schiffman09-im-中山大学吴柏林教授-“广告心理学(清华大学出版社2010)”绝密资料

CHAPTER9

CommunicationandConsumerBehavior

LEARNINGOBJECTIVES

Afterstudyingthischapterstudentsshouldbeableto:

Definecommunicationbyenumeratingthefiveelementsofthecommunicationprocess.

Elaboratethebasesofcredibilityforacommunicationsource.

Outlinethefactorsaffectingthetargetaudience’sreceptionofacommunication.

Describethefeedbackprocessincommunication.

Explaintheelementsofapersuasivecommunicationsstrategy.

Defineanddiscusstheelementsofamessagestrategy.

Discussinvolvementtheory.

Discussthecentralelementsofmessagepresentationandtheirimplicationsformarketers.

Arguefororagainsttheuseofadvertisingappealsoutlinedinthetext.

CHAPTERSUMMARY

Thischapterhasdescribedhowtheconsumerreceivesandisinfluencedbymarketingcommunications.Therearefivebasiccomponentsofcommunication:thesender,thereceiver,themedium,themessage,andsomeformoffeedback(thereceiver’sresponse).Inthecommunicationsprocess,thesenderencodesthemessageusingwords,pictures,symbols,orspokespersons,andsendsitthroughaselectedchannel(ormedium).Thereceiverdecodes(interprets)themessagebasedonpersonalcharacteristicsandexperiencesandresponds(ordoesnotrespond)basedonsuchfactorsasselectiveexposure,selectiveperception,comprehension,andpsychologicalnoise.

Therearetwotypesofcommunications:interpersonalandimpersonal(ormass)communications.Interpersonalcommunicationsoccuronapersonallevelbetweentwoormorepeopleandmaybeverbalornonverbal,formalorinformal.Inmasscommunications,thereisnodirectcontactbetweensourceandreceiver.Interpersonalcommunicationstakeplaceinperson,bytelephone,bymail,orbye-mail;masscommunicationsoccurthroughsuchimpersonalmediaastelevision,radio,newspapers,andmagazines.Feedbackisanessentialcomponentofallcommunicationsbecauseitprovidesthesenderwithsomenotionastowhetherandhowwellthemessagehasbeenreceived.

Thecredibilityofthesource,avitalelementinmessagepersuasiveness,oftenisbasedonthesource’sperceivedintentions.Informalsourcesandneutraloreditorialsourcesareconsideredtobehighlyobjectiveand,thus,highlycredible.Thecredibilityofacommercialsourceismoreproblematic,andusuallyisbasedonacompositeevaluationofitsreputation,expertise,andknowledge,themedium,theretailchannel,andthecompanyspokespersons.

Mediaselectiondependsontheproduct,theaudience,andtheadvertisingobjectivesofthecampaign.Eachmediumhasadvantagesandshortcomingsthatmustbeweighedintheselectionofmediaforanadvertisingcampaign.

Themannerinwhichamessageispresentedinfluencesitsimpact.Forexample,one-sidedmessagesaremoreeffectiveinsomesituationsandwithsomeaudiences;two-sidedmessagesaremoreeffectivewithothers.High-involvementproducts(i.e.,thosewithgreatrelevancetoaconsumersegment)arebestadvertisedthroughthecentralroutetopersuasion,whichencouragesactivecognitiveeffort.Low-involvementproductsarebestpromotedthroughperipheralcues,suchasbackgroundscenery,music,orcelebrityspokespersons.

Emotionalappealsfrequentlyusedinadvertisingincludefear,humor,andsexualappeals.Whensexualthemesarerelevanttotheproduct,theycanbeveryeffective;whenusedsolelyasattention-getters,theyrarelyachievebrandrecall.Audienceparticipationisaveryeffectivecommunicationsstrategybecauseitencouragesinternalizationoftheadvertisingmessage.Futureresearchisneededtoidentifythemanyproduct,audience,andsituationalvariablesthatmediatetheeffectsofmessageorderandpresentationinpersuadingconsumerstobuy.

