Source, Message and Channel Factors

1
Chapter 6

• Source, Message and Channel Factors

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Source Attributes andReceiver Processing Modes
Source attribute
Process
3
Source Credibility

• The extend to which the source is seen as having
• Knowledge
• Skill
• Expertise
• And the information is seen to be
• Trustworthy
• Unbiased
• Objective

4
Source Attractiveness

• Similarity
• Resemblance between the source and recipient of
  the message
• Familiarity
• Knowledge of the source through repeated or
  prolonged exposure
• Likability
• Affection for the source resulting from physical
  appearance, behavior, or other personal traits

5
The Use of Celebrities

• Endorsements
• The celebrity, whether an expert or not, merely
  agrees to the use of his or her name and image in
  the promotion for the product.
• Testimonials
• The celebrity, usually an expert with experience
  with the product, attests to its value and worth.
• Placements
• The brand is "placed" in a movie or TV show where
  it's seen by the audience and used or associated
  with the characters.

6
The Use of Celebrities

• Dramatizations
• Celebrity actors or models portray the brand in
  use during dramatic enactments designed to show
  the goods.
• Representatives
• The celebrity agrees to become a spokesperson for
  the brand through multiple media over an extended
  time period.
• Identification
• The celebrity, usually in partnership with a
  producer, introduces his or her own brand using
  the celebrity name as the brand name.

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Meaning Movement andthe Endorsement Process
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Message Recall and Presentation Order
Recall
Beginning
Middle
End
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Drawing Message Conclusions
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Message Attributes

• Sidedness
• One-sided vs. Two-sided
• Refutation
• Special type of two-sided message
• Present both sides, then refute the opposing view
• Visual vs. Verbal Messages
• Visual more important when verbal has low imagery
  value
• Can use contradicting verbal visual messages to
  increase recall and information processing

11
Message Appeals

• Refutational Appeal
• Comparative Advertising
• Useful for new brands or brands with small market
  share
• Named Competition/Unnamed Competition/Self-Referen
  t
• Fear Appeals
• Humor Appeals
• Sex Appeals
• Emotional Appeals

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Fear Appeals and Message Acceptance
Facilitating effects
Resultant nonmonotonic curve
Acceptance
Level of fear
Rejection
Inhibiting effects
13
Use of Humor

• Aids attention and awareness
• May harm recall and comprehension
• May aid name and simple copy registration
• May harm complex copy registration
• May aid retention
• Does not aid persuasion in general
• May aid persuasion to switch brands
• Creates positive mood, enhancing persuasion
• Does not aid source credibility
• Is not effective in bringing about action, sales

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Use of Humor

• UNFAVORABLE TOWARD HUMOR
• Research directors
• Direct mail, newspapers
• Corporate advertising
• Industrial products
• Goods or services of a sensitive nature
• Audiences that are
• Older
• Less educated
• Down-scale
• Female
• Semi- or Unskilled

• FAVORABLE TOWARD HUMOR
• Creative personnel
• Radio and television
• Consumer non-durables
• Business services
• Products related to the humorous ploy
• Audiences that are
• Younger
• Better educated
• Up-scale
• Male
• Professional

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Channel Factors

• Personal generally more persuasive, flexible
  and personalized, thus more powerful
• Nonpersonal unfocused, non-flexible message,
  little customer contact
• Clutter time devoted to commercials, length of
  commercials