MODULE 4

ROLE OF PERSUSION

IN

MARKETING COMMUNICATION

• Attitudes: Mental property of the consumer

(Object)

• Persuasion: effort by marketing communicator to

influence consumer’s attitude and behavior in

some manner (Objective)

• Build brand preference and persuade them to buy

company's brand

• Why do some marketing communications succeed

while some fail?

• Attitude: Learned predisposition to act in a

consistently favorable or unfavorable manner

towards a given object

• Hypothetical construct

• Cognitive (Beliefs – Knowledge and thoughts)

Affective (Feelings)

Conative (Behavioral tendency/ Predisposition

to act)

Persuasion: Essence of marketing communication

• Perspectives of the persuader and persuadee

PERSUADER’S PERSPECTIVE

Schemer Schema: Strong and intuitive theories about marketers’ efforts to influence their actions

– Limitations of Info processing capabilities

– Time pressures

SIX TOOLS OF PERSUASION - ACLRS

1. RECIPROCATION

Return a favor with a favor

Persuasion circumstances and characteristics of persuader and persuadee

2. COMMITMENT AND CONSISTENCY

After making a commitment, there is a strong tendency to remain consistent with it

Lowballing – taking confirmation frm c/r

Highly ego-involved

3. SOCIAL PROOF – opinion leader & trendsetter

Appropriate behavior unclear

Behavior of others provides social proof – showing the use of

product by opinion leader and trendsetter.

4. LIKING – model & celebrity endorsement

Adopt an attitude or act when a likeable person promotes it –

MODELS in advertising and CELEBRITY endorsement.

Physical attractiveness and Similarity

5. AUTHORITY – doctors & experts of their field

Respect authority figures -- done by either doctors, entertainers and

renowned athletes – sort of confirmation that product will perform

as is claimed by them.

6. SCARCITY – offer limited, only few days r left , come first get first – limited handsets available

Things become more desirable when there is great demand and short supply

Theory of psychological reactance

People react against any efforts to reduce their freedoms or choices

PERSUADEE’S PERSPECTIVE – fundamental

factors in the persuasion process - MPRR• Message arguments – the strength or quality of message to

convince the customer & giving him reason to buy

• Peripheral cues – background music, scenery & graphics

• Receiver involvement – high involved / uninvolved customers

gives imp. to msg argument & peripheral cues respectively.

• Receiver’s initial position

Supportive arguments

Counterarguments

Source derogations

AN INTEGRATED MODEL OF PERSUASION

• Elaboration Likelihood Model

• Elaboration: Mental activity in response to a

persuasive message

• Elaboration likelihood depends on:

Motivation; Opportunity to process; Ability

• Low versus High Elaboration likelihood

Exposure to Ad Message:•Message Arguments•Peripheral Cues

Exposure to Ad Message:•Message Arguments•Peripheral Cues

Message-Argument Processing

Message-Argument Processing

Receiver Motivation, Ability, and Opportunity to

Process Message

Receiver Motivation, Ability, and Opportunity to

Process Message

Peripheral-Cue Processing

Peripheral-Cue Processing

EL=HighEL=High

EL=Moderate

EL=Moderate

Cognitive and Emotional Responses toward

Arguments

Cognitive and Emotional Responses toward

Arguments

Attitude-Formation Processes

Attitude-Formation Processes

Enduring Attitude Change

Enduring Attitude Change

AB or

Advertised

Brand

AB or

Advertised

Brand

Temporary Attitude Change

Temporary Attitude Change

Attitude-Formation Processes

Attitude-Formation Processes

Cognitive and Emotional Responses toward Peripheral Cues

Cognitive and Emotional Responses toward Peripheral Cues

EL=LowEL=Low

Central Route

Peripheral Route

INTEGRATED MODEL OF PERSUASION

EMOTION BASED PERSUASION – consumer EL is high & will form either positive or negative attitude about AB permanently

• High involvement in communication message

• Vicarious / Empathic experience

• Permanent attitude change

MESSAGE BASED PERSUASION

• Specific arguments or selling points of message

• Change in beliefs/ Change in evaluations in importance of brand attributes

• Permanent attitude change – Theory of Reasoned Action

CENTRAL ROUTE TO PERSUASION – EMA Based Persuasion

ATTITUDE CHANGE STRATEGIES

• Influence existing beliefs (about their brand)

• Change existing evaluations (about outcomes)

• Add an entirely new outcome

• MOA (motivation, opportunity & attitude) low

• Attend to peripheral features of communication

• Elements of message Gestalt that are unrelated to

primary selling points

• Cognitive and Emotional responses

• AAd and ABrand - Via classical conditioning

• Temporary versus Enduring attitude change

DUAL ROUTES

PERIPHERAL ROUTE TO PERSUASION