CHAPTEROUTLINE

INTRODUCTION

Communicationistheuniquetoolthatmarketersusetopersuadeconsumerstoactinadesiredway.

Communicationtakesmanyforms:itcanbeverbal(eitherwrittenorspoken),visual(anillustration,apicture,aproductdemonstration,afrown),oracombinationofthetwo.

Itcanalsobesymbolic—represented,say,byahighprice,premiumpackaging,oramemorablelogo—andconveyspecialmeaningthatthemarketerwantstoimpart.

Communicationcanevokeemotionsthatputconsumersinamorereceptiveframeofmind,anditcanencouragepurchasesthathelpconsumerssolveproblemsoravoidnegativeoutcomes.

Inshort,communicationisthebridgebetweenmarketersandconsumers,andbetweenconsumersandtheirsocioculturalenvironments.

COMPONENTSOFCOMMUNICATION

Mostmarketerswouldagreethatcommunicationisthetransmissionofamessagefromasendertoareceiverviaamedium(orchannel)oftransmission.

Anessentialcomponentofcommunicationisfeedback,whichalertsthesenderastowhethertheintendedmessagewas,infact,received.

*****UseLearningObjective#1Here;UseFigure9-1Here*****

TheSender

Thesenderistheinitiatorofthecommunicationandcanbeaformalorinformalsource.

Aformalcommunicationssourcemightbetheorganizationcommunicatingthemessage.

Aninformalcommunicationssourcemightbeaparentorafriendwhogivesproductinformationoradvice.

Informalword-of-mouthcommunicationtendstobehighlypersuasive.

*****UseKeyTermsformalcommunicationssource,informalcommunicationssource,and

word-of-mouthcommunicationHere;UseLearningObjective#1Here;UseDiscussion

Question#3Here*****

TheReceiver

Thereceiveristhetargetedprospectoracustomer.

Therearealsointermediaryaudiencesforamessage,suchaswholesalers,distributors,andretailerswhoreceivetrade.

Therearealsounintendedaudiences,whichincludeeveryonewhoisexposedtothemessage,whetherornottheyarespecificallytargetedbythesource.

*****UseLearningObjective#1Here*****

TheMedium

Themediumisthechannelorwaythemessageiscommunicated.

Itcanbeanimpersonalcommunicationschannel,suchasamassmediumlikeanewspaperortelevisionprogram.

Itcanbeaninterpersonalcommunicationschannel—aninformalconversationbetweentwofriends—oraformalconversationbetweenasalespersonandacustomer.

Massmediaaregenerallyclassifiedasprint(e.g.,newspapers,magazines,billboards),broadcast(radio,television),orelectronic(primarilytheInternet).

Mostmarketersencourageconsumersto“visit〞theirWebsitetofindoutmoreabouttheproductorservicebeingadvertised.

Newmodesofinteractivecommunicationthatpermittheaudiencesofmassmediatoprovidedirectfeedbackarebeginningtoblurthedistinctionbetweeninterpersonalandimpersonalcommunication.

Directmarketers,usingatypeofinteractivemarketing,usedatabasestoseekindividualresponsesfromprint,electronic,anddirectmail.

*****UseKeyTermsimpersonalandinterpersonalcommunicationschannel,direct

marketers,anddirectmailHere;UseLearningObjective#1Here;Use

DiscussionQuestion#1Here*****

TheMessage

Themessagecanbeaverbalmessage,spokenorwritten,andusuallycancontainmorespecificproductinformationthananonverbalmessage.

Or,itcanbeanonverbalmessageintheformofsymboliccommunication.

Nonverbalcommunicationtakesplaceininterpersonalchannelsaswellasinimpersonalchannels.

*****UseKeyTermsverbalandnonverbalcommunicationHere;UseLearningObjective#1

Here;UseFigure9-2Here*****

TheFeedback

Feedbackisanessentialcomponentofbothinterpersonalandimpersonalcommunications.

Promptfeedbackpermitsthesendertoreinforce,tochange,ortomodifythemessagetoensurethatitisunderstoodintheintendedway.

