CLASS 6 - INFLUENCING CONSUMERS: COMMUNICATION AND CONTEXT

CLASS 6 - INFLUENCING CONSUMERS: COMMUNICATION AND CONTEXT

1. Source; Message; Receiver; Context

2. Source characteristics

   • Credibility
     • expertise
     • Independence
   • Attractiveness
     • Physical Appearence/Talented
     • More likeable/Halo-effect
   • Similarity
     • People who are more similar to us, are more likeable

3. Message

   • Content
     • One sided/two sided arguments
     • Comparative advertising
     • Strong arguments; few arguments; drawing conclusions
   • Structure: Primacy vs. Recency
   • Types of appeal
   • Repitition
     • Mere exposure effect
     • Learning
     • Boredom

4. Receiver

   • Elaboration Likelihood Model
     • Central Route
     • Peripheral Route
     • Motivation/Abillity/Opportunity
   • Your communication strategy depends on MAO
   • Communication Strategy Depends on Type of Attitude and MAO (Involvement)

5. Context: subtle cues in the environment impact consumer's behavior in the market place and beyond

   • Cues in the environment
     • Priming: subliminal/supraliminal
     • Color (Halloween;orange)
     • Dogs(Puma/cats)
     • Traits: priming stereotypes influencing behavior