solomon_cb08_08 - Chapter 8 Attitude Change and Interactive...

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Chapter 8 Attitude Change and Interactive Communications CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice Hall, cr 2009 8-2 Chapter Objectives When you finish this chapter you should understand why: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be. Several factors influence a message source’s effectiveness.
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Prentice Hall, cr 2009 8-3 Chapter Objectives (cont.) The way a marketer structures his message determines how persuasive it will be. Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
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Prentice Hall, cr 2009 8-4 Changing Attitudes Through Communication Persuasion: effectiveness of marketing communications to change attitudes What influences people to change their minds or comply: Reciprocity Scarcity Authority Consistency Liking Consensus
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Prentice Hall, cr 2009 8-5 Tactical Communications Options Who will be source of message? How should message be constructed? What media will transmit message? What target market characteristics will influence ad’s acceptance?
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Prentice Hall, cr 2009 8-6 Traditional Communication Model Figure 8.1 Communications model: a number of elements are necessary for communication to be achieved
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Prentice Hall, cr 2009 8-7 Interactive Communications Consumers have many more choices available and greater control to process messages Permission marketing: marketer will be much more successful in persuading consumers who have agreed to let him try Click to view Quicktime video on Sony Metreon’s interactive entertainment store
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Prentice Hall, cr 2009 8-8 Updated Communications Model Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per- view TV, Caller ID, Internet Figure 8.2
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Prentice Hall, cr 2009 8-9 New Message Formats M-commerce (mobile commerce): marketers promote goods and services via wireless devices Blogging: people post messages to the Web in diary form New forms of blogging: Moblogging Video blogging (vlogging) Podcasting RSS (Really Simple Syndication) Flogs (fake blogs) Twittering
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8-10 The Source Source effects: the same words by different people can have very different meanings A “source”often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer What makes a good source? Source credibility: a source’s perceived expertise,
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This document was uploaded on 10/27/2011 for the course BUSINESS ALL at Texas Tech.

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solomon_cb08_08 - Chapter 8 Attitude Change and Interactive...

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