This chapter discusses factors that influence the effectiveness of marketing communications and attitude change. It covers principles of persuasion like reciprocity, scarcity, authority, consistency, and liking. When crafting messages, marketers must consider the source, message, and medium. Source credibility and attractiveness impact persuasiveness. Celebrities are often used as sources due to their cultural meanings. The message should be tailored based on factors like vividness and repetition. Interactive communications allow for feedback between marketers and consumers.
The Halo Effect - Understanding the correlation between consumer and employer...Rebecca Feldman
LinkedIn's research, in partnership with Media Science, has strengthened our understanding of the intricate relationship between your consumer and employer brands. Our research also explores the impact of exposure to content about your company on brand perception.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
The Halo Effect - Understanding the correlation between consumer and employer...Rebecca Feldman
LinkedIn's research, in partnership with Media Science, has strengthened our understanding of the intricate relationship between your consumer and employer brands. Our research also explores the impact of exposure to content about your company on brand perception.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Assignment # 3 – Advertisement Analysis Below, find your A.docxjane3dyson92312
Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an advertisement that falls into the
description in that category, and analyze the ad from a psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as
best you can. Again, copy and paste your responses into the blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually my preference) or write it out
in paragraph format. Just make sure to give a thorough response!
Categories:
Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (biological, safety and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based
on the premise that you should buy or do something because many others do so (social
suggestion) or some well-known person makes a recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more
subtle techniques, including the use of attractive people in the advertisement, images of
positive social situations associated with a product, or incorporating "buzzwords" or buzz
phrases such as "natural" for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree
that _____" or "experts suggest ____?" Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc.
Which Influencer Marketing Strategy Results in More Customers?dlvr.it
How to Craft an Influencer Marketing Program. There are two distinct Influencer Marketing Strategies. Learn which is right for you and how to apply it.
View original post at: http://blog.dlvr.it/2014/10/influencer-marketing/
This presentation was given by Monica Karam, Partner and Social Business Strategist at social4ce Beirut during the DGTL#U Conference on September 20th 2012.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Influencer marketing has become the go-to option for brands lately. Even today if the power of word-of-mouth style marketing is famous, the influencer marketing type has an impact.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Assignment # 3 – Advertisement Analysis Below, find your A.docxjane3dyson92312
Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an advertisement that falls into the
description in that category, and analyze the ad from a psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as
best you can. Again, copy and paste your responses into the blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually my preference) or write it out
in paragraph format. Just make sure to give a thorough response!
Categories:
Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (biological, safety and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based
on the premise that you should buy or do something because many others do so (social
suggestion) or some well-known person makes a recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more
subtle techniques, including the use of attractive people in the advertisement, images of
positive social situations associated with a product, or incorporating "buzzwords" or buzz
phrases such as "natural" for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree
that _____" or "experts suggest ____?" Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc.
Which Influencer Marketing Strategy Results in More Customers?dlvr.it
How to Craft an Influencer Marketing Program. There are two distinct Influencer Marketing Strategies. Learn which is right for you and how to apply it.
View original post at: http://blog.dlvr.it/2014/10/influencer-marketing/
This presentation was given by Monica Karam, Partner and Social Business Strategist at social4ce Beirut during the DGTL#U Conference on September 20th 2012.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Influencer marketing has become the go-to option for brands lately. Even today if the power of word-of-mouth style marketing is famous, the influencer marketing type has an impact.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
3. .
This chapter will review some of the factors that help
to determine the effectiveness of marketing
communications, specifically help to determine how
and if attitudes will be created or modified.
4. Persuasion
•This refers to an active attempt to change
attitudes. Persuasion is of course the central
goal of many marketing communications.
5. basic psychological principles of
persuasion
• Reciprocity: People are more likely to give if they receive.
That’s why including money in a mail survey questionnaire
increases the response rate by an average of 65 percent over
surveys that come in an empty envelope.
6. .
● Scarcity: Items become more attractive when they are less
available. That helps to explain why we tend to value ‘limited
edition’ items.
● Authority: We’ll talk more about the importance of who delivers
the message. We tend to believe an authoritative source much
more readily.
7. .
● Consistency: People try not to contradict themselves in terms of
what they say and do about an issue.
● Liking: We tend to agree with those we like or admire. In one
study good-looking fund-raisers raised almost twice as much as other
volunteers who were not as attractive.
8. Consensus: We often take into account what others are doing before
we decide what to do. We’ll talk more about the power of conformity
in Chapter 10. This desire to fit in with what others are doing
influences our actions.
9. Decisions, decisions: tactical
communications options
• Suppose a car company wants to create an advertising campaign for a new
soft-top model targeted at young drivers. As it plans this campaign, it
must develop a message that will create desire for the car by potential
customers. To craft persuasive messages that might persuade someone to
buy this car instead of the many others available, w must answer several
questions:
10. .
● Who will be shown driving the car in an ad?
