CHAPTER 7: GROUP INFLUENCES ON CONSUMER

BEHAVIOUR

Group is a number of people that are gathered together and share a set of norms, values, or
beliefs and have certain implicitly or explicitly defined relationships to one another such that
their behaviors are interdependent.

Reference Group ​includes individuals or ​groups that influence our opinions, beliefs, attitudes
and behaviors. Consumers view reference groups with which they have personal contacts as
MORE CREDIBLE than advertisements that we’ve seen on TV’s and other promotions by
marketers. Reference groups have a high degree of source credibility and a source of
persuasive impact.

Four criteria that are particularly useful in classifying groups:

1. Membership.
2. Strength of Social Tie
3. Type of Contact
4. Attraction.

Types of References Groups:

Membership Group​, a group which a person belongs to. The influenced and influencer have a
high chance of knowing each other and aware of the influence. Example is when a group of
men who plays golf weekly.

Symbolic Group,​ a group to which an individual is unlikely to belong, but whose values and
behaviours that person adopts. High degree of influence, although the influenced know that they
will never join the influencers. Ex: professional tennis player may constitute a symbolic group for
an amateur tennis player, since their behaviours are quietly the same (buy tennis shoes and
racquet).

Consumption-related Reference Groups:

a. Friendship Groups
Friendships lah intinya, usually formed at work or school.
b. Shopping Groups
Groups who enjoy shopping together, or to have someone bring a new friend who is
expert at making correct and valuable purchases of a product. Ex: Membership cards in
Starbucks, where you can get rewarded if you convince others to join / get a free drink.
c. Virtual Communities
People sharing their interests and hobbies through online community, where everyone is
anonymous so everyone in the internet can express their views freely and benefit from
other’s views as well. Ex: A Games of Thrones fans were commenting on Twitter about
how bad Episode 13 is. So, the scripwiters of Game of Thrones might read them and
later in the next episode can improve their scripts.
d. Advocacy Groups
Assist consumers in making decisions and support costumer’s rights. Ex: Feeding
America and Share Our Strength advocate for ending hunger and MADD (Mothers
Against Drunk Driving) to reduce drunk driving in America.

Reference Group Influence:

Brand Communities are a group of people who admire a particular product and find others with
the same interest and form a group together. Can add value to the ownership of the product and
build intense loyalty. When a consumer becomes part of a brand community, remaining
generally requires continuing to own and use the brand. Ex: Harley Owners Group, where the
owners of Harley-Davidson can engage online or go for a ride together, and share their interests
and taste and also to increase their enthusiasts and loyalty to the brand.

When Using Social Media in Marketing:

● Be transparent.
● Be a part of the community.
● Take advantage of the unique capabilities of each venue.

Reference group influence can take three forms:

1. Informational Influence
2. Normative Influence (a.k.a. utilitarian influence)
3. Identification Influence (a.k.a value expressive)

Reference Group Influence on The Consumption Process

Factors Affecting Reference Group Influence

a. Conformity (kesesuaian, kecocokan)

Marketers aim to increase consumer conformity. They do so by portraying reference
group influences in their promotions. And marketers of new brands or brands that are not
the market leader often try to convince consumers to be different and not follow the
current trend.
b. Groups’ Power and Expertise
Different reference groups may influence beliefs and behaviours at different times or
under different circumstances. And consumers who are concerned with approval from
others usually adopt the same product or brands as those group members.
c. Relevant Information and Experiences
Individuals who have experiences toward a product or have obtained detailed
information are LESS LIKELY to be influenced by the advice of others. And it also works
in contrast.
d. Product Conspicuousness (produk yang mencolok​)
Products that are conspicuous and status revealing are MOST LIKELY to be purchased.
e. Personal Characteristics
People who have the tendency to be liked by others are more interested in group
influences. Competitive people are LESS LIKELY to look for guidance from reference
groups.

Communications within Groups and Opinion Leadership

1. Opinion Leaders

An opinion leader is the ‘go-to person’ for specific types of information (in this matter we are
talking about products). They are highly knowledgeable regarding a particular product
(category-specific), and are self-confident and love to discuss products with others. They go on
a lot of product websites and make recommendations and share their experiences to others.
They also express satisfaction and complain about a product / services.