Generally,itiseasiertoobtainfeedback(bothverbalandnonverbal)frominterpersonalcommunicationsthanimpersonalcommunications.

*****UseLearningObjective#1Here;UseDiscussionQuestion#1Here*****

THECOMMUNICATIONSPROCESS

Ingeneral,acompany’smarketingcommunicationsaredesignedtomaketheconsumerawareoftheproduct,inducepurchaseorcommitment,createapositiveattitudetowardtheproduct,givetheproductasymbolicmeaning,orshowhowitcansolvetheconsumer’sproblembetterthanacompetitiveproduct(orservice)can.

TheMessageInitiator(Source)

Thesource(initiator)mustencodethemessageinsuchawaythatitsmeaningisinterpretedbythetargetedaudienceinpreciselytheintendedway.

Encodingcanbedonethroughwords,pictures,symbols,spokespersons,andspecialchannels.

Publicityisusuallytheresultofpublicrelationseffortsandtendstobemorebelievablebecauseitscommercialoriginsandintentarenotreadilyapparent.

*****UseKeyTermsencodingandpublicityHere*****

Credibility

Thecredibilityofthesourceaffectsthedecodingofthemessage.

Theperceivedhonestyandobjectivityofthesourcecontributestohis/hercredibility.

Ifthesourceiswellrespectedandhighlythoughtofbytheintendedaudience,themessageismuchmorelikelytobebelieved,andvise-versa.

Credibilityisbuiltonseveralfactors,foremostofwhicharetheintentionsofthesource.

Ifthereceiverperceivesanytypeofpersonalgainforthemessagesponsorasaresultoftheproposedactionoradvice,themessageitselfbecomessuspect.

Credibilityofinformalsourcesisbuiltontheperceptionthattheyhavenothingtogainfromtheirrecommendation.

Anopinionleaderisanexampleofacredibleinformalsource.

Individualswhoexperiencepostpurchasedissonanceoftentrytoalleviatetheiruncertaintybyconvincingotherstomakesimilarpurchases.

*****UseKeyTermsdecodingandopinionleaderHere;UseLearningObjective#2Here;

UseDiscussionQuestion#3Here*****

Credibilityofformalsourcesisbuiltonintention,reputation,expertise,andknowledge.

Suchformalsourcesasneutralratingservicesoreditorialsourceshavegreatercredibilitythancommercialsources.

Consumersjudgecommercialsourcesbasedontheirpastperformance,thekindandqualityofservice,thequalityandimageofproductsoffered,andtheirpositioninthecommunity.

Firmswithwell-establishedreputationsgenerallyhaveaneasiertimesellingtheirproductsthandofirmswithlesserreputations.

Furthermore,aqualityimagepermitsacompanytoexperimentmorefreelyinmanymoreareasofmarketingthanwouldotherwisebeconsideredprudent,suchasself-standingretailoutlets,newpricelevels,andinnovativepromotionaltechniques.

Institutionaladvertisingisdesignedtopromoteafavorablecompanyimageratherthantopromotespecificproducts.

Manycompaniessponsorspecialentertainmentandsportseventstoenhancetheirimageandcredibilitywiththeirtargetaudiences.

*****UseKeyTerminstitutionaladvertisingHere;UseLearningObjective#2Here;

UseDiscussionQuestion#3Here*****

Credibilityofspokespersonsandendorsers—thespokespersonthatgivestheproductmessageisoftenperceivedasthesource.

Therefore,his/herreputationisextremelyimportant.

Keyfindingsofresearchonspokespersonsandendorsersindicatethat:

Marketerswhousecelebritiestogivetestimonialsorendorseproductsmustbesurethatthespecificwordingoftheendorsementlieswithintherecognizedcompetenceofthespokesperson.

Whenconsumercomprehensionislow,receiversrelyonthespokesperson’scredibilityinformingattitudestowardtheproduct.

