Beruflich Dokumente
Kultur Dokumente
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Hierarchies of Effects
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Using Attitudes to Predict Behaviour
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Persuasion in Marketing
Communications
The Ettics of Persuasion
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Tools of Influence: The Persuaders’s Perspective
1. Reciprocation 2. Commitment & 3. Social Proof
marketing communicators Consistency The principle of social proof is
sometimes give gifts or the marketing communicator activated in circumstances
samples with hopes that might attempt to “click-whirr” where appropriate behavior is
customers will reciprocate the consumer by getting him to somewhat unclear.
by purchasing products commit to something.
6. Scarcity
4. Liking 5. Authority This influence tactic is based
Two of the more prominent marketers cannot invoke the principle that things become
marketing communications are same types of sanctions as real more desirable when they are
physical attractiveness and authority figures in great demand but short
similarity. supply. 7
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The Influence Process: The Persuade’s Perspective
1. Message Arguments
The strength or quality of message
arguments is often the major determinant
of whether and to what extent persuasion
occurs
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In the advertisement for Rinaldi “ToBe
Healthy” Pasta Sauce (see Figure 7.2),
are presented to convince consumers
that this Rinaldi brand represents a
healthy choice in the selection of a pasta
sauce.
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The Rosetta Stone
advertisement (Figure 7.3)
says virtually nothing (at
least in words) about their
language programs.
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2. Peripheral Cues 3. Communication Modality 4. Receiver Involvement
These peripheral cues mode of communication, The personal relevance that a
include such elements whether television, radio, communication (e.g., an
as background music, social media, or magazines advertisement) has for a
attractive sources, receiver is a critical
scenery, and graphics. determinant of the extent and
form of persuasion
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An Integrated Model of Persuasion
Cognitive and Emotional
Message Argument Responses Toward
Processing Arguments
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The Peripheral Route
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Enhancing Consumer Motivation, Opportunity, and Ability to Process
Advertisement
Motivation to Attend to
Messages
▪ Appeals to Informational
and Hedonic
This advertisement uses a
technique described later in the
text as an indirect comparison
Needs
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▪ Use of Novel Stimuli
This can be explained by the
behavioral concept of human
adaptation
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▪ Use of Intense or
Prominent Cues
Advertisements, too, utilize
intensity and prominence to
attract attention.
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▪ Using Motion
Advertisers sometimes
employ motion to both attract
and direct consumer attention
to the brand name and to
pertinent ad copy.
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Motivation to Process Messages
▪ Opputunity to Encode
Information
▪ Opportunity to Reduce
Processing Time
▪ Ability to Access
Knowledge Structures
▪ Ability to Create Knowledge
Structure
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The Theory of Reasoned Action
“ (TORA)
This theory proposes that all forms of planned and
reasoned behavior (versus unplanned, spontaneous,
impulsive behavior) have two primary determinants:
attitudes and normative influences
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Thanks!
Any questions?
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