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An example of a two-sided message

An example of a two-sided message. Commercial. I did stay at a Holiday Inn. Message Factors. Rational vs. Emotional Appeals interacts with need for cognition. Message Factors. Emotional Rationale. Need Cognition. H. L. Commercials. Commercial # 1.

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An example of a two-sided message

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  1. An example of a two-sided message

  2. Commercial • I did stay at a Holiday Inn

  3. Message Factors • Rational vs. Emotional Appeals • interacts with need for cognition

  4. Message Factors Emotional Rationale Need Cognition H L

  5. Commercials • Commercial # 1

  6. Message Factors • Order of Presentation • Primacy • Recency

  7. PERSUASION Self Persuasion

  8. Elaboration Likelihood Model • The Central Route • In the central route, the consumer focuses on the most important arguments presented. • Elaboration leads the consumer down the central route to persuasion.

  9. Elaboration Likelihood Model • Peripheral route • In the peripheral route, the consumer gives little thought to the message. • When elaboration is low, the peripheral route to persuasion influences the consumer.

  10. Central route to persuasion • Comprehension • Deeper thoughts about product attributes and consequences • More elaboration Attention: Focus on the “central” product-related information • Persuasion • Product beliefs • Brand attitudes • Purchase intention Higher involvement with product or message Exposure to persuasive communications (ad) Peripheral route to persuasion Attention: Focus on the “peripheral” nonproduct information • Comprehension • Shallow thoughts about nonproduct information • Less elaboration • Persuasion • Nonproduct beliefs • Attitude toward ad • Brand attitude • Purchase intention Lower involvement with product or message

  11. High-Involvement Processing Cognitive Responses Belief and Attitude Change Behavior Change COMMUNICATION (source, message, channel) Attention and Comprehension Low-Involvement Processing Behavior Change Attitude Change Belief Change THE ELABORATION LIKELIHOOD MODEL (ELM) OF PERSUASION

  12. Types of Elaborations • Counterarguments • Source derogations • Supportive arguments • Curiosity statements

  13. Questions • In what ways does the elaboration likelihood model help marketers • Would a consumer be more likely to follow a central route or a peripheral route to persuasion when deciding what to book a family vacation? Why?

  14. Questions • Explain how a marketer might use your answer in previous question to construct an effective ad for a resort?

  15. An Organizational Framework for the Study of Consumer Behavior Group Influences Perception Learning and Memory Family Influences Consumer Decision Making Beliefs and Attitudes Personal Influences Consumer Research Market Segmentation Motivation and Emotion Social Class Culture and Microculture Personality Self-concept, and Lifestyle Adoption Diffusion

  16. Case Study on Saxonville Sausage

  17. Questions • What is the current situation • How was the research methodology determined • What were the research results • What alternative do you recommend and why • What tactics should accompany the launch

  18. Any questions on any material covered?

  19. An Organizational Framework for the Study of Consumer Behavior Group Influences Perception Learning and Memory Family Influences Consumer Decision Making Beliefs and Attitudes Personal Influences Consumer Research Market Segmentation Motivation and Emotion Social Class Culture and Microculture Personality Self-concept, and Lifestyle Adoption Diffusion

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