INHOUDSOPGAVE
Week 2 ..................................................................................................................................................................................... 2
2.1 Recap: What is attention? ......................................................................................................................................................... 2
2.2 Voluntary and involuntary attention ......................................................................................................................................... 3
2.3 Increasing processing fluency .................................................................................................................................................... 6
Week 3 ..................................................................................................................................................................................... 8
3.1: Recap on attitudes and attitude functions ............................................................................................................................... 8
3.2 Persuasion: a dual system approach ......................................................................................................................................... 9
3.3 Cognitive persuasion................................................................................................................................................................ 12
3.4 Resistance to persuasion ......................................................................................................................................................... 14
Week 4 ................................................................................................................................................................................... 16
4.1: Recap affect ............................................................................................................................................................................ 16
4.2 Affective persuasion ................................................................................................................................................................ 19
4.3 Affect regulation ...................................................................................................................................................................... 23
Week 5 ................................................................................................................................................................................... 24
5.1 Influence and behavioural economics...................................................................................................................................... 24
5.2 Four heuristics from Behavioural Economics ........................................................................................................................... 25
5.3 Confirmation Bias & Status Quo Heuristic ............................................................................................................................... 27
Week 6 ................................................................................................................................................................................... 29
6.1 Social networks (Who to target) .............................................................................................................................................. 29
6.2 Why people rely on others ....................................................................................................................................................... 30
6.3 Why people share information ................................................................................................................................................ 33
6.4 Endorsers (Celebrities vs. Influencers) ..................................................................................................................................... 35
Week 7 ................................................................................................................................................................................... 38
7.1 Advertising in a changing media landscape ............................................................................................................................ 38
7.2 Advertising repetition .............................................................................................................................................................. 42
7.3 Context effects ......................................................................................................................................................................... 43
1
, SUMMARY MARKETING COMMUNICATION
WEEK 2
2.1 RECAP: WHAT IS ATTENTION?
Attention is… levels of processing/involvement
Attention is
• Limited à people only have a limited pool of resources available and cannot consciously experience all the events and
information that is available in a certain point of time
• Selective à people just selectively attend to the most important and the most salient pieces of information in an
environment
• Voluntary or involuntary à a random red flashing star on the screen gives involuntary attention
• A precondition for further processing
pre-attention focal attention comprehension elaboration
More attention = more cognitive capacity = more comprehension = more elaboration
stimulus
Lecture 2:
attention Breaking through the
advertising clutter
memory comprehension
organized
knowledge inferences, decisions, Attention is the first and necessary step for any communication to
and judgments take place or any effect in communication to take place; an
advertisement, a banner, or any communication message needs
behavioural intention attention before consumer can further process it and make
decisions and judgements about it.
behaviour
Levels of processing/involvement: (Greenwald and Leavitt, 1984)
• Pre-attention: little or no capacity required (automatic processing)
• Focal attention/voluntary attention : little capacity required
• Comprehension: modest levels of capacity required
• Elaboration: substantial levels of capacity required
Levels of
PRE-ATTENTION FOCAL ATTENTION COMPREHENSION ELABORATION audience
M
involvement
E
S
Channel selection,
S Sensory buffering Information
perceptual and
and feature syntactic analysis conceptual analysis processing
A semantic
analysis stages
G processing
E
Parallel analysis of al Use of perceptual Use of syntactic Linking of propositional Use of existing
modalities for familiarity knowledge to produce knowledge to construct code for current input
stored
and significance word and object category propositional to existing systems of knowledge
(screening) representations representations conceptual knowledge
2
,2.2 VOLUNTARY AND INVOLUNTARY ATTENTION
The focus on attention
Attention makes sure that people will further elaborate, that they will further judge and hopefully behave in accordance to what
we communicate to them
Increasing involuntary attention
• Various communication cues can increase an automatic orienting response
o Salient (surprising), original and novel stimuli (saliency)
o Centrally located stimuli (horizontal centrality)
o Stimuli presented first (primacy)
o Pictures (picture superiority)
• Oftentimes unconscious and unintended
• “Attractors”
• Associated with bottom-up processing à driven by what we see and what we hear rather than what we know
Saliency
• Salient stimuli:
o Perceptually prominent (size, colour, contrast)
o Novel, unexpected, and original stimuli
o Stimuli related to life and death
• These stimuli:
o Stick out and are hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation
Perceptual prominence and saliency: Novelty: preventing boredom
Life and death (such as sexual and threatening stimuli)
3
, Arousal explains the relationship between saliency, focal attention, and elaboration
• Yerkes-Dodson law:
Horizontal centrality Primacy Picture superiority
Stimuli in the center receives more attention Consumers are more attentive to items Pictorial information receives more
(and are more likely to be chosen) that are presented first in a list information than textual information
To what elements do consumers pay most attention?
• Brand?
• Pictorial?
• Text?
