200086 Lecture Notes - Lecture 3: Toothpaste, Attitude Change, Theory Of Reasoned Action
WEEK 3-PERSUASION IN MARKETING COMMUNITIES
(HAVE TO DO MC AND BLOG BEFORE THIS WEEKS CLASS)
Topics) -Attitudes and persuasion
Elaboration likelihood Model
The Influencers: The persuaders perspective
Lecture 1)Attitudes-
-Attitudes are constructs that can not be seen, touched, heard of smelt but understanding
them is central to communicating with consumers
-are either positive or negative predisposition towards a person,object,issue
are LRI:
-learned
-relatively enduring-insistent
influence behavior
explicit attitudes-positive or negative
implicit-thoughts or feelings that occur outside a person’s conscience, awareness or
control towards a product
e.g)fav attitude towards celeb-positively influencing advertising the celebs voice
reverse -unable to utilize their voice
advertisers-may appeal to consumers using CPM approach
or appeal to fantasies and feelings using HEM approach
CAB-
cognitive-beliefs(thoughts,know) about an object or issue
affective-feelings and evaluations about an object or issue:
Behavioural-behaviour and person intention to purchase
consumer decisions usually progress from COGNITION,TO AFFECT,TO BEHAVIORAL
e.g)buying car –is high involvement hierarchy
Persuasion-
-communication
-attempt to influence
-involves more than words
isn’t COERCION
-reinforces attitudes
Document Summary
Week 3-persuasion in marketing communities (have to do mc and blog before this weeks class) Attitudes are constructs that can not be seen, touched, heard of smelt but understanding them is central to communicating with consumers. Are either positive or negative predisposition towards a person,object,issue are lri: Cab- cognitive- beliefs(thoughts,know) about an object or issue affective-feelings and evaluations about an object or issue: Behavioural-behaviour and person intention to purchase consumer decisions usually progress from cognition,to affect,to behavioral e. g)buying car is high involvement hierarchy. Persuasive objects can be directed towards: changing pre-existing beliefs,attitudes,behaviours. 1)marketers message arguments- strength or quality of message-main determinant. 3)receivers involvement-h igh involved consumers are motivated to process message arguments uninvolved consumers only process pherip. cues. 4)receivers initial position-persuasion results from self generated thoughts as a response to persuasive efforts. supportive arguments-occur when receiver agrees with message argument counter arguments-reciever challenges a message claim.
