文档介绍：Session 3:PERSUASIVE FACTORS
Source and Message Factors
1
The Persuasion Matrix
Independent variables: ponents
Source
Message
Channel
Receiver
Destination
4
3
2
1
Message
presentation
Attention
Comprehension
Yielding
Retention
Behavior
Dependent
Variables:
Steps in
being persuaded
2001/10/12
2
ponents
1. prehension
Can the prehend the ad?
2. Channel/presentation
Which media will increase presentation?
3. Message/yielding
What type of message will create favorable attitudes?
4. Source/attention
Who will be effective in getting consumers’ attention?
2001/10/12
3
Source Attributes andReceiver Processing Modes
Source attribute
Process
Internalization
Credibility
Identification
Attractiveness
Power
Compliance
2001/10/12
4
Source Credibility
The extend to which the source is seen as having:
Knowledge
Skill
Expertise
And the information is seen to be:
Trustworthy
Unbiased
Objective
2001/10/12
5
Source Attractiveness
Similarity
Resemblance between the source and recipient of the message
Familiarity
Knowledge of the source through repeated or prolonged exposure
Likability
Affection for the source resulting from physical appearance, behavior, or other personal traits
2001/10/12
6
Source Power
Source administers rewards and punishments to the receiver
Source is more frequently used in personal selling.
2001/10/12
7
The Use of Celebrities
Endorsements
The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product.
Testimonials
The celebrity, usually an expert with experience with the product, attests to its value and worth.
Placements
The brand is "placed" in a movie or TV show where it's seen by the audience and used or associated with the characters.
2001/10/12
8
The Use of Celebrities
Dramatizations
Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods.
Representatives
The celebrity agrees to e a sp