Consumer Behavior Presentation

Chapter 7: Persuading Consumers

FMCG: Food Products
Basic Communication Model
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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 marketing, Contrast
effect and digital technologies to monitor consumers visits and interests
Designing Persuasive messages
A message is the thought, idea, attitude, image, or other information that the sender wishes to convey to the
intended audience.
Can be verbal(spoken or written), non verbal(a photograph, an illustration or a symbol) or a combination of both.

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 practices,
reducing post purchase dissonance, creating goodwill or a favorable image or any combination of these

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Decisions to be taken by a marketer:
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 messages
One Sided:
Stress only on the positive factors of their product and pretend as if the competition
does not exist
If the audience is friendly( already uses that product) or it is a respected brand
Less chances of hearing any opposing argument
Two sided:
Acknowledges competing products, Honestly claims about the performance of the brand
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

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Examples
:
Comparative Advertising
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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
Fear Appeals
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Unfamiliar Issue
Strong graphic
Threat
Increases perceived
severity and
probability of
occurrence
Influence people to
adopt
recommended
behavior
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 defiance
3. 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
Humorous Appeals
Increases Acceptance
and Persuasiveness
Attracts Attention Enhances Liking
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Fraiche Frites Milkshake
Sexual Appeals
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Provoking Attention Attracts Extroverts Stopping Power
Timeliness Appeals
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On-the-fly ad by 360i

During Super Bowl XLVII
lights went out for 38
minutes

It took just 10 minutes from
the time the lights went out
in the Superdome
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