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Persuasion in marketing communications Chapter 3 Persuasion in marketing communications

Learning objectives After studying this chapter, you should be able to understand and explain: the nature and role of attitudes in marketing communications the role of persuasion in marketing communications the elaboration likelihood model (ELM) and its implications for marketing communications basic attitude-change strategies practical marketing communication efforts that enhance consumers’ motivation, opportunity and ability to process messages tools of persuasion from the marketing communicator’s perspective.

Core IMC concepts Attitudes Persuasion The central concepts of IMC are attitudes and persuasion. They are interrelated and if you understand one concept, you will understand both concepts. Attitudes Persuasion

The nature and role of attitudes Attitudes are constructs that cannot be seen, touched, heard or smelt, but understanding them is central to communicating with consumers. Attitudes are either a positive or negative predisposition towards a person, an object or an issue. Attitudes: are learned are relatively enduring influence behaviour.

Tri-component model of attitudes

Elements of the tri-component model of attitudes Cognitive – beliefs (knowledge or thoughts) about an object or an issue Affective – feelings and evaluations about an object or issue Conative – behavioural tendency, which represents a person’s intention to make a purchase Many consumer decisions progress from cognition to affect and then to conation.

The nature and role of persuasion Persuasion aims to ‘guide’ people towards accepting a belief, attitude or behaviour (B-A-B). B-A-B can be related to a tri-component model of attitude. Advertisers may: appeal to consumers using the CPM approach, or appeal to their fantasies and feelings using the HEM approach.

Multiple forms of persuasion Persuasive objects may be directed towards: changing pre-existing beliefs, attitudes and behaviours, or creating new beliefs, attitudes, or behaviours about a new brand. Means of persuasion are highly diverse.

Persuasion in marketing communications The strength or quality of message arguments is the main determinant. It is important to stress inter-brand differences and link with emotions. Message arguments These cues are elements (e.g. background music, scenery and graphics) peripheral to the primary message arguments. Peripheral cues Personal relevance is a critical determinant in the extent and form of persuasion. Highly involved consumers are motivated to process message arguments. Uninvolved consumers may only process peripheral cues. Receiver involvement Persuasion results from self-generated thoughts as a response to persuasive efforts. Supportive arguments occur when a receiver agrees with a message argument. Counter-arguments arise when the receiver challenges a message claim. Receiver’s initial position

An integrated model of persuasion

Elaboration likelihood model (ELM) deals with the consumer’s mental activity in response to a marketing message is determined by MOA: motivation opportunity ability.

Elaboration likelihood (EL) Elaboration is a psychological state that: categorises mental activity in response to a marketing message evaluates, engages in and perhaps reacts emotionally to the message can exist on a likelihood continuum ranging from low to high.

The central route When EL is high, the receiver: will focus on message arguments rather than peripheral cues wants to acquire more information. Emotion-based persuasion (highly involved) This involves a tendency to relate aspects of the message to one’s personal situation. Positive emotional reactions (pride/romantic/nostalgia) lead to positive brand attitudes. Negative emotional reactions (anguish/fear) lead to negative brand attitudes.

The central route (continued) Message-based persuasion (processing message arguments) This is used when consumers are motivated and capable of processing the message. To process a message, their cognitive responses may lead to changes in beliefs or in evaluations of the brand’s attributes and benefits.

The central route (cont.) Attitude-changing strategies Three strategies can be employed when attempting to change a consumer’s attitudes. Change beliefs. Alter outcome evaluations. Introduce a new outcome into the evaluation process.

The peripheral route The peripheral route is used when the MOA factors are at low levels. It focuses on processing peripheral cues that involve elements of a message unrelated to the primary selling points in the message (e.g. background music, attractive models).

The peripheral route Dual route Classical conditioning of attitudes Conditioned response (e.g. Pavlov’s dogs) Systematic contingency relationship Classical conditioning of attitudes When EL is low (peripheral route), the change in attitude is likely to be less permanent. When EL is high (central route), the change is likely to be more enduring. Temporary versus enduring attitude change Central and peripheral routes are merely end-points of the continuum, and attitude change is rarely an either-or proposition. Dual route

Practical implications for persuasion Appeal to hedonic needs • Use novel stimuli Use intense or prominent cues • Use motion Enhancing engagement with the message Make the brand more relevant to the consumer Increase levels of brand curiosity Increase brand information Repeat brand information and key scenes Repeat the ad on multiple occasions Encode information Use pictures and imagery (Gestalt) Reduce processing time Provide a context using verbal framing Access knowledge structures Facilitate exemplar-based learning (use definite words and images, demonstrations, analogies Create knowledge structures Enhance consumers’ motivation Enhance consumers’ opportunity

Enhancing motivation to attend to messages Voluntary attention Engaged when consumers devote attention to messages that are perceived as being relevant to their current purchase-related goals. Involuntary attention Occurs when the consumer’s attention is gained by the use of attention-gaining techniques, rather than by the consumer’s inherent interest in the product.

Enhancing motivation to attend to messages Informational needs Consumers are attracted by messages that supply relevant facts and figures. Hedonic needs Messages make consumers feel good (good times and happiness – objectives of Coca-Cola advertisements).

More tools for enhancing the message Novel messages Unusual, distinctive or unpredictable Consumers tend to notice by exception Intense stimuli Louder, more colourful, bigger and brighter Use of motion Attracts and directs consumer attention to the brand

Enhancing motivation to process messages Increased processing motivation strengthens the impact of brand attitudes on purchase intentions. Methods include: rhetorical questions fear appeals dramatic presentation.

Enhancing ability to create or access information held in memory Access existing knowledge structures Provide a context for text or pictures Use verbal framing Create new knowledge structures Facilitate exemplar-based learning e.g. Woolworths’ slogan, ‘The fresh food people’ Create definite brand benefits Easier for consumers to recall and retrieve tangible information

The influence process: the persuader’s perspective Seven tools of persuasion: 1 Reciprocation 2 Commitment and consistency 3 Social proof 4 Liking 5 Authority 6 Ensure ethical Standards 7 Scarcity

Reciprocation Norm of reciprocity: return a favour with a favour. The use of favours (e.g. gifts, samples) encourages the consumer to reciprocate by buying the product. It is most effective when the person being persuaded perceives the gift-giver as honest and sincere.

Commitment and consistency After people make a choice (a commitment), there is often a strong tendency to remain faithful to that choice. Consumers remain consistent when they are highly ego involved in their choice.

Social proof The behaviour of others provides ‘social proof’ of how we should behave, when appropriate behaviour would otherwise be somewhat unclear. New product marketers may encourage wider adoption of a product by giving the product to leaders and trendsetters.

Liking People are more likely to adopt an attitude or undertake an action when a likeable person promotes that action. Research shows people respond more favourably to others they perceive as : physically attractive (e.g. models) similar to themselves (or to how they perceive themselves to be).

Authority Most people have been taught to respect authority figures (e.g. parents, teachers and sports coaches). Typical endorsements from beauticians, entertainers and athletes appeal to people’s sense of respect for authority.

Ethical issues in persuasion ‘Ethics’ describes the belief of what is right or wrong; what is morally acceptable. Ethical approaches that do not vary in the extreme (do not cause extreme dissonance) can have a positive effect on the brand. Social responsibility should be built into the branding communications, rather than being an add-on. Coca-Cola undertook an education campaign into high sugar intake.

Scarcity Products are perceived as more valuable when in great demand but short supply. The theory of psychological reactance suggests that people react against any efforts to reduce their freedoms or choices. Emphasising scarcity can be an effective strategy if the persuader is perceived as credible and legitimate.