Source, Message and Channel Factors

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Source, Message and Channel Factors
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The Communications Process
Noise
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Source Attributes andReceiver Processing Modes
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Source Credibility

• Credibility is the extent to which the recipient
  sees the source as having relevant knowledge,
  skill, or experience and trusts the source to
  give unbiased, objective information.
• Internalization
• Two dimensions expertise and trustworthiness.

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Source Credibility

• Applying expertise
• Oral-B ????????????
• Extra??????????????
• Applying trustworthiness
• ?????????
• Using corporate leaders as spokespeople
• ?????????LG

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Celebrities Sell Out

• Dont want fans to think theyve sold out.
• Examples
• Meg Ryan cosmetics and tea
• Brad Pitt canned coffee and blue jeans
• Demi Moore protein drink
• Harrison Ford Kirin beer
• Stars Fascination, Culture, International

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Limitations of Credible Sources

• High-Credibility ? Asset and Low-Credibility ?
  Liability ?
• Audiences position
• Sleeper effect the persuasiveness of a message
  increases with the passage of time.

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Source Attractiveness

• Attractiveness encompasses similarity,
  familiarity, and likability.
• Identification
• Two dimensions similarity and likability.

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Source Attractiveness

• Applying similarity
• Applying likability using celebrities
• Applying likability decorative models

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Applying Similarity

• Similarity resemblance between the source and
  the receiver of the message.
• Similar people or situations
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• ??
• ???B
• ???????

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Likability

• An affection for the source as a result of
  physical appearance, behavior, or other personal
  traits.

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Using Celebrities

• Nearly 20 of all TV commercials feature
  celebrities.
• Tiger Woods, Michael Jordan, Brittany Spears.
• Stopping power

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Dell Computer uses its founder and CEO as an
advertising spokespeson
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Pepsi used pop star Brittany Spears as an
endorser for several years
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Using Celebrities

• Overshadowing the product
• Overexposure
• Target audiences receptivity
• Knowledge, attitude
• Endorsed by no one New Balance.
• Risk to the advertiser
• Pepsi Mike Tyson, Michael Jackson, Madonna

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Decorative Models

• Physically attractive communicators generally
  have a positive impact and generate more
  favorable evaluations of both ads and products
  than less attractive models.
• Gender appropriateness and relevance to the
  product
• An attractive model facilitates recognition of
  the ad but does not enhance copy readership or
  message recall.

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Source Power

• A source has power when he or she can actually
  administer rewards and punishments to the
  receivers.
• Compliance

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Message Structure

• Order of Presentation
• Conclusion Drawing
• Message Sidedness
• Refutation
• Verbal versus Visual Messages

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Order of Presentation

• Primacy effect information presented first is
  most effective.
• Recency effect the last arguments presented are
  most persuasive.
• Most effective sales presentations open and close
  with strong selling points and bury weaker
  arguments in the middle.

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Message Recall and Presentation Order
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Conclusion Drawing

• In general, messages with explicit conclusions
  are more easily understood and effective in
  influencing.
• Open-ended ads were more effective than
  closed-ended arguments that did include a
  specific conclusion but only for involved
  audiences.
• Factors involvement, education, the type of
  issue or topic, the nature of the situation,
  complexity.

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Message Sidedness

• One-sided message mention only positive
  attributes or benefits.
• Two-sided message present both good and bad
  points.
• Factors education, audiences attitude.

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Refutation

• The communicator presents both sides of an issue
  and then refutes the opposing viewpoint.
• Build attitudes that resist change and must
  defend against attacks or criticism of their
  products or company.

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Verbal versus Visual Messages

• Visual images are often designed to support
  verbal appeals.
• Pictures increase both immediate and delayed
  recall of product image.

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Message Appeals

• Comparative Advertising
• Fear Appeals
• Humor Appeals

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Comparative Advertising

• The practice of either directly or indirectly
  naming competitors in an ad and comparing one or
  more specific attributes.
• Recall, Brand attitudes, Purchase intension,
  Credibility.
• For brand which is new or with small market share.

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Political Ads

• Voters often tend to weight negative information
  more heavily than positive information when
  forming impressions of political candidates.
• The use of attack advertising by politicians
  can result in negative perceptions of both
  candidates.

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Fear Appeals

• The relationship between the level of fear in a
  message and acceptance or persuasion is
  curvilinear.
• Facilitating effects
• Inhibiting effects
• Example ????, ?????, ???

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Fear Appeals and Message Acceptance
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The Protection Motivation Model

• Information
• Perceived probability
• Perceived ability

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Humor Appeals

• Attract consumers attention.
• Create positive mood.
• Distract consumers from brands and attributes.

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Do Humorous Ads Wear Out Too Fast?

• Two opposing opinions.
• Solution humorous campaigns consisting of many
  different commercials.
• BRAHMA Beer 1, 2
• PILOT 1, 2

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Channel Factors

• Personal versus Nonpersonal Channels
• Effects of Alternative Mass Media
• Effects of Context and Environment
• Clutter

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Personal versus Nonpersonal Channels

• Personal channel is more persuasive
• Flexible
• Personal
• Powerful

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Effects of Alternative Mass Media

• Differences in Information Processing
• Using Strategy

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Effects of Context and Environment

• Qualitative Media Effect
• Consumers reaction positively or negatively.
• Aylesworth MacKenzie process more or less
  systematically
• central route ? positive program
• peripheral route ? negative program

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Clutter

• The problem of clutter
• Magazine ? 1/2
• TV ? 1/4
• Radio ? 1/5 1/6
• Junk mail
• Solutions
• Shorter commercial
• Humor, celebrity spokespeople, or novel, creative
  approaches