Whencomprehension(andthussystematicinformationprocessing)ishigh,theexpertiseofthesourcehasfarlessimpactonareceiver’sattitudesininterpersonalcommunications.

Thesynergybetweentheendorserandthetypeofproductorserviceadvertisedisanimportantfactor.

Endorserswhohavedemographiccharacteristicsthataresimilartothoseofthetargetaudienceareviewedasmorecredibleandpersuasivethanthosethatdonot.

Theendorser’scredibilityisnotasubstituteforcorporatecredibility.

Marketerswhousecelebritiestogivetestimonialsorendorseproductsmustbesurethatthespecificwordingoftheendorsementlieswithintherecognizedcompetenceofthespokesperson.

Consumerconfidenceinasalespersoniscreatedindiverseways.

Thereputationoftheretailerwhosellstheproducthasamajorinfluenceonmessagecredibility.

Messagecredibility—thereputationoftheretailerwhosellstheproducthasamajorinfluenceofmessagecredibility.

Thereputationofthemediumthatcarriestheadvertisementalsoenhancesthecredibilityoftheadvertiser.

Thereisnosingleanswerastowhichmediumhasthemostcredibility,especiallyatatimewhennewformsofmediaandtraditionalmediainnewformsareemerging.

Theconsumer’spreviousexperiencewiththeproductortheretailerhasamajorimpactonthecredibilityofthemessage.

Effectsoftimeonsourcecredibility—thesleepereffect.

Thepersuasiveeffectsofhigh-credibilitysourcesdonotendureovertime.

Althoughahigh-credibilitysourceisinitiallymoreinfluentialthanalow-credibilitysource,researchsuggeststhatbothpositiveandnegativecredibilityeffectstendtodisappearaftersixweeksorso.

Thisphenomenonhasbeentermedthesleepereffect—consumerssimplyforgetthesourceofthemessagefasterthantheyforgetthemessageitself.

Reintroductionofasimilarmessagebythesource,however,servestojogtheaudience’smemory,andtheoriginaleffectremanifestsitself.

*****UseKeyTermsleepereffectHere;UseLearningObjective#2Here;UseDiscussion

Question#3and#4Here*****

TheTargetAudience(Receivers)

Receiversdecodethemessagestheyreceiveonthebasisoftheirpersonalexperienceandpersonalcharacteristics.

*****UseLearningObjective#3Here*****

PersonalCharacteristicsandComprehension

Theamountofmeaningderivedfromthemessageistheresultofthemessagecharacteristics,thereceiver’sopportunityandabilitytoprocessthemessage,andthereceiver’smotivation.

One’spersonalcharacteristics,demographics,socioculturalmemberships,andlifestylearekeydeterminantsofmessageinterpretation.

Perceptionisbasedonexpectations,motivation,andpastexperience.

InvolvementandCongruency

Aperson’slevelofinvolvementdetermineshowmuchattentionispaidtothemessageandhowcarefullyitisdecoded.

Mood

Aconsumer’smood(e.g.,cheerfulness,unhappiness)affectsthewayinwhichanadvertisementisperceived,recalled,andactedupon.

Theconsumer’smoodoftenisinfluencedbythecontextinwhichtheadvertisingmessageappears(e.g.,theadjacentTVprogramornewspaperstory)andthecontentoftheaditself;theseinturnaffecttheconsumer’sevaluationandrecallofthemessage.

BarrierstoCommunication

Consumersselectivelyperceiveadvertisingmessages.

Theytendtoignoreadvertisementsthathavenospecialinterestorrelevancetothem.

TVremotecontrolsofferviewerstheabilityto“wander〞amongprogramofferingswithease(oftenreferredtoasgrazing).

Somemarketerstrytoovercomechannelsurfingduringcommercialsbyroadblocking,i.e.,playingthesamecommercialsimultaneouslyoncompetingchannels.

TheVCRcreatedproblemsfortelevisionadvertisersbyenablingviewerstofast-forward,orzipthroughcommercialsonprerecordedprograms.