2. Word-of Mouth

May start by having one party offering advice or informations about a product or service to
another party.
Microblog​: has less content than the traditional blog and allow users to exchange contents
usually via Twitter.
Viral marketing​: uses social networks and other tech and use ‘pass-it-along’ strategy to
increase brand awareness using subjects that are fun and enjoyable.

The exchange of advice and information between group members can occur directly via WOM
in the following situations:

1. Individual seeks information from another, or.

2. Individual volunteers information.

Emotion in Advertising

Emotion in Advertising
Communications within Groups and Opinion Leadership

1. A ​market maven i​ s a generalized market influencer who provides significant amounts of

information about various products, places to shop, and so on.

Strategies designed to generate WOM and encourage opinion leadership include:

1. Advertising.
2. Product Sampling
3. Retailing/Personal Selling
4. Creating Buzz.

Categories of Innovations:

1. Continuous Innovation

Adoption of this type of innovation requires relatively minor changes in behavior(s) that are
unimportant to the consumer.

2. Dynamically Continuous Innovation.

Adoption of this type of innovation requires a moderate change in an important behavior or a

major change in a behavior of low or moderate importance to the individual.

3. Discontinuous Innovation.

Adoption of this type of innovation requires major changes in behavior of significant importance
to the individual or group.
Adopter Categories:

1. Innovators​: are the earliest to buy new products, and they take risks whether the new
product will not work or to be quickly replaced by a new model.
2. Early adopters​: consumers who buy new products within a relatively short period
following introduction, but not as fast as Innovators. Ads targeting members of this
segment is by showing them praising new products.
3. Early majority​: beli products nya abis Early adopters. This segment is larger than two
segments above combined. Mereka beli products nya abis prices decline and they buy
the new model. Ads targeting members of this segment is by assuring them that the
product has been successful.
4. Late majority: gak mau take risks and slow to adopt to new innovations. They are likely
to buy for older models from marketers who sell at lower prices, contoh beli iPhone 8 pas
iPhone X keluar.
5. Laggards​: very last consumers to adopt innovations, and the last one to recognize the
value of innovative products.
6. Non-adopters​: ada dua macem, “Prospective adopters” are potentially become
costumers dan “Persistent non-adopters” are very unlikely to become costumers.
CHAPTER 8: PERCEPTION

There are 3 phases of perception:

1.​ ​Sensing: deciding what stimuli to pay attention to (selective perception)
2. Organizing: how to arrange informations in our minds (categorization)
3. Reacting: responding to stimuli; experiences will then feedback and influence future sensing

Types of Exposure:
Exposure itself occurs when a stimulus comes within range of a person’s sensory receptor
nerves (vision)

1. Selective Exposure

The highly selective nature of consumer exposure is a major concern for marketers, since failure
to gain exposure results in lost communication and sales opportunities.
Ad avoidance:​ ways of consumers selectively avoid exposure of ads messages (Zipping:
nge-skip ads, Zapping: switching channels, Muting: turning the sound off)
Product Placement: involves incorporating brands into movies, tv programs and other
entertainment for ads purposes.

2. Voluntary Exposure

Although consumers often avoid commercials and other marketing stimuli, sometimes they
actively seek them out for various reasons including purchase goals, entertainment, and
information. Ex: consumer clicks on a banner / pop up (contohnya kayak pas kita lagi nonton
INDOXXI) so we are voluntarily being exposed to the target site and marketing messages.

ATTENTION​ (occurs when the stimulus is ‘seen’)

Is determined by three factors:

1. Stimulus Factors

Are physical characteristics of the stimulus itself. Factors including: Size, Intensity, Attractive
visuals, Color and Movement, Position, Isolation, Format, Contrast and Expectations,
Interestingness, Information Quantity.
Contoh: Intensity (loud sounds, strong odors), Contrast (when other sentences are printed
non-italic, there’s one word that’s in italic, repetitions also a part of contrast), Isolation
(separating stimulus object from others such as ‘The use of stand-alone kiosks in Starbucks’),
Expectations (ads that differ from expectations for a product often motivate more attention).

