Source Attributes and

Receiver Processing Modes

Source attribute Process

Power Compliance

Attractiveness Identification

Credibility Internalization
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
 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
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.
 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 become a spokesperson for
the brand through multiple media over an extended
time period.
• Identification
– The celebrity, usually in partnership with a
producer, introduces his or her own brand using the
celebrity name as the brand name.
 Meaning Movement and
the Endorsement Process

Objects
Persons Celebrity Celebrity Product Product Consumer
Context
Role 1

Role 2

Role 3
Stage 1 Stage 2 Stage 3
Message Recall and Presentation
Recall
Order

Beginning Middle End

 Drawing Message Conclusions
Conclusion: Explicit Open
Understand easy hard
Communication easy hard
TM Education lower higher
Involvement low high
Personal/Ego low high
Complexity high low
Action Goals immediate long-term (repeat
exposure)
 Message Attributes
• Sidedness
– One-sided vs. Two-sided
• Refutation
– Special type of two-sided message
– Present both sides, then refute the opposing view
• Visual vs. Verbal Messages
– Visual more important when verbal has low imagery
value
– Can use contradicting verbal & visual messages to
increase recall and information processing
 Message Appeals
• Refutational Appeal
• Comparative Advertising
– Useful for new brands or brands with small market share
– Named Competition/Unnamed Competition/Self-Referent
• Fear Appeals
• Humor Appeals
• Sex Appeals
• Emotional Appeals
 Fear Appeals and Message
Acceptance
Facilitating effects
Acceptance

Resultant
nonmonotonic curve

Level of fear
Rejection

Inhibiting effects
 Use of Humor
• Aids attention and awareness
– May harm recall and comprehension
– May aid name and simple copy registration
– May harm complex copy registration
– May aid retention
• Does not aid persuasion in general
– May aid persuasion to switch brands
– Creates positive mood, enhancing persuasion
• Does not aid source credibility
• Is not effective in bringing about action,
sales
 Use of Humor
FAVORABLE TOWARD UNFAVORABLE TOWARD
HUMOR HUMOR
• Creative personnel • Research directors
• Radio and television • Direct mail, newspapers
• Consumer non-durables • Corporate advertising
• Business services • Industrial products
• Products related to the • Goods or services of a sensitive
humorous ploy nature
• Audiences that are: • Audiences that are:
– Younger – Older
– Better educated – Less educated
– Up-scale – Down-scale
– Male – Female
– Professional – Semi- or Unskilled
 Channel Factors
• Personal – generally more persuasive,
flexible and personalized, thus more
powerful
• Nonpersonal – unfocused, non-flexible
message, little customer contact
• Clutter: time devoted to commercials,
length of commercials