● How should the message be constructed?
● What media should be used to transmit the message?
● What characteristics of the target market might influence the ad’s
acceptance?
12. .
•Communication Model- specifies that a number of elements
are necessary for communications to be achieved.
SOURCE
• must choose and encode the message. The meaning must be
put into the message.
13. .
MEDIUM
• message must be transmitted via medium, which could be a television, radio, magazines, hoardings,
personal contact, website or even a matchbook cover.
RECEIVERS
• one or more receivers will interpret the message in the light of their experiences.
FEEDBACK
• must be receive by the source, which uses reactions of receivers to modify the aspects of the message.
LAUNCH
• uses the web to collect such information from its subscribers.
15. .
PERMISSION MARKETING
-is based on the idea that a marketer will be much more successful trying to
persuade consumers who have agreed to let him or her try – consumers who ‘opt
out’ of listening to the message probably weren’t good prospects in the first place.
USES AND GRATIFICATIONS
- the uses and gratifications approach emphasizes that media compete with other
sources to satisfy needs, and that these needs include diversion and entertainment
as well as information.
16. AN INTERACTIONIST PERSPECTIVE ON
COMMUNICATIONS
• The interactionist perspective on communication does not describe human communication as
‘mechanistically’ as does the classic communications model. Briefly, interactionism relies on three
basic premises about communication, which focus on the meaning objects, ideas and actions:
1. Human beings act towards objects on the basis of the meanings that objects have for them.
2. The meaning of objects is derived from the social interaction that they provide.
3. These meanings are processed and modified through an interpretive process which a person uses
in dealing with the object encountered.
18. Level of interactive responses
First-order response
- direct marketing vehicles such as catalogues and television infomercials are interactive – if successful, they
result in an order, which is most a response.
Second-order response
- a marketing communication does not have to result in an immediate purchase to be an important
component of interactive marketing. Messages can prompt useful responses from customers, even though
these recipients do not necessarily place an order immediately after being exposed to the communication
Customer feedback in response to a marketing message that is not in the form of a transaction is a second-
order response.
20. Two important source characteristics
1. Source credibility
refers to a source’s perceived expertise, objectivity or trustworthiness.
This characteristic relates to consumers’ beliefs that a communicator is
competent, and is willing to provide the necessary information to
evaluate competing products adequately.
21. The sleeper effect
people appear to ‘forget’ about the negative source and end up changing their attitudes anyway
dissociative cue hypothesis
proposed that over time the message and the source become disassociated in the consumer’s mind. The
message remains on its own in memory, causing the delayed attitude change.
availability-valence hypothesis
which emphasizes the selectivity of memory owing to limited capacity
22. .
Building credibility
Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed.
Source biases
A consumer’s beliefs about a product’s attributes can be weakened if the source is perceived to be the victim of bias in
presenting information
Knowledge bias
implies that a source’s knowledge about a topic is not accurate.
Reporting bias
occurs when a source has the required knowledge, but his or her willingness to convey it accurately is compromised – as, for
instance, when an expert endorses a product
23. Hype vs. buzz: the corporate paradox
corporate paradox
the more involved a company appears to be in the dissemination of news about its
products, the less credible it becomes.
buzz
is word-of-mouth that is viewed as authentic and generated by customers.
hype
is dismissed as inauthentic – corporate propaganda planted by a company with an axe to
grind.
24. 2. Source attractiveness
refers to the source’s perceived social value. This quality can
emanate from the person’s physical appearance, personality,
social status, or his or her similarity to the receiver (we like to
listen to people who are like us).
25. Star power: celebrities as
communications sources
The use of celebrity endorsers is an expensive but commonly used strategy
Celebrities increase awareness of a firm’s advertising and enhance both company image and brand attitudes
star power works because celebrities represent cultural meanings – they symbolize important categories such as status and
social class, gender, age, and personality types.
Famous people can be effective because they are credible, attractive, or both, depending on the reasons for their fame.
The effectiveness of celebrities as communications sources often depends upon their perceived credibility.
In spite of this ‘credibility gap’, there are some celebrities who endorse so many products that they can be seen as ‘serial
advertisers’
26. ‘What is beautiful is good’
Our society places a very high premium on physical attractiveness, and we
tend to assume that people who are good-looking are cleverer, more
fashionable and so on.
a halo effect
which occurs when persons who rank high on one dimension are assumed
to excel on others as well.
27. Non-human endorsers
marketers seek alternatives, including cartoon characters and mascots.
An avatar is the manifestation of a Hindu deity in superhuman or animal
form.
From an advertising perspective they are likely to be more cost-effective
than hiring a real person.
28. Countries as product endorsers?
A shirt with the sound-alike name Ralph Loren or Lacoste may be made in the
Maldives or Sri Lanka, but consumers believe that the fashion designing and
quality controls will be consistent with their image of the brand name.