Adaptation level theory ​suggests that if a stimulus doesn’t change over time we habituate to it
and begin to notice it less.

2. Individual Factors

Are characteristics which distinguish one individual from another. Factors including: Motivation
(is a drive state created by customer interest and needs, can use Product Involvement to
increase motivation), Ability (the capacity of individuals to attend and process info, often related
to knowledge and familiarity to a product).

3. Situational Factors

Include stimuli in the environment other than the focal stimulus and temporary characteristics of
the individual that are induced by the environment. Factors including: Clutter (research suggest
that cluttering the point-of-purchases may increase the attention of consumers of a given display
- intinya ya kalo mau jualan produk jangan lebay aja bro advertisingnya, nanti costumers malah
kayak ‘ah ini mah terlalu iklan’), Program Involvement.

Non-focused Attention

1. Hemispheric Lateralization: ​activities that take place on each side of the brain. Kalo
left side controls activities related to RATIONAL THOUGH. Kalo right side deals with
IMAGES and PERCEPTIONS.
2. Subliminal Stimuli​: a message is presented so fast that consumers are not aware /
having trouble in detecting the hidden message. Subliminal Stimuli often inserted into
other media such as TV commercials or songs. This kind of messaging can be used to
strengthen or heighten the persuasiveness of advertisements. Subliminal ad is to hide
the key persuasive information biar orang-orang makin kepo dan focus on the ad.

INTERPRETATION

1. Cognitive interpretation i​ s a process whereby stimuli are placed into existing

categories of meaning. (Process of adding meaning from existing knowledge)
2. Affective interpretation ​is the emotional or feeling response triggered by a stimulus
such as an ad. (Process of adding meaning by feelings)

Interpretation is determined by three Characteristics​:

1. Individual Characteristics, ​including ​Trait​ (traits that drive our needs and desires and
influence how a stimulus is interpreted) dan Trait dibagi dua yaitu Physiologically (consumers
differ in their sensitivity to stimuli contohnya taste) dan Psychologically (consumers have natural
emotion). Terus ada lagi ​Learning and Knowledge​ dan ​Expectations​ (consumers usually
compare products from a well-known brand to identical product from an unknown brand).

2. Situational Characteristics (gatau gak ada contohnya)

3. Stimulus Characteristics

Traits​ (contohnya kayak size, shape and color and consumers appear to prefer stimuli that are
easy to process, tapi Incongruity juga bisa increase attention), ​Organization​ (physical
arrangements of the stimulus object)
Ambush Marketing: draws a proximity by making it appear that a company is associated with an
event when it’s not.
Closure: presenting an incomplete stimulus with the goal of consumers becoming more
engaged and involved.
Figure-ground: stimulus perceived as the focal object and other stimuli as background.
Lanjut dari Organization, terakhir ada ​Changes​ dan dibagi jadi dua yaitu Sensory Discrimination
(ability of an individual to distinguish between similar stimuli) dan Just Noticeable Difference
(minimum amount that one brand can differ from another with the difference still being noticed).

CONSUMER INFERENCES

1. Quality Signals

Yaitu when some product quality inferences (kesimpulan) are consistent across consumers.
Quality signals include: Price-perceived quality, Advertising intensity, Warranties, Country of
Origin and Brand name. Quality signals tend to operate more strongly WHEN consumers lack of
expertise, when involvement in decision is low and when other quality-related information is
lacking.

2. Interpreting Images

Images may convey meanings that words cannot express.

3. Mission Info and Ethical Concerns

PERCEPTIONS AND MARKETING STRATEGY

1. Retail Strategy

Contohnya ada Store Interiors (store layout, lighting so that consumers will travel more of the
store), Shelf position (eye level for adults and children) and Cross-promotions.

2. Brand Name and Logo Development

Contohnya ada Linguistics Considerations where brand names start out having nama-nama
yang gak jelas / inherent meaning, but gain associations over time as consumers gain
experiences with them, Brand extension (existing brand but extends to a new category),
Co-branding (alliance between two brands on a single product).