PsychologicalNoise

Thingsthatimpairreceptionofamessage,suchascompetingadvertisingmessagesordistractingthoughtsarecalledpsychologicalnoise.

Thebestwayforasendertoovercomepsychologicalnoiseisto:

Repeatexposuretothemessage.

Usecontrast.

Useteasers.

Placeadsinspecializedmedia

*****UseKeyTermpsychologicalnoiseHere;UseLearningObjective#3Here;Use

DiscussionQuestion#2Here*****

Feedback—TheReceiver’sResponse

Theultimatetestofmarketingcommunicationsisthereceiver’sresponse.

Onlythroughfeedbackcanthesenderdetermineifandhowwellthemessagehasbeenreceived.

Anadvantageofinterpersonalcommunicationistheabilitytoobtainimmediatefeedback.

Itpermitsrapidadjustmentofthemessage.

Thisadaptabilityiswhatmakespersonalsellingsoeffective.

Feedbackisalsoimportantforimpersonalormasscommunicationbecauseofitsexpense.

Theorganizationthatinitiatesthemessageneedssomemethodfordeterminingwhetheritsmasscommunicationisbeingreceivedbytheintendedaudience,understoodintheintendedway,andsuccessfulinachievingtheintendedobjectives.

Unlikeinterpersonalcommunications,masscommunicationsfeedbackisrarelydirect;instead,itisusuallyinferred.

Receiversbuy(ordonotbuy)theadvertisedproduct;theyrenew(ordonotrenew)theirmagazinesubscriptions,etc.

Anothertypeoffeedbackthatcompaniesseekfrommassaudiencesisthedegreeofcustomersatisfactionordissatisfactionwithaproductpurchase.

*****UseKeyTermfeedbackHere;UseLearningObjective#4Here;UseFigure9-3

Here*****

AdvertisingEffectivenessResearch

Advertisersoftentrytogaugetheeffectivenessoftheirmessagesbyconductingaudienceresearch.

Whenfeedbackindicatesthattheaudiencedoesnotnoteormiscomprehendsthead,analertsponsormodifiesorrevisesthemessage.

Masscommunicationsfeedbackdoesnothavethetimelinessofinterpersonalfeedback.

AnimportantfeedbackmechanismforfoodandotherpackagedgoodsisbasedontheUniversalProductCode(UPC)thatistiedtocomputerizedcashregisters.

Generally,persuasioneffectsaremeasuredthroughexposure,attention,interpretation,andrecall.

*****UseTable9-1Here*****

DESIGNINGPERSUASIVECOMMUNICATIONS

CommunicationsStrategy

Thesponsormustfirstestablishtheprimarycommunicationsobjectives,whichmightbeawareness,promotingsales,encouragingcertainpractices,etc.

Foralongtime,thecognitivemodelswereusedtodescribethecommunicationsprocess.

Today,othermodelsaregainingpopularity.

Oneexampleisamodelbasedonthekeyfactorsofperception,experience,andmemory.

*****UseTable7-1(previouslypresentedinChapter7)Here;UseFigure9-4Here;Use

LearningObjective#5Here*****

TargetAudience

Selectionoftheappropriateaudienceiskey.

Itisessentialthatthesponsorsegmenttheaudienceintogroupsthatarehomogeneousintermsofsomerelevantcharacteristic.

Thisenablesthemarketertocreatespecificmessagesforeachtargetgroupandruntheminspecificmediathatareseenorheardbyeachtargetgroup.

Thereisaneedforanumbrellamessageforallaudiencesfromwhichtheyspinoffspecificmessagesfortargetedsegments.

Manyorganizationsusepublicrelationsprofessionalstohelpthemmaintainapositivecorporateimage.

*****UseLearningObjective#5Here*****

MediaStrategy

First,thesponsorshoulddevelopaconsumerprofileofthetargetmarket.

Next,amediumwithanappropriateaudienceprofileneedstobeselected.

Beforeselectingaspecificmedium,theadvertiserneedstoselectageneralmediacategorythatwillenhancethemessage.

