Marketing and Persuasive
Week 1
Lecture 1:
Persuasive Communication
A sender's attempt to change a receiver's beliefs, attitudes and behavior.
More precise definition later
Persuasive communication & Marcom
Persuasive communication is
broader than marketing communication
foundation of most marketing communication
Marketing communication
Persuasive communication, but also:
Attention/ awareness (memory effects)
Consumer choice behavior (e.g., biases)
Branding
Targeting strategy
Media influence (e.g., online vs. offline)
Etc.
MPC classes: subjects
e.g.,
Which elements determine a commercial's effectiveness?
Can we influence people outside of their awareness?
When you need evidence and arguments in persuasion?
How do people persuade themselves?
Is there such a thing as a charismatic leader?
What do we have in common with Pavlov's dog?
Persuasion: application areas
Corporate sphere, e.g..
Marcom, but also
Sales/ negotiations
Motivating/ leadership
Online campaigns/ influencers
Public sphere, e.g...
, Health com
Politics, societal debates
Individual sphere, e.g.,
Relations
Education/ family life
Learning goals (1)
Knowledge about theories and research on persuasive communication
what works, what doesn't
how/ why does it work?
how do we know?
Skills to systematically analyze persuasive messages and predict their effects
Learning goals (2)
Being able to analyze persuasive effects of:
Sender characteristics
Message characteristics
Receiver characteristics
Context characteristics
...and their interactions!
Practical use
So...?
You will be able to predict whether a message ,s effective
You will know whether and how someone is trying to persuade you or others
You will be able to persuade other more effectively
Learning goals (3)
Being able to conduct scientific research on persuasive effects
Designing an experiment
Measuring responses
Testing effects
Or at least: throughly understanding how researchers study persuasion effects
Persuasive communication: scientific approach
Why do we need it??
People often do not understand their own beliefs, attitudes and behavioral
motives...
...let alone those of others..!
We need objective evidence to understand why people change their behavior
, How do we get this evidence?
Q1:
Are good- looking people seen as more or less intelligent as less good-looking
people?
How do you found out?
Just ask?.. (e.g., in a street survey)?
"Do you think that good-looking people are generally smarter than unattractive
people, or do you think is the other way around?" (="self report")
A1:
Good looking people are seen as more intelligent, nicer, more outgoing
Effect: more positive responses, credibility, reliability
Effect: more persuasive!
Effect: better (paid) jobs, nicer partners...
Effect good vs. bad-looking
(perceptions!)
This is why we run experiments!
We can manipulate the independent variable
-E.g., good vs. less good looking
We can measure its effects on the dependent variable(s)
Eg., perceived intelligence
Street survey:
, Probably no relations attractiveness intelligence:
People no not admit that they think there is relationship (political
correctness/ social desirability)
People are not aware that they perceived a relationship
Q2:
What is more effective in a TV-commercial: good arguments are nice images?
Q3:
What is more effective in a TV-commercial: good argument or nice images?
A: arguments
B: images
C: it depends on the person
D: it depends on the product
Q4:
Can it be effective to "flash" secret messages for a few milliseconds during a
TV-commercial?
A: no
B: yes
C: only if the message appeals to receivers
D: only if the messages is displayed long enough to be read.
Q5:
What would be a good time to show a super-cute puppy in a TV-commercial?
A: right before showing the band
B: right after showing the brand
C: it depends on the product
D: any time
Q6:
Which TV-commercial is remembered best?
A: the first of a commercial break
B: the last of a commercial break
C: the middle one
D: The first and last one
Q7:
Which TV-commercial is remembered best?
A: the first of a commercial break
B: the last of a commercial break
C: the middle one
Week 1
Lecture 1:
Persuasive Communication
A sender's attempt to change a receiver's beliefs, attitudes and behavior.
More precise definition later
Persuasive communication & Marcom
Persuasive communication is
broader than marketing communication
foundation of most marketing communication
Marketing communication
Persuasive communication, but also:
Attention/ awareness (memory effects)
Consumer choice behavior (e.g., biases)
Branding
Targeting strategy
Media influence (e.g., online vs. offline)
Etc.
MPC classes: subjects
e.g.,
Which elements determine a commercial's effectiveness?
Can we influence people outside of their awareness?
When you need evidence and arguments in persuasion?
How do people persuade themselves?
Is there such a thing as a charismatic leader?
What do we have in common with Pavlov's dog?
Persuasion: application areas
Corporate sphere, e.g..
Marcom, but also
Sales/ negotiations
Motivating/ leadership
Online campaigns/ influencers
Public sphere, e.g...
, Health com
Politics, societal debates
Individual sphere, e.g.,
Relations
Education/ family life
Learning goals (1)
Knowledge about theories and research on persuasive communication
what works, what doesn't
how/ why does it work?
how do we know?
Skills to systematically analyze persuasive messages and predict their effects
Learning goals (2)
Being able to analyze persuasive effects of:
Sender characteristics
Message characteristics
Receiver characteristics
Context characteristics
...and their interactions!
Practical use
So...?
You will be able to predict whether a message ,s effective
You will know whether and how someone is trying to persuade you or others
You will be able to persuade other more effectively
Learning goals (3)
Being able to conduct scientific research on persuasive effects
Designing an experiment
Measuring responses
Testing effects
Or at least: throughly understanding how researchers study persuasion effects
Persuasive communication: scientific approach
Why do we need it??
People often do not understand their own beliefs, attitudes and behavioral
motives...
...let alone those of others..!
We need objective evidence to understand why people change their behavior
, How do we get this evidence?
Q1:
Are good- looking people seen as more or less intelligent as less good-looking
people?
How do you found out?
Just ask?.. (e.g., in a street survey)?
"Do you think that good-looking people are generally smarter than unattractive
people, or do you think is the other way around?" (="self report")
A1:
Good looking people are seen as more intelligent, nicer, more outgoing
Effect: more positive responses, credibility, reliability
Effect: more persuasive!
Effect: better (paid) jobs, nicer partners...
Effect good vs. bad-looking
(perceptions!)
This is why we run experiments!
We can manipulate the independent variable
-E.g., good vs. less good looking
We can measure its effects on the dependent variable(s)
Eg., perceived intelligence
Street survey:
, Probably no relations attractiveness intelligence:
People no not admit that they think there is relationship (political
correctness/ social desirability)
People are not aware that they perceived a relationship
Q2:
What is more effective in a TV-commercial: good arguments are nice images?
Q3:
What is more effective in a TV-commercial: good argument or nice images?
A: arguments
B: images
C: it depends on the person
D: it depends on the product
Q4:
Can it be effective to "flash" secret messages for a few milliseconds during a
TV-commercial?
A: no
B: yes
C: only if the message appeals to receivers
D: only if the messages is displayed long enough to be read.
Q5:
What would be a good time to show a super-cute puppy in a TV-commercial?
A: right before showing the band
B: right after showing the brand
C: it depends on the product
D: any time
Q6:
Which TV-commercial is remembered best?
A: the first of a commercial break
B: the last of a commercial break
C: the middle one
D: The first and last one
Q7:
Which TV-commercial is remembered best?
A: the first of a commercial break
B: the last of a commercial break
C: the middle one
