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Marketing 260
Attitude Change & Interactive Communications
Marketing 260
Attitude Change & Interactive Communications
With Duane Weaver
Can Reality be Can Reality be aaffected by ffected by eeffecting Perception?ffecting Perception?
OutlineOutline
• Focus on Persuasion - defined
• The Communications Model
• Communication/Noise/Feedback Exercises
• Interactive Communication Model
• Message Elements
• Message Appeals
• Mid-Term Overview
Focus on PersuasionFocus on Persuasion
“An active attempt to change attitudes.”Solomon, Zaichowsky, Polegato, 3rd edition, p. 217.
• Is this manipulation?
• Is this coercion?
• When is it not?
• How do you know if an attitude has truly changed?
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NONOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
SourceSource
MessageMessage
MediumMedium
ReceiverReceiver
FeedbackFeedback
FeedbackFeedback
EncodingEncoding
TransmissionTransmission
DecodingDecoding
The Communications ModelThe Communications Model
Exercise 1Exercise 1
• Scenario One:– Sender and Receive are back to back
NO FEEDBACK– Observers take notes of what you observe happening
to both Sender/Receiver/and End Result=Output• Observers should not participate nor give any signals
– Sender• Communicates what they see…cannot ask questions
– Receiver• Draws what they receive…no noises, no feedback, no
replies, no questions, no fidgeting.
Exercise 2Exercise 2
• New Sender, New Receiver (Scenario 2)– Sender/Receiver are Back to Back
• Sender can ask for feedback whenever they like…sender must communicate what to draw.
• Receiver can only respond when asked (no noises otherwise)…Receiver must draw what they are told.
• OBSERVERS take notes
Exercise 3Exercise 3
• Scenario 3, new sender and receiver– Sender and Receiver Face each other
• Sender communicates what to draw and can ask any questions they want
• Receiver draws and can ask for any feedback they need.
– The Sender and Receiver must still “hide what they see and draw from each other”
– OBSERVERS observe
Communication Medium
(e.g. Internet)
Communication Medium
(e.g. Internet)
The Interactive Communication Model
The Interactive Communication Model
Wordsvs.
Pictures
Wordsvs.
PicturesMessage as a Metaphor
Message as a Metaphor
ArgumentArgument
VividnessVividness
Type ofAppeal
Type ofAppeal RepetitionRepetition
Message ElementsMessage Elements
FactorsAffecting
Persuasiveness
FactorsAffecting
Persuasiveness
Message AppealsMessage Appeals
Emotional vs. Rational• Emotional: creates a bond
– Hallmark
• Rational: focuses on results– Tide
Sex Appeal• Draws attention• Most effective when product is related to sex
– Condoms, perfume
Message AppealsMessage AppealsHumour Appeal
• Draws attention, but can overpower the message
• Cultural issues; can be offensive
• Campaigns must be updated (kept fresh)
Fear Appeal
• Must be used in moderation
• Relationship between fear and attitude change• Inverted U Shape
nonmonotonic
Thanks!Thanks!
• Those who would like to stay:We will briefly review mid-term expectations
• Everyone else…See you later…
» study…» relax…» and see you for the mid-term next class!
