therefore advertisers chose someone based on what messages they want to transmit that there product is
        
        messages are more effective if there is a logical link between the celebrity and the product although some celebrities endorse anything!
        
        lack of logical link = adverse affect + celebs involved in scandal
      - Source credibility
        
        Source credibility vs attractiveness?
        
        there must be congruity between customers needs and source rewards. e.g. attractive source could be used for consumers concerned with fitting in socially, whereas credibility could be used for consumers who are internally orientated and are less conditionally cooperative (Solomon, 2017)
        
        attractiveness source objective = consumer identification process. the consumer wishes to aspire to be like or associate with the source
        
        Credible source objective = consumer internalisation of the message. it uses qualities such as trust, expertise, honesty and believability
        
        repeating messages may also create attitude change (jack hammer approach!)
        
        the more trustworthy the source, the more influential they will be at changing attitudes, creating immediate change. However after a while we dissociate the source from the message so the positive effect of a credible source wears off (Kelman and Hovland 1953)
        
        Source credibility states that the effectiveness of a message depends on the perceived level of expertise, objectivity and trustworthiness of an endorser (Hovland and Weiss, 1951)
      - Source attractiveness
        
        The source needs to be an appropriate fit for a brand or it may have adverse effects. e.g. David Beckham good for selling trainers but bad for selling stocks and shares
        
        source attractiveness may result in persuasion through an identification process
        
        good looking communicators enhance attitudes towards a product
        
        "halo effect" = good looking people are more persuasive
        
        the social value a recipient places on the communicator, including physical attractiveness, likeability, familiarity, similarity of endorser to receiver (McCracken, 1989)
      - Mascot endorsement
        
        used to avoid the weaknesses of celebrity endorsement
        
        duracell bunny, meercats, felix cat food
        
        spokes-characters rather than spokespeople enhance recall of advertisements and positively affect brand attitudes (Garretson and Burton, 2005)
  - - - good messages: -convenient to use -improved features -product in use -tangible results demonstrated
      - bad messages: -extensive info on components, ingredients or nutrition -outdoor setting -lots of onscreen characters -graphic displays
    - - verbal advertisements considered more utilitarian e.g. advert with a graph underlining product benefits
        (like toothpast)
        
        more effective if words accompany an image which reinforces a message
        
        good for high involvement decision as customer needs to process the info
      - visual advertisements considered more aesthetic and familiar
        
        effective for affecting customers emotional reactions
        
        creates superior memory recall (solomon, 2017)
    - - repeated exposure shows a positive effect in changing and enhancing attitudes and increase in intentions to purchase. customers need to be exposed to something several times to learn. (Zajonc, 1968) = Mere Exposure Phenomenon
      - too much exposure can have adverse affect - boredom and psychological fatigue. e.g. Ear worms music can be annoying and have bad effect (Abolhasani et al., 2017)
        too much exposure leads to habituation - when customers stop paying attention because it becomes boring
      - Two-factor theory of message repetition
      - advertising appeals
        
        the connection between customers cognition and emotions in response to an advert
        
        top 5 types of appeal (article): 1. fear, 2. humour, 3. rational, 4. sex, 5. FOMO
        
        types of appeal Open uni: 1. emotional appeal, personal appeal, social appeal, fear appeal, humour appeal
- - - - advertising strategy = message content is important, deals with product benefits and features
    - - advertising strategy = repetition and short messages provides exposure and product familiarity (Assael, 1984)