Oncemarketershaveidentifiedtheappropriatemediacategory,theycanthenchoosethespecificmedium(ormedia)inthatcategorythatreachestheirintendedaudiences.

*****UseKeyTermconsumerprofileandaudienceprofileHere;UseLearningObjective#5

Here;UseTable9-2Here;UseDiscussionQuestion#5Here;UseExercise#2

Here*****

MessageStrategies

Themessageisthethought,idea,attitude,image,orotherinformationthatthesenderwishestoconveytotheintendedaudience.

Sendersmustrecognizewhattheyaretryingtosayandtheiraudiences’characteristicssotheycanencodethemessageappropriately.

Nonverbalstimuli,suchasphotographsorillustrations,arecommonlyusedtoaddmeaningortoreinforcemessagearguments.

*****UseLearningObjective#6Here;UseTable9-3Here;UseDiscussionQuestion#5

Here*****

InvolvementTheory

Involvementtheorysuggeststhatindividualsaremorelikelytodevoteactivecognitiveefforttoevaluatingtheprosandconsofaproductinahigh-involvementpurchasesituation,andmorelikelytofocusonperipheralmessagecuesinalow-involvementsituation.

ThisledtotheElaborationLikelihoodModel(ELM)thatproposesthat,forhigh-involvementproducts,marketersshouldfollowthecentralroutetopersuasion;thatis,theyshouldpresentadvertisementswithstrong,well-documented,issue-relevantargumentsthatencouragecognitiveprocessing.

Wheninvolvementislow,marketersshouldfollowtheperipheralroutetopersuasionbyemphasizingnoncontentvisualorsymbolicfeaturesmaterialthatprovidetheconsumerwithpleasant,indirectassociationswiththeproductandprovokefavorableinferencesaboutitsmerits.

*****UseKeyTermscentralroutetopersuasionandperipheralroutetopersuasionHere;

UseFigure9-5Here;UseLearningObjective#7Here;UseExercise#4Here*****

MessageStructureandPresentation

Someofthedecisionsthatmarketersmustmakeindesigningthemessageincludetheuseofresonance,positiveornegativemessageframing,one-sidedortwo-sidedmessages,comparativeadvertising,andtheorderofpresentation.

Advertisingresonanceisdefinedaswordplay,oftenusedtocreateadoublemeaning,usedincombinationwitharelevantpicture.

Usinginsightsprovidedbysemiotics,researchershavefoundthatbymanipulatingtheresonanceinanad,theycanimproveconsumerattitudestowardtheadandthebrand,andunaidedrecallofadvertisingheadlines.

*****UseKeyTermadvertisingresonanceHere;UseFigure9-6Here*****

Shouldamarketerstressthebenefitstobegainedbyusingaspecificproduct(positivemessageframing),orthebenefitstobelostbynotusingtheproduct(negativemessageframing)?

Researchsuggeststhattheappropriatemessage-framingdecisiondependsonthetargetaudience’slevelofinvolvementwiththeproductcategory.

*****UseKeyTermspositiveandnegativemessageframingHere;UseExercise#3

Here*****

One-sidedmessagestellconsumersonlythegoodpoints(benefits).

Thisismosteffectivelyusedwhenthetargetaudiencehaspreviouslyusedtheadvertiser’sproducts.

Two-sidedmessagestellconsumersbothgood(benefits)andbad(disadvantages)pointsoftheproduct.

Thesearemosteffectivelyusedwhenthetargetaudienceusesacompetitor’sproducts.

*****UseKeyTermsone-sidedandtwo-sidedmessagesHere;UseExercise#1and#3

Here;UseFigure9-7Here*****

Comparativeadvertisingclaimsproductsuperiorityoveroneormoreexplicitlynamedoridentifiedcompetitors.

Comparativeadvertisingisusefulinproductpositioning,targetmarketselection,andbrandpositioningstrategiesthatstressthedifferentialadvantageofthe“underdog〞productoverleadingbrands.

Adownsidetocomparativeadsmaybethattheyassistrecallofthecompetitor’sbrandattheexpenseoftheadvertisedbrand.