3. Advertisements (harus capture attention and convey meaning)

Exposure (physically reach target market).

Attention (attended to the costumers).
Interpretation (properly interpreted).
Memory (stored in brain).

4. Media Strategy

Random approach and Selective approach.

5. Package Design and Labeling

Package must attract attention and convey infos, must be functional with bright colors and usual
shapes and contain product information and warnings such as cigarettes, alcoholic beverages
and over-the-counter drugs.
CHAPTER 9: LEARNING, MEMORY, AND PRODUCT
POSITIONING
Learning​: Any kind of change in the organization of long-term memory or behavior​. One of the
essentials to consumers’ consumption process. As a consumer’s behavior mostly consisted of
learned behaviors.
•Attitudes, values, taste, behavior, etc. is acquired through the process of learning.
•Culture, family, friends, media, and advertising affect an individual’s lifestyle and their
chosen consumed products.

1. Short Term Memory (STM)

•Also called ​working memory
•​Limited capacity​ of information and sensation storing.
•​Short lived​. Individuals have to revise/refresh the information constantly to avoid losing
it through maintenance rehearsal (continual repetition).
•​Elaborate activities (analyzing, categorizing, interpreting) are done in STM​. Those
activities redefine or add new elements into the memory.
•Elaborate activities can involve concepts and imagery.
•Concepts: abstractions that capture the meaning of something in another concept.
•Imagery: involves recall and mental manipulation of sensory images (smell, taste,
tactile, sight). Enables the direct recovery of past experiences.

2. Long-Term Memory (LTM)

•​Unlimited, permanent storage​. Can store concepts, decision rules, processes, affective
(emotional) stages.
•​Semantic Memory is the basic knowledge and an individual’s feelings towards a
concept​. As semantic memory represents an individual’s understanding of an
object/event at the most basic level.
•​Episodic Memory is the memory of an event’s sequence that someone participated in
e.g. first date, graduation, driving lessons, etc.
•Schemas (Schematic Memory): Patterns of association with other concepts and
episodes around a concept​. Often called knowledge structure. Complex web of
associations. Contains product characteristics, usage situations, episodes, affective
reactions. Sources are personal experiences and marketing activities.
•​Scripts: Memory on how the sequence of an action should occur e.g. purchasing soft
drinks to relieve thirst. Necessary for customers to shop effectively. Considered as a
challenge for marketers to teach consumers the appropriate script to purchase in online
shopping.
•Retrieval from LTM: ​ease of any information to be retrieved through LTM is called
accessibility e.g. soft drink we automatically think of coca-cola. Accessibility can be
enhanced through rehearsal, repetition, and elaboration. This effect is called top-of-mind
awareness. Stronger and more direct nodes will increase accessibility. ​May involve
explicit and implicit memory​. Explicit is conscious recollection, implicit is unconscious
retrieval e.g. familiarity, feelings, beliefs of when and how they were acquired.

Learning Under High and Low Involvement

Strength of Learning​: The learning’s strength is enhanced by six factors e.g. ​importance,
message involvement, mood, reinforcement, repetition, and dual coding.
1. Importance
•Refers to the value placed by customers for an information learned. Can be driven by
interest in product or by decision making needs in near future More important, more
effective. Separates high-involvement and low-involvement learning.

2. Message Involvement
•When a consumer is not motivated to learn the material, processing can be increased
by causing the person to become involved with the message itself e.g playing an
instrumental version of a popular song with lyrics related to product attributes (“Like a
rock” in Chevrolet pickup ads) may cause people to “sing along,” either out loud or
mentally\

3. Mood
•Positive mood enhances learning
4. Reinforcement
•Anything that increases the likelihood that a certain response will be repeated in the
future.
•Positive reinforcement is a pleasant/desired consequence. E.g. Somebody who likes
eating Indonesian food saw an ad for Nasi Padang nearby and decided to try it out and
liked every aspect i.e. food, atmosphere, service. Thus, they are more likely to eat nasi
padang next time.
•Negative reinforcement involves the removal or avoidance of an unpleasant
consequence. E.g. freshcare promises to relieve clogged nose
•Punishment is opposite of reinforcement

