Attitudes & Persuasion (3)

ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.

Hierarchies of Effects

Elaboration Likelihood Model

Picture or Words?

■  Verbal messages are effective ■  for high-involvement situations ■  when an acompanying picture reinforces them ■  for utilitarian products

■  Visual images are effective ■  for low-involvement situations ■  for aesthetic or hedonic evaluations.

■  Vivid images tend to activate mental imagery and strongly embed in memory

■  Concrete discussion of product attributes in ad copy influence the importance of the attribute.

Repetition

One-Sided vs. Two-Sided Argument

■  One-sided: supportive arguments

■  Two-sided: both positive and negative information

• Refutational argument: negative issue is raised, then dismissed

• Positive attributes should refute presented negative attributes

explicit vs. implicit conclusions

■  Implicit conclusions ■  more participatory, involving ■  greater conclusion comprehension ■  self-generated conclusions ■  less risk of psychological reactance ■  Better when ■  receivers are highly involved ■  receivers are hostile or counter-attitudinal

■  Explicit conclusions ■  Better when ■  messages or topics are difficult or complex ■  receivers have little knowledge or low involvement

Comparative Ads

“I’m a Mac, I’m a PC”

message compares two+ recognizable brands on specific attributes

Message Appeal Choices

Appeal to the logical, rational

minds of consumers

Appeal to both

Appeal to the feelings and emotions of consumers

Fear Appeal

•  stress physical or social danger (rejection)

•  Used with health and beauty products and insurance.

Suggestions for Fear Appeal

■  Severe, but not exaggerated threat

■  Relevant problem to target audience

■  Easy and effective recommended action

Humor Appeal

•  Common technique •  Can attract and hold attention. •  Evoke positive emotions among

onsumers •  The joke should not overpower

the message