Pieters and Wedel (2004): Attention capture and transfer in advertising: Brand, pictorial, and text-size effects
Analysis of 1363 print ads with eye tracking technology:
• Pictures: attract attention, regardless of size
• Text: the bigger the text, the more attention
• Brand: the bigger the brand name, the more attention
Increasing voluntary attention
Voluntary attention: oftentimes conscious and intended
Increasing voluntary attention: these stimuli are called magnitizers
• How to increase voluntary attention?
o Increase self-relevance
§ Personal interest avoids inattentional blindness
§ Self-referencing
§ Proximity
§ …
o Curiosity
§ Unfinished ads
§ Mysterious ads
§ …
• Oftentimes conscious and intended
• “Magnitizers” à They attract attention and assure that exrtra resources are freed up to process because the information
is important to us
• Associated with top-down processing à start with what we know to interpret what we see
4
Week 2 ..................................................................................................................................................................................... 2
2.1 Recap: What is attention? ......................................................................................................................................................... 2
2.2 Voluntary and involuntary attention ......................................................................................................................................... 3
2.3 Increasing processing fluency .................................................................................................................................................... 6
Week 3 ..................................................................................................................................................................................... 8
3.1: Recap on attitudes and attitude functions ............................................................................................................................... 8
3.2 Persuasion: a dual system approach ......................................................................................................................................... 9
3.3 Cognitive persuasion................................................................................................................................................................ 12
3.4 Resistance to persuasion ......................................................................................................................................................... 14
Week 4 ................................................................................................................................................................................... 16
4.1: Recap affect ............................................................................................................................................................................ 16
4.2 Affective persuasion ................................................................................................................................................................ 19
4.3 Affect regulation ...................................................................................................................................................................... 23
Week 5 ................................................................................................................................................................................... 24
5.1 Influence and behavioural economics...................................................................................................................................... 24
5.2 Four heuristics from Behavioural Economics ........................................................................................................................... 25
5.3 Confirmation Bias & Status Quo Heuristic ............................................................................................................................... 27
Week 6 ................................................................................................................................................................................... 29
6.1 Social networks (Who to target) .............................................................................................................................................. 29
6.2 Why people rely on others ....................................................................................................................................................... 30
6.3 Why people share information ................................................................................................................................................ 33
6.4 Endorsers (Celebrities vs. Influencers) ..................................................................................................................................... 35
Week 7 ................................................................................................................................................................................... 38
7.1 Advertising in a changing media landscape ............................................................................................................................ 38
7.2 Advertising repetition .............................................................................................................................................................. 42
7.3 Context effects ......................................................................................................................................................................... 43
1
, SUMMARY MARKETING COMMUNICATION
WEEK 2
2.1 RECAP: WHAT IS ATTENTION?
Attention is… levels of processing/involvement
Attention is
• Limited à people only have a limited pool of resources available and cannot consciously experience all the events and
information that is available in a certain point of time
• Selective à people just selectively attend to the most important and the most salient pieces of information in an
environment
• Voluntary or involuntary à a random red flashing star on the screen gives involuntary attention
• A precondition for further processing
pre-attention focal attention comprehension elaboration
More attention = more cognitive capacity = more comprehension = more elaboration
stimulus
Lecture 2:
attention Breaking through the
advertising clutter
memory comprehension
organized
knowledge inferences, decisions, Attention is the first and necessary step for any communication to
and judgments take place or any effect in communication to take place; an
advertisement, a banner, or any communication message needs
behavioural intention attention before consumer can further process it and make
decisions and judgements about it.
behaviour
Levels of processing/involvement: (Greenwald and Leavitt, 1984)
• Pre-attention: little or no capacity required (automatic processing)
• Focal attention/voluntary attention : little capacity required
• Comprehension: modest levels of capacity required
• Elaboration: substantial levels of capacity required
Levels of
PRE-ATTENTION FOCAL ATTENTION COMPREHENSION ELABORATION audience
M
involvement
E
S
Channel selection,
S Sensory buffering Information
perceptual and
and feature syntactic analysis conceptual analysis processing
A semantic
analysis stages
G processing
E
Parallel analysis of al Use of perceptual Use of syntactic Linking of propositional Use of existing
modalities for familiarity knowledge to produce knowledge to construct code for current input
stored
and significance word and object category propositional to existing systems of knowledge
(screening) representations representations conceptual knowledge
2
,2.2 VOLUNTARY AND INVOLUNTARY ATTENTION
The focus on attention
Attention makes sure that people will further elaborate, that they will further judge and hopefully behave in accordance to what
we communicate to them
Increasing involuntary attention
• Various communication cues can increase an automatic orienting response
o Salient (surprising), original and novel stimuli (saliency)
o Centrally located stimuli (horizontal centrality)
o Stimuli presented first (primacy)
o Pictures (picture superiority)
• Oftentimes unconscious and unintended
• “Attractors”
• Associated with bottom-up processing à driven by what we see and what we hear rather than what we know
Saliency
• Salient stimuli:
o Perceptually prominent (size, colour, contrast)
o Novel, unexpected, and original stimuli
o Stimuli related to life and death
• These stimuli:
o Stick out and are hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation
Perceptual prominence and saliency: Novelty: preventing boredom
Life and death (such as sexual and threatening stimuli)
3
, Arousal explains the relationship between saliency, focal attention, and elaboration
• Yerkes-Dodson law:
Horizontal centrality Primacy Picture superiority
Stimuli in the center receives more attention Consumers are more attentive to items Pictorial information receives more
(and are more likely to be chosen) that are presented first in a list information than textual information
To what elements do consumers pay most attention?
• Brand?
• Pictorial?
• Text?
Pieters and Wedel (2004): Attention capture and transfer in advertising: Brand, pictorial, and text-size effects
Analysis of 1363 print ads with eye tracking technology:
• Pictures: attract attention, regardless of size
• Text: the bigger the text, the more attention
• Brand: the bigger the brand name, the more attention
Increasing voluntary attention
Voluntary attention: oftentimes conscious and intended
Increasing voluntary attention: these stimuli are called magnitizers
• How to increase voluntary attention?
o Increase self-relevance
§ Personal interest avoids inattentional blindness
§ Self-referencing
§ Proximity
§ …
o Curiosity
§ Unfinished ads
§ Mysterious ads
§ …
• Oftentimes conscious and intended
• “Magnitizers” à They attract attention and assure that exrtra resources are freed up to process because the information
is important to us
• Associated with top-down processing à start with what we know to interpret what we see
4