5. Repetition
•Repetition enhances learning and memory by increasing the accessibility of information
in memory or by strengthening the associative linkages between concepts

6. Dual Coding
•Consumers can store (code) information in different ways. Storing the same information
in different ways (dual coding) results in more internal pathways (associative links) for
retrieving information. This in turn can increase learning and memory.
•E.g. two different ads for the same brand
1.​ A
​ void Competing Advertising

● ​Avoid having ads in the same set of a competitor’s ad.

2.​ S
​ trengthen Initial Learning

● Increase the strength of initial learning. Stronger learning is less subject to

memory interference.

3. ​Reduce Similarity to Competing Ads

● Unique ads can break through advertising clutter to garner greater attention,
unique ads are also more resistant to competitive memory interference

4. ​ Provide External Retrieval Cues

● Retrieval cues allow information in memory to be recalled. Brand names can

trigger brand info stored in memory. Brand name is not always enough.
● Synonymous with the brand reputation​. Good rep=high brand equity, weak
rep=low brand equity
● Based on the product position. If a brand is considered as superior in terms of
performance, provides excitement upon use, and produced by a good reputed
company, people are more willing to pay more, go the extra mile to get the
product, or to forgive mistakes/flaws from the product.
● Example of brand equity: People buying Bayers’ medicine to relieve their
symptoms rather than buying generic medicine over the counter despite them
having the same chemical components.
● Successful brand leverage requires the OG brand to have a strong positive
image and that the new product will fit the original product in at least ¼
dimensions.
1. Complement
● The two products are used together
2. Substitute
● The new product can be used in the OG’s place
3. Transfer
● Consumers perceive the new product to have the same
manufacturing skills as the OG
4. Image
● The new products share a key image component with the original
● Example of brand leverage: Starbucks ice cream, Tealive boba ice
cream
CHAPTER 10 :MOTIVATION, PERSONALITY, AND EMOTION

THE NATURE OF MOTIVATION​,

​Motivation​ is the reason for behavior.

​A motive is why an individual does something. The terms ​need ​and ​motivation ​are often used
interchangeably. This is because when a consumer feels a gap between a desired state and his
or her actual current state, a need is recognized and experienced as a drive state referred to as
motivation. Needs and motives influence what consumers perceive as relevant and also
influence their feelings and emotions. For exam- ple, a consumer who feels hungry is motivated
to satisfy that need, will view food and ads for food as personally relevant, and will experience
negative emotions prior to eating and positive emotions after eating.

McGuire first divides motivation into four main categories using two criteria:

1. Is the mode of motivation cognitive or affective?

2. Is the motive focused on preservation of the status quo or on growth?
Cognitive ​motives focus on the person’s

need for being adaptively oriented toward the environment and achieving a sense of meaning.
Affective ​motives deal with the need to reach satisfying feeling states and to obtain personal
​ otives emphasize the individual as striving to maintain
goals. ​Preservation- oriented m
​ otives emphasize development. These four main categories are then
equilibrium, while ​growth m
fur- ther subdivided on the bases of source and objective of the motive:
McGuire’s 16 motives and their implications for marketing are briefly described in the
following sections.

● Cognitive Preservation Motives

1. Need for Consistency (active, internal)

These facets include attitudes, behaviors, opinions, self-images, views of others,

and so forth. Understanding the need for consistency is also important for
structuring advertising messages relating to attitude change. A need for internal
consistency means consumers are reluctant to accept information that disagrees
with existing beliefs.
2. Need for Attribution (active, external)

This set of motives deals with our need to deter- mine who or what causes the
things that happen to us and relates to an area of research called ​attribution
theory.

Need for attribution is extremely relevant to consumer reactions to promotional

mes- sages (in terms of credibility). Because consumers do not passively receive
messages but rather attribute “selling” motives and tactics to ads and the advice
of sales personnel, they do not believe or they discount many sales messages.

