STRUCTURING AND ORDERING PERSUASIVE MESSAGES
Mere Exposure or Repeated Exposure
Mere exposure effect (Zajonc): Increased liking the more times we see a
Repeated exposure may backfire
In general 3 times is the golden rule
Order First or Last?
COGNITIVE DISSONANCE AND MARKETING
Have your cake and it it too!
Create Brand loyalty
Reinforce Brand Loyalty
Market inconsistency to create new loyalties
Capitalize on inconsistencies
we view a behavior as correct in a given situation to the
EMOTIONAL RESPONSE MARKETING- OPTIONAL
all consumer decisions are emotionally motivated
cognitive deliberations are after-the-fact rationalizations
examples: car purchase-strictly transportation? home purchase-strictly shelter?
clothing purchase-purely fu
Another popular technique for analyzing quantitative data is the difference test. It can be used
compare a sample group against some standard or norm to determine whether the group
is above or below the standard (e.g., productivity -
Application of the different data collection techniques invariable raises the following
question: How many people, records, and or observations need to be collected to ensure
the data collected is truly representative of the organizational unit ?
Before collecting diagnostic information, practitioners need to establish a
relationship with those who will provide and subsequently use it. The nature of
the relationship affects the quality and usefulness of the data collected.
Normative influence: Conforming for fear of looking deviant.
The classification of persons into groups on the basis of common attributes.
Overestimate the differences between groups
Underestimate the differences within groups
Nike ad campaign
Founded in 1964 as Blue Ribbons Sports
1978- Nike Inc
#1 manufacturer in sportswear
If you let me play Campaign
Nike used cause-related marketing
Campaign was to empower girls
Commercial first aired in 1995