The Nature of Persuasion

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The Nature of Persuasion

• Business 9318
• Dr. Katherine Gallagher

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Objectives

• To gain an understanding of how marcoms work in
  different situations (high vs low involvement,
  etc.)
• To become familiar with some of the models
  researchers use to explain the persuasion process
  

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A Framework
Marcom Input Message content, execution, scheduli
ng, repetition, etc
Filters Motivation, ability (involvement)
Consumer Cognition Affect Experience
Consumer Behavior Choice, consumption, loyalty,
habit, etc.
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Research Stream OneExposure, Salience,
Familiarity

• Fact Some marcom messages have very low info
  content but do change attitudes, especially with
  repetition. Why?
• Mere exposure model
• Brand salience model
• Familiarity model
• Implication For shallow processing, high reps
  can lead to brand preference

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Research Stream TwoLow Involvement Learning

• Fact Some marcom media cannot convey much info,
  but they do increase brand preference, after
  repetition
• awareness ? behavior ? attitudes
• Implication For low involvement, increase brand
  awareness dont try to communicate product
  benefits.

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Research Stream ThreeElaboration Likelihood
Model

• The central route to persuasion
• The peripheral route to persuasion
• Which route?
• motivation to process
• ability/opportunity to process
• Factors affecting motivation and ability

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Implications So Far...

• For low involvement, raise awareness and change
  brand attitudes through executional liking and
  credibility
• attractive or credible endorsers
• likeable advertising
• frequent repetition
• For high involvement, provide strong reasons
  why the brand is superior

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Research Stream FourCognitive Response Model

• Fact Weak relationship between recall of marcom
  content and attitude toward the brand. Why?
• Cognitive responses
• Implication max SAs min CAs
• repetition
• previously held position, belief
• strength of argument
• nature of emotion

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Research Stream FiveRecall and Persuasion

• Fact Weak relationship between recall of marcom
  content and attitude toward the brand.
• But
• not true for low involvement
• for high involvement, recall is necessary but not
  sufficient

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Summary

• When consumers are highly involved
• they process marcom claims carefully
• they use their reactions to those claims to
  determine their brand attitudes
• When consumers not highly involved, their brand
  attitudes are based on
• their liking of peripheral cues
• their ability to recall brand name
• their sense of familiarity with the brand