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persuasion
Components of Communication,
The Communication process
Consumer Behaviour by Schiffman Kanuk 8th edition
Page no. 293 to 328
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Communication
Communication is the transmission of a message from a
sender to a receiver via a medium (or channel) of
transmission.
Four basic components
Sender
Receiver
Medium
Message
Comprehensive communication
model
ENCODING THE
MESSAGE
Create an ad,
display, or sales
presentation
MESSAGE AS
INTENDED
A promotional idea in
marketers mind
MESSAGE
CHANNEL
Select the media
or other vehicle
to carry the message
NOISE
Competing ads,
other
distractions
DECODING
THE MESSAGE
Receiver compares
message to
frame of reference
MESSAGE
AS RECEIVED
Knowledge, beliefs,
or feelings of
receiver changed
FEEDBACK
RESPONSE
Impact measured
Ranges from simple
using research,
sales,
awareness to
Harleen
Sahni, Assistant Professor,
NIFT Gandhinagar
or another measure
purchase
1. Hjhfj
2. Hdjhfj
3. Jhgsfjh
4. jhgdfhd
Source credibility
The key factor underlying the persuasive
impact of a personal or interpersonal
message received from either a formal or
informal source is the sources credibility
(the extent to which the receiver trusts and
believes the source sending the message)
The perceived honesty & objectivity of the
sponsor of the communication have
enormous influence on how the
communication is accepted by the receivers.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Reference Groups
From a marketing perspective, reference groups are groups that serve
as frame of reference for individuals in their purchase or consumption
decisions because they are perceived as credible sources.
Reference groups influencing broadly defined values or behavior are
called Normative Reference Groups. (childs NRG is the immediate
family)
Reference groups serving as benchmarks for specific or narrowly
defined attitudes or behavior are called Comparative Reference
Groups. (upper-level executives at workplace whose lifestyle and
clothing appears to be admirable and worthy of imitation)
A group to which a person either belongs or would qualify for
membership is called a Membership group. (the group of men with
whom a young executive plays golf)
There are also groups in which an individual is not likely to receive
membership, despite acting like a member by adopting the groups
values, attitudes and behavior. Such group is a symbolic group.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Message credibility
The reputation of the retailer who sells the product has
a major influence on message credibility. The aura of
credibility generated by reputable retail advertising
reinforces the manufacturers message as well.
The reputation of the medium that carries the
advertisement also enhances the credibility of the
advertiser. The reputation of the medium for honesty
and objectivity also affects the believability of the
advertising. Consumers often think that a medium they
respect would not accept advertising for products it did
not know were good.
The consumers previous experience with the product
or the retailer has a major impact on the credibility of
Harleen Sahni, Assistant Professor,
the message.
NIFT Gandhinagar
Vendor credibility
The reputation of the retailer who sells the product
has a major influence on message credibility. Products
sold by well-known quality stores seem to carry the
added endorsement (and implicit guarantee) of the
store itself.
If amazon.com recommends it, it must be a good book.
Medium credibility
The reputation of the medium that carries the
advertisement also enhances the credibility of
the message.
The image of Vogue confers added status on the products
Harleen Sahni, Assistant Professor,
advertised within.
NIFT Gandhinagar
Mood
Mood, or affect, plays a significant role in how a
message is decoded. A consumers mood (E.g:
cheerfulness or unhappiness) affects the way in which
an advertisement is perceived, recalled, and acted
upon.
Marketers of many image-centered products such as
perfume, fashion, and liquor have found that appeals
focused on emotions and feelings associated with
these products are more effective than rational
appeals depicting the products benefits. Advertisers
have found that emotional appeals work well even for
technologically complex products.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Barriers to communication
Selective Exposure to
messages
Consumers selectively perceive
advertising messages. They read ads
carefully for products they are
interested in and tend to ignore
advertisements that have not
interest or relevance to them.
Technology provides consumers with
increasingly sophisticated means to
control their exposure to media.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Psychological noise
Psychological noise in the form of competing
advertising messages or distracting thoughts, can
impact the reception of a promotional message.
