态度态度态度行为行为行为.ppt

OBJECTIVE: It is important to understand Several factors influence a message source’s effectiveness Regardless of how a message is received, common sense tells us that the same words uttered or written by different people can have very different effects. Under most conditions, the source of a message can have a big impact on the likelihood the message will be accepted. Two very important source characteristics are credibility and attractiveness. Source credibility refers to a source’s perceived expertise, objectivity, or trust- worthiness. A credible source can be particularly persuasive when the consumer has not yet learned much about a product or formed an opinion of it. Source attractiveness refers to the source’s perceived social value. This quality can emanate from the person’s physical appearance, personality, social status, or similarity to the receiver (we like to listen to people who are like us). A halo effect often occurs when persons of high rank on one dimension are assumed to excel on others as well. OBJECTIVE: It is important to understand that the way a marketer structures his or her message determines how persuasive it will be Characteristics of the message itself help determine its impact on attitudes. These variables include how we say the message as well as what we say. Depending on the marketer’s objectives and the nature of the product, different kinds of messages product different results. When creating a message, marketers must address these questions: Should she convey the message in words or pictures? How often should she repeat the message? Should it draw a conclusion or should this be left up to the listener? Should it present both sides of an argument? Should it explicitly compare the product to competitors? Should it include a blatant sexual appeal? Should it arouse negative emotions such as fear? How concrete or vivid should the arguments and imagery be? Should it be funny? Two-factor theory explains the fine line bet