Psychology 2990A/B Chapter Notes - Chapter 7: Ice Bucket Challenge, Transmedia Storytelling, Tactical Communications
30 Apr 2018
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Chapter 7- Attitude Change and Interactive Communications:
Changing attitudes through communication:
• Persuasion- active attempt to change attitudes
• Basic psych principles influence people change minds/ comply w request:
o Reciprocity- more likely give if receive something first
o Scarcity- items become more attractive when less avail- 2 cookies liked more than
if got 10
o Authority- tend believe authoritative source more readily
o Consistency- people try not contradict themselves in terms of what they say and
do about an issue- sign petition support people w disabilities 2 weeks before got
2x more donations when asked donate to help people w disabilities
o Consensus- often take into account what others doing before we decide what to
do- desire fit in w what others doing influences our actions
Decisions, decisions: Tactical communications options:
• Source of message in ad (ex: who will drive car in ad?) helps det whether consumers
accept it
• How construct message?
• What media should use? Sometimes where you say it more important than what say-
match attributes medium w those of what sell ex: overall product quality and image mags
w high prestige more effective vs. expert mags convey factual info
• What characteristics of target market might influence ads acceptance? Frustrated with
daily lives, more receptive fantasy appeal vs. status-oriented maybe show people swoon
w admiration
The elements of communication:
• Marketers and advertisers have trad tried understand how marketing messages change
consumers’ attitudes by thinking in terms of communications model, which specifies
number elements nec for comm be achieved
• Source must choose and encode message (initiate transfer meaning by choosing approp
symbolic images that represent meaning)- structure message big effect how perceived
• Message transmitted via medium, tv, social media, mags, billboards etc
• Decoded by 1/more receivers, interpret symbols in light own experiences
• Feedback must be received by source, who uses reactions receivers modify aspects
message
An updated view: Interactive communications:
• Permission marketing- marketer will be more succ trying to persuade consumers who
have opted into its messages, consumers who “opt out” listening to message probably
weren’t good prospects in first place
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• Those say interested in learning more likely be receptive marketing comm have already
chosen to hear- have a voice in deciding which messages choose see and when and
exercising option more and more
• Trad communications model dev understand mass comm, info transferred from producer
to many consumers at once- typ via print, tv/ radio
• Adv process transferring info to buyer before sale
• Message perishable- repeated (perhaps frequently) for fairly short period time and
vanishes as new campaign eventually takes place- doesn’t work well now can narrowcast/
finely tune messages suit v small groups receivers (sometimes even 1 person at time)
• Doesn’t account two-way comm b/w consumers and marketers- consumers making voice
heard now more than ever before, as people increasingly play more proactive roles in
comm, exciting technological and social developments make us rethink picture passive
consumers
• Greater extent partner in comm processes- input helps shape messages we and others
receive, may seek out messages rather sit at home and wait see on TV/ in paper= can
dream out loud and guide one another toward many new styles and brands
Consumer interactivity:
• Consumers highly involved w product ad want to share opinions w manufacturers
invaluable (and often free) form of input that can shape marketing decisions in important
ways
• When consumer interacts w marketer to infl product, service/ outcome that is created=
marketer co-creation ex: marketer allows consumer customize its products which can go
from building own subway sandwich to creating own nike shoe-
• Giving consumer voice how product offered leads more innovative solutions and greater
consumer engagement
The increasing role of the consumer:
• Real-time marketing- marketing activities that leverage up-to-date and currently
occurring events- often take adv social media b/c allow for quick and interactive
communications w consumers= become succ when consumers interact w messaging by
forwarding comm through postings/ retweets
New message formats:
• Success ALS ice bucket challenge (raised over $115 million) due to:
o 24 hour deadline either take cold shower/ pay money (v specific goal)
o Public nature challenge, allowed Ps share selfies online
o Slight amount of self-sacrifice involved
• People tend to donate more money when have to suffer bit for cause- martyrdom effect
• Social media- technologies enable users create content and share it w large number of
others- use more than email and time spent networks growing 3x faster than rate overall
participation online
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• May use multiple platforms, unfold their messages over period time and integrate social
media w real-world exps
• Transmedia storytelling strategy- comm media range from websites, blogs and email to
recorded phone calls and even graffiti messages scrawled in public spaces
Levels of interactive response:
• Early persp on comm regarded feedback primarily terms behav (did adv make buy
product) but variety other responses poss as well, including building awareness brand,
informing us about product feature, reminding us to buy new package when run out and
perhaps most importantly building a long-term relationship
• Transaction one type response but many other valuable ways can interact
• First-order response- product offer that directly yields transaction- addition providing
revenue, sales data valuable source feedback allows marketers gauge effectiveness of
communications efforts
• Second-order response- customer feedback not in form transaction ex: social media
responses
The role of persuasion knowledge:
• Persuasion knowledge model (PKM)- consumers develop knowledge about persuasion
and use this knowledge to “cope” w/ deal w persuasive attempts
• Exchange b/w consumer and persuasion agent two-way interaction, both consumer and
agent have own goals
• Target (consumer) has 3 types of knowledge: topic knowledge (specific knowledge
related to issue at hand), agent knowledge (knowledge about source of persuasion) and
persuasion knowledge (knowledge about persuasive tactics and techniques being used)
• Persuasion knowledge refers to consumers’ theories about persuasion- includes beliefs
about tactics and ways of coping w persuasion attempts= hover in readiness to help them
form attitudes about influence agent/ product
• Consumers use knowledge about such persuasive attempts to get best outcome for
themselves- importantly if consumers attribute negative motives to persuasion agent,
such as salesperson, may be less easily persuaded/ may negatively evaluate individual
The source:
• When attribute same message to different sources and measure degree of attitude change
that occurs after listeners hear it, we can isolate which characteristics of communicator
cause attitude change
• Source of message can have big impact on likelihood that message will be accepted- can
be chosen b/c expert, attractive, famous/ even “typical” consumer both likeable and
trustworthy
• Two important source characteristics are credibility and attractiveness
• Needs to be match b/w needs of recipient and potential rewards offered by source- when
match occurs, recipient more motivated process message
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