Some strategies that marketers use to overcome
Psychological noise Repeated exposure to an advertising message
Copywriters often use contrast to break through
Psychological noise & advertising clutter.
Digital technologies allow marketers to monitor the
consumers visits to web sites, infer the persons
interests from this data, design & send customized
promotional messages.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Designing Persuasive
Messages
A message can be verbal, nonverbal or a combination
of the two. The message is the thought, idea, attitude,
image or other information that the sender wishes to
convey to the intended audience.
In order to create persuasive communications, the
sponsor (who may be a individual, a for-profit company,
or a not-for-profit organization) must first establish the
objectives of the communication, then select the
appropriate audiences for the message and the
appropriate media through which to reach them, and
then design (encode) the message in a manner that is
appropriate to each medium and to each audience.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Italy
What exactly do
you mean?
Greece
Thats just
perfect
Message Characteristics
Wordplay in advertising
Heinz
Heinz Ketchup is slow good
Advertising appeals
1.
2.
3.
4.
5.
6.
7.
8.
Comparative Advertising
Fear
Humor
Abrasive Advertising
Sex in Advertising
Audience Participation
Timely Advertising
Celebrities
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Groups
Group
Group
Group
Group
Group
Group
Group
Group
Comparative Advertising
Comparative advertising is a widely used
marketing strategy in which a marketer
claims product superiority for its brand over
one or more explicitly named or implicitly
identified competitors, either on an overall
basis or on selected product attributed.
Comparative advertising is useful for
product positioning, for target market
selection, and for brand positioning
strategies.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Fear
Fear is an effective appeal used in marketing
communications. Some researchers have found a
negative relationship between the intensity of fear
appeals and their ability to persuade, so that strong
fear appeals tend to be less effective than mild fear
appeals.
Strong fear appeals concerning a highly relevant topic
(such as cigarette smoking) cause the individual to
experience cognitive dissonance, which is resolved
either by rejecting the practice or by rejecting the
unwelcome information.
Marketers must also consider that the mention of
possible detrimental effects of using a product while
proclaiming its benefits may result in negative
attitudes towardsHarleen
the Sahni,
product
Assistant itself.
Professor,
NIFT Gandhinagar
Humor
Many marketers use humorous appeals in the belief that humor
will increase the acceptance and persuasiveness of their
advertising communications.
Impact of Humor on Advertising:
Humor attracts attention.
Humor does not harm comprehension.
Humor does not enhance source credibility.
Humor enhances liking.
Humor that is relevant to the product is superior to humor that is
unrelated to the product.
Audience demographic factors affect the response to humorous
advertising appeals.
The nature of the product affects the appropriateness of a humorous
treatment.
Humor is more effective with existing products than with new products.
Humor is more appropriate for low-involvement products and feelingoriented products than for high-involvement products.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Abrasive Advertising
How effective can unpleasant or annoying ads are?
Studies of the sleeper effect, suggest that that
memory of an unpleasant commercial that
antagonizes listeners or viewers may dissipate
over time, leaving only the brand name in the
minds of consumers. All of us have at one time or
another been repelled by so-called agony
commercials.
The Sleeper Affect - Both positive and negative
credibility effects tend to disappear after a period of time.
Sex in Advertising
Sensual advertising is used by
marketers to provoke attention with
suggestive illustrations, crude
language, and nudity in an efforts to
appear contemporary.
Calvin Klein, cologne, Cosmo, Maxim
Audience Participation
The provision of feedback changes the
communications process from one way to
two way communication.
This is important to senders because it
enables them to determine whether and
how well communication has taken place.
But feedback also is important to
receivers because it enables then to
participate, to be involved, to experience
in some way the message itself.
Harleen Sahni, Assistant Professor,
NIFT Gandhinagar
Timely Advertising
Related to current events - festivals,
sports, season, etc.
Celebrities
Ties product image to famous
person
MJ & Jackie Chan for Hanes