3. Need to Categorize (passive, internal)

People have a need to categorize and organize the vast array of information and
experiences they encounter in a meaningful yet manageable way. so they
establish categories or mental partitions to help them do so.

4. Need for Objectification (passive, external)

These motives reflect needs for observable cues or symbols that enable people
to infer what they feel and know. Impressions, feelings, and attitudes are subtly
established by viewing one’s own behavior and that of others and drawing
inferences as to what one feels and thinks.

● Cognitive Growth Motives

1. Need for Autonomy (active, internal)

All individuals in all cultures have this need at some level.Owning or using
products and services that are unique is one way consumers express their
autonomy.9 Marketers have responded to this motive by developing limited
editions of prod- ucts and providing wide variety and customiza- tion options.

2. Need for Stimulation (active, external)

individuals experiencing rapid change generally become satiated and desire
stability, whereas individuals in stable environments become bored and desire
change.

3. Teleological Need (passive, internal)

This motive propels people to prefer mass media such as movies, television pro-
grams, and books with outcomes that match their view of how the world should
work.

4. Utilitarian Need (passive, external)

a consumer watching a situation comedy on television not only is being enter-

tained but is learning clothing styles, lifestyle options, and so forth. Likewise,
consumers may approach ads and salespeople as a source of learning for future
decisions as well as for the current one.

● Affective Preservation Motives

1. Need for Tension Reduction (active, internal)

People encounter situations in their daily lives that create uncomfortable levels of
stress.Recreational products and activities are often promoted in terms of tension
relief.

2. Need for Expression (active, external)

The purchase of many products, such as clothing and automobiles, allows

consumers to express an identity to others because the prod- ucts have symbolic
meanings. For example, fashion-oriented watches such as Swatch satisfy more
than the functional need to tell time—they allow consumers to express who they
are.

3. Need for Ego Defense (passive, internal)

A consumer who feels insecure may rely on well-known brands for socially visible
products to avoid any chance of making a socially incorrect purchase.
4. Need for Reinforcement (passive, external)

People are often motivated to act in certain ways because they were rewarded
for behaving that way in similar situations in the past.

● Affective Growth Motives

​ M
1. Need for Assertion (active, internal) = ​ any people are competitive achievers
who seek success, admiration, and dominance.
2. Need for Affiliation (active, external)

Affiliation refers to the need to develop mutually helpful and satisfying

relationships with others. It relates to altruism and seeking accep- tance and
affection in interpersonal relations.

3. Need for Identification (passive, internal)

The need for identification results in the consumer playing various roles like
student,employess ,any others.

4. Need for modelling (passive, external)

Modeling is a major means by which children learn to become consumers. The

tendency to model explains some of the conformity that occurs within ref- erence
groups.

Personality ​Personality is ​an individual’s characteristic response tendencies across similar situations.

​Multitrait Approach

Some trait research attempts to examine a consumer’s entire personality profile across a set of relatively
exhaustive dimensions. Specifically, ​multitrait personality theory i​ denti- fies several traits that in
combination capture a substantial portion of the personality of the individual.
Single-Trait Approach

​ mphasize one personality trait as being particularly relevant to under- standing a

Single-trait theories e
particular set of behaviors. They do not suggest that other traits are nonexistent or unimportant.

THE USE OF PERSONALITY IN MARKETING PRACTICE

Communicating Brand Personality

EMOTION

Emotions are strongly linked to needs, motivation, and personality. or example, some people are more
​ onsumers higher in affect intensity
emotional than others, a consumer trait termed ​affect intensity. C
experience stronger emotions and are more influenced by emotional appeals. First, emotions are often
triggered by environmental events (e.g., viewing an ad, consuming a product that meets a need).

Types of Emotions

Some researchers have suggested that three basic dimensions—pleasure, arousal, and dominance
(PAD)—underlie all emotions. Specific emotions reflect various combinations and levels of these three
dimensions.