Honda has even shipped cars produced in the USA back to Japan, as a statement
of their belief in the quality of the ‘American-made’ Hondas!
30. Table 6.2 Positive and negative effects of
elements in television commercials
Positive effects
• Showing convenience of use
• Showing new product or improved features
• Casting background (i.e. people are incidental to message)
• Indirect comparison to other products
• Demonstration of the product in use
• Demonstration of tangible results (e.g. bouncy hair)
• An actor playing the role of an ordinary person
• No principal character (i.e. more time is devoted to the product)
Negative effects
• Extensive information on components,
ingredients or nutrition
• Outdoor setting (message gets lost)
• Large number of on-screen characters
• Graphic displays
31. Some of the issues facing marketers
include the following:
● Should the message be conveyed in words or pictures?
● How often should the message be repeated?
● Should a conclusion be drawn, or should this be left up to the listener?
● Should both sides of an argument be presented?
● Is it effective to make an explicit comparison with competitors’ products?
● Should blatant sexual appeal be used?
● Should negative emotions, such as fear, ever be aroused?
● How concrete or vivid should the arguments and imagery be?
● Should the ad be funny?
32. Sending the message
Vividness
Pictures and words may both differ in vividness. Two studies recently showed ‘that
stylistic properties of ad pictures can communicate descriptive concepts that affect
perceptions.
33. Repetition
repeating product information has been shown to boost consumers’ awareness of the brand, even
though nothing new has been said.
too much repetition creates habituation, whereby the consumer no longer pays attention to the
stimulus because of fatigue or boredom.
Excessive exposure can cause advertising wear-out, which can result in negative reactions to an ad after
seeing it too much.
34. The two-factor theory
explains the fine line between familiarity and boredom by
proposing that two separate psychological processes are operating
when a person is repeatedly exposed to an ad.
The positive side of repetition is that it increases familiarity.
35. Constructing the argument
supportive arguments
Most messages merely present one or more positive attributes about the product or
reasons to buy it
Two-sided message
where both positive and negative information is presented.
refutational arguments
where a negative issue is raised and then dismissed
36. Types of message appeals
1. Emotional appeal
is to establish a connection between the product and the consumer, a
strategy known as bonding.
have the potential to increase the chance that the message will be
perceived, they may be more likely to be retained in memory and they can
also increase the consumer’s involvement with the product.
38. .
2.Rational Appeal
marketing professionals use to persuade people to buy a product, pay for
a service, donate to a cause, or otherwise be persuaded.
persuades audiences to purchase something or act on something by
appealing to their sense of reason or logic.
40. 3. The Sex Appeal
The Sex Appeal lures audiences by appealing to their sexual desires and fantasies. Advertisers
use this approach because it is an easy and proven method for attracting attention quickly,
especially from men.
41. 4. Humorous appeals
it persuades people to like a company, brand, product, service, or idea by
making them laugh and feel good.
42. 5. Fear appeals
highlight the negative consequences that can occur unless the consumer changes a
behavior or an attitude.
The arousal of fear is a common tactic for social policy issues, such as encouraging
consumers to change to a healthier lifestyle by stopping smoking, using contraception,
taking more exercise, eating a more balanced diet, drinking without driving (by relying
on a designated driver in order to reduce physical risk to themselves or others).
44. The message as artform: metaphors
be with you
an allegory
a story told about an abstract trait or concept that has been personified as a person, animal
or vegetable.
45. A metaphor
involves placing two dissimilar objects into a close relationship, ‘A is B’, whereas a
simile compares two objects, ‘A is like B’.
46. Resonance
It is a form of presentation that combines a play on words with a
relevant picture.
47. Forms of story presentation
A lecture
is like a speech where the source speaks directly to the audience in an attempt to inform them about a
product or persuade them to buy it. Because a lecture clearly implies an attempt at persuasion, the
audience will regard it as such.
Dramas
attempt to be experiential – to involve the audience emotionally.
transformational advertising
the consumer associates the experience of product usage with some subjective sensation
49. The elaboration likelihood model
elaboration likelihood model (ELM)
assumes that once a consumer receives a
message he or she begins to process it.
50. two routes of persuasion
The central route to persuasion
When the consumer finds the information in a persuasive
message to be relevant or somehow interesting, he or she will
carefully attend to the message content
52. The peripheral route to persuasion
the peripheral route is taken when the person is not motivated to think deeply about the
arguments presented.
the consumer is likely to use other cues in deciding on the suitability of the message.
peripheral cues
Sources of information extraneous to the actual message content.
53. Three independent variables crucial
to the ELM model were manipulated.
1. Message-processing involvement:
Some subjects were motivated to be highly involved with the ads.
2. Argument strength
One version of the ad used strong, compelling arguments to drink Break.
3 Source characteristics
Both ads contained a photo of a couple drinking the beer, but their relative social attractiveness was varied by their dress,
their posture and nonverbal expressions, and the background information given about their educational achievements and
occupations.