Positivelycomparativeadswerefoundtoelicithigherlevelsofprocessingactivity(high-involvement),hadbetterrecallthannoncomparativeads,andwereperceivedasmorerelevant.

*****UseKeyTermcomparativeadvertisingHere;UseDiscussionQuestion#6Here;Use

Figure9-8A,9-8B,and9-9Here*****

Ordereffects—communicationsresearchershavefoundthattheorderinwhichamessageispresentedaffectsaudiencereceptivity.

Ontelevision,thepositionofacommercialinacommercialpodcanbecritical.

Thecommercialsshownfirstarerecalledbest,thoseinthemiddletheleast.

Thereisalsoevidencetosuggestthattelevisioncommercialsthatinterruptanexcitingorsuspensefulpartofaprogramtendtohavelowerrecallthanthosepresentedduringalessgrippingmoment.

Whenjusttwocompetingmessagesarepresented,oneaftertheother,theevidenceastowhichpositionismoreeffectiveissomewhatconflicting.

Magazinepublishersrecognizetheimpactofordereffectsbychargingmoreforadsonthefront,back,andinsidecoversofmagazinesthanfortheinsidemagazinepages,becauseoftheirgreatervisibilityandrecall.

Orderisalsoimportantinlistingproductbenefitswithinanad.

Ifaudienceinterestislow,themostimportantpointshouldbemadefirsttoattractattention.

Ifinterestishigh,however,itisnotnecessarytopiquecuriosity,andsoproductbenefitscanbearrangedinascendingorder,withthemostimportantpointmentionedlast.

Whenbothfavorableinformationandunfavorableinformationaretobepresented(e.g.,inanannualstockholders’report),placingthefavorablematerialfirstoftenproducesgreatertolerancefortheunfavorablenews.

Italsoproducesgreateracceptanceandbetterunderstandingofthetotalmessage.

*****UseKeyTermorderHere*****

Repetition—isanimportantfactorinlearning.

Itisnotsurprisingthatrepetition,orfrequencyofthead,affectspersuasion,adrecall,brandnamerecall,andbrandpreferences.

Italsoincreasesthelikelihoodthatthebrandwillbeincludedintheconsumer’sconsiderationset.

Onestudyfoundthatmultiplemessageexposuresgaveconsumersmoreopportunitytointernalizeproductattributes,todevelopmoreorstrongercueassociations,morepositiveattitudes,andincreasedwillingnesstoresistcompetitivecounterpersuasionefforts.

*****UseKeyTermrepetitionHere;UseLearningObjective#8Here*****

AdvertisingAppeals

Factualandemotionalappealeffectivenessvarieswiththecircumstanceandtheaudience.

Reason-whyappealsaremoreeffectiveinpersuadingeducatedaudiences.

Emotionalappealsaremoreeffectiveinpersuadinglesseducatedaudiences.

FearAppeals—someresearchershavefoundanegativerelationshipbetweentheintensityoffearappealsandtheirabilitytopersuade.

Thementionofpossibleharmfuleffectsofaproductcategoryorusagesituationcausesnegativeattitudestowardtheproduct.

Someresearchershavefoundapositiverelationshipbetweenfearandpersuasiveness.

Whentheaudiencefocusesoncontrollingthedangerratherthanthefear,thereisanacceptanceofthemessage.

Thereissomeindicationthatthementionofpossibleharmfuleffectsofusingaproductcategoryalthoughproclaimingthebenefitsoftheadvertisedproductresultsinnegativeattitudestowardtheproductitself.

*****UseLearningObjective#9Here*****

Humor—asignificantportionofadsusehumorbecausemarketersbelieveitincreasesadeffectiveness.

Humorshouldbeusedselectivelybecausetherearesomanyqualifyingconditionstoitseffectiveness.

Audiencecharacteristicshaveasignificantimpact.

*****UseLearningObjective#9Here;UseTable9-4Here*****

Abrasiveadvertising—theyworkbecauseofthesleepereffectas