Persuading Consumers- Consumer Behavior

8/11/2019 Persuading Consumers- Consumer Behavior

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Consumer Behavior Presentation

Chapter 7: Persuading Consumers

FMCG: Food Products


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Basic Communication Model

August 24, 2014Group 4 | Consumer Behavior Presentation

Communication:-

Impersonal

Interpersonal: Formal sources(Salesman) & Informal(Peers)

Media:-

Traditional media: Print(Magazines, Newspapers, Billboards) & Broadcast( TV, Radio)

New media: Online channels, social networks and mobile electronic devices

Barriers to communication:-

Selective exposure: Consumers selectivity in paying attention to advertising messages

Psychological noise: Competing ads or distracting thoughts can decrease message receptivity, Use repeated ads & Ambush effect and digital technologies to monitor consumers visits and interests


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Designing Persuasive messages

A message is the thought, idea, attitude, image, or other information that the sender wishes to co

intended audience.

Can be verbal(spoken or written), non verbal(a photograph, an illustration or a symbol) or a combi

Steps involved:

1. Establish the objective of the message

2. Select an appropriate medium

3. Encode the message in a manner that is appropriate to each medium and to each audience

Objectives:

Creating awareness of a service, promoting sales of a product, encouraging( or discouraging) certain reducing post purchase dissonance, creating goodwill or a favorable image or any combination of the



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Decisions to be taken by a markete

Images and text: Messages with images are more effective than just plain text

Focus on visual complexity to achieve stopping power More feature complexity, less attention to the brand

More design complexity, more attention to the brand

Use of words like simply, simple, easy, honest and clear

Message framing: Positive framing:

Stress the benefits to be gained by using a specific product

When need for cognition is high

Works when consumers comprise of people with independent self image

When respondents have more opportunity to process the ad content

Negative framing: Stress the benefits to be lost by not using the product

When need for cognition is low

When consumers comprise of people with interdependent self view

In products which enable the detection of a disease, this framing is more persuasive

When respondents have less opportunities to process the information of the ad



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One Sided vs. two Sided messagesOne Sided:

Stress only on the positive factors of their product and pretend as if the codoes not exist

If the audience is friendly( already uses that product) or it is a respected br

Less chances of hearing any opposing argument

Two sided: Acknowledges competing products, Honestly claims about the performanc

If the audience is critical or unfriendly

Likely to hear an opposing claim

Enhances the credibility of the brand



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Order effects: Is it best to present your commercial first or last?

In which order to list the product benefits within an ad?

Primacy effect and Recency effect

If audience interest is low, put your best benefit first

If both favorable and unfavorable information is to be presented then state the positive info first

Revealing brand name at the onset of a message leads to a higher recall


Examples:


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Comparative Advertising


A Two-sided message

Claims superiority on an overall basis or selected product

attributes

Consumer Type Advertised

Product

Comparison

Product

Prevention

focused

Positive Negative

Promotion-

focused

Positive No effect

Pitfalls:

- Mislead Consumers

- Legal Disputes (counteract-reasonable factual evidence)

Negative Assist recall of competitors brand

Positive Effective, believable ads exerts positive effect on

brand image, purchase intention and actual purchases


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Fear Appeals


Unfamiliar IssueStrong graphic

Threat

Increases perceivedseverity and

probability ofoccurrence

Influence people toadopt

recommendedbehavior

Negative relationship between intensity of fear appeals and

their ability to persuade Strong Fear appeals may cause cognitive dissonance

Commonly used in antidrug campaign

Effective if both social consequences and physical damages

are portrayed

Ads that arouse fear by images that provoke revulsion:

1. Adding disgust enhance message persuasion and

compliance

2. Might backfire-too revolting


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Guidelines:

1. Understand the target audience-fully converted, age group, subcultures, unsuccessful to change

2. Cautious of Boomerang effect-anger, resentment and defiance3. Changing behavior is a long and complex behavior-repeat ads (caution: reduce credibility)

4. Avoid arousing too much anxiety-may cause rejection or avoidance

5. Consider alternatives to fear appeals-Eg. Reward-focused appeal, humor, happiness


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Humorous Appeals

Increases Acceptance

and Persuasiveness

Attracts Attention Enhances Liking


Fraiche Frites


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Sexual Appeals


Provoking Attention Attracts Extroverts Stopping Power


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Timeliness Appeals


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August 24, 2014 Group 4 | Consumer Behavior Presentation

Persuading Consumers- Consumer Behavior

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