EMOTIONS AND MARKETING STRATEGY

1. Emotion Arousal as a Product and Retail Benefit

2. Emotion Reduction as a Product and Retail Benefit
3. Consumer Coping in Product and Service Encounters
4. Emotion in Advertising
CHAPTER 11 - ATTITUDES AND INFLUENCING ATTITUDES

● DEFINITION

Is an enduring organization of motivational, emotional, perceptual, and cognitive

processes with respect to some aspect of our environment

● THREE (3) ATTITUDES COMPONENTS:

1. Affective
2. Cognitive
3. Behavioural

- All the three (3) Attitude components are having an impact among others:
● FACTORS FOR INCONSISTENCIES
- Lack of Need
- Lack of Ability
- Failure to consider relative attitudes
- Attitudes Ambivalence
- Weakly held Beliefs and Affect
- Failure to Consider interpersonal influence

● THREE (3) ATTITUDE CHANGE STRATEGIES:

1. Change the cognitive component
2. Change the affective component
3. Change the behavioural component

● INDIVIDUAL AND SITUATIONAL CHARACTERISTICS MAY INFLUENCE ATTITUDE

CHANGE

ELM MODEL
- Core Tenants of ELM : Part 1

Compared to attitudes formed under the ​peripheral route​, attitudes formed

under the ​central route​ tend to be:

- Stronger
- More resistant to counter-persuasion attempts
- More accessible from memory
- More predictive of behaviors

BUT there are caveats and expectations relating to cue relevance and
competitive situation

Cue Relevance -​ PC/CC?

ex​: An attractive model (plus her hair) may be ​decision irrelevant (PC) in an ad
for a car, but ​decision relevant (CC) in an ad for shampoo. In this case, the attractive
model would influence persuasion under high involvement for shampoos but not for cars

Competitive Situation - ​PC can influence persuasion under HIGH INVOLVEMENT in

competitive situations when:

1. Central cues neutralize - due to homogeneity across competing brands (PC

could becomes a breaker)
2. Attribute tradeoffs - across cues engenders decision difficulty which PC help to
alleviate
Consumer Resistance to Persuasion

- Consumer are not passive to persuasion attempts

- Consumers are often skeptical (an individual characteristic) and resist

persuasion

- Consumers frequently infer an advertiser’s intent and respond in light of that

presumed selling intent.

Resisting Brand Attacks:

- Discrediting
- Discounting
- Containment

Three (3) Types of Communication Characteristics:

1. Source Characteristics​ - Represent “who” delivers the message

a. Source Credibility
- It's easier when the target market views the message source as highly
credible
b. Celebrity Sources
- Can be effecting in enhancing attention, attitude toward the ad,
trustworthiness, expertise, aspirational aspects, and meaning transfer

Effectiveness enhanced when marketers match:

● Image of the celebrity with

● Personality of the product with
● Actual or desired self-concept of the target market
c. Sponsorship
- Oftenly work in much the same manner as using a celebrity endorser
2. Appeal Characteristics​ - Represent “how” the message is communicated
a. Fear Appeals
b. Humorous Appeals
c. Comparative Ads
d. Emotional Appeals
e. Value - Expressive versus Utilitarian Appeals
- Value-Expressive​: Attempt to build a personality for the product to create
an image of the product user. Most effective for products designed to
enhance self-image or provide other intangible benefits
- Utilitarian Appeals​: Involve informing the consumer of one or more
functional benefits that are important to the target market. Most effective
for functional products.

3. Message Structure Characteristics​ - Represents “how” the message is presented

a. One-sided Versus Two-Sided Messages
b. Positive versus Negative Framing
- Attribute Framing​ : Only a single attribute is the focus of the frame

Ex: 80% fat free (​positive frame​) or 20% fat (​negative frame​)

- ​Goal Framing​ : Message stresses their positive or negative of the act

Ex: Benefits of having mammogram emphasised (​positive frame​) or Risk

or not having mammogram emphasized (​negative frame​)

c. Nonverbal Components
- Influence attitudes thorough affect, cognition, or both
- Emotional ads often rely primarily or exclusively on nonverbal content to
drive emotional responses, these may include: pictures, music,
surrealism.