Documente Academic
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Documente Cultură
Interactive Communications
Chapter 8
8-1
Scarcity
Authority
Consistency
Liking
Consensus
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8-3
FIGURE 8 - 1
Copyright 2014 Pearson Canada Inc.
8-4
Interactive Communication
Consumers have many more choices available and
greater control to process messages
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FIGURE 8 - 2
Copyright 2014 Pearson Canada Inc.
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8-7
Standard blogging
Video blogging
Podcasts
Virtual Worlds
Twitter
Widgets
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8-9
8 - 10
The Source
Source effects: Same
words by different
people can have
very different meanings
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Building Credibility
Building Credibility: Sources perceived expertise,
objectivity, or trustworthiness
Consumers beliefs that communicator is
competent and provides competitor information
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Buzz
Advertising
Word-of-mouth
Overt
Covert
Corporate
Grass-roots
Fake
Authentic
Skepticism
Credibility
Table 8 - 1
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Source Attractiveness
Source attractiveness: perceived social value of
source
Physical appearance
Personality
Social status
Similarity
Celebrities overseas
Japandering
Think about it: Can you think of attractive celebrities who
squandered their star power?
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The Message
Positive and negative effects of elements in TV
commercials
Negative Effects
Extensive information on
components, ingredients, nutrition
Graphic displays
Table 8 - 2
Copyright 2014 Pearson Canada Inc.
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picture
Require more frequent exposures (due to decay)
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FIGURE 8 - 3
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Vividness
Powerful description/graphics command attention
and are strongly embedded in memory
Active mental imagery (vs. abstract stimuli)
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Two-Factor Theory
Repetition can be a double-edged sword
Mere exposure phenomenon vs. habituation even wear-out
FIGURE 8 - 4
Copyright 2014 Pearson Canada Inc.
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then dismissed
Positive attributes should refute presented
negative attributes
Effective with well-educated and not-yet-loyal
audiences
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Drawing Conclusions
Should argument draw an explicit conclusion for
consumer?
Yesif argument is hard to follow or consumers
motivation is lacking
Noif message is personally relevant
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Comparative Advertising
Comparative advertising:
Message compares two +
recognizable brands on
specific attributes
But, confrontational
approach can result in
source derogation
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Sex Appeals
Product fit/ relevance
matters
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Humorous Appeals
Humor varies by culture
Humorous ads get attention
Theyre a source of distraction
Work especially well when they violate expectations
whilst being relatively benign
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Fear Appeals
Emphasize negative consequences that can occur
unless consumer changes behaviour/attitude
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Headline
Visual
Embassy Suites
Bucks filter
cigarettes
Herd of These?
Bounce fabric
softener
Pepsi
ASICS athletic
shoes
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Attempts to
persuade
Cognitive
responses may
occur
Characters
indirectly address
the audience
Interact with each
other in an
imaginary setting
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