1 --> Van den Putte, B., & Dhondt, G. (2005). Developing Successful Communication Strategies: A Test of an Integrated Framework for Effective Communication Journal of Applied Social Psychology, 35(11), .
2 --> Van den Putte, B, Verlegh, P., Wennekers, A., Welten, S., Mollen, S, & Fransen, M....
Media en Beïnvloeding
Cursus behandelt strategieën op het terrein van media en beïnvloeding om mensen te bereiken en te
raken. Aan de hand van recent wetenschappelijk onderzoek brengen we brengen deze strategieën in
kaart en theoretiseren we over de verwerking en de effecten.
Week 1 – Introductie Media & Beïnvloeding// Veranderingsmodellen
Van den Putt e, B., & Dhondt, G. (2005). Developing Successful Communicati on
Strategies: A Test of an Integrated Framework for Eff ecti ve Communicati on Journal of
Applied Social Psychology, 35(11), 2399-2420.
Little research on the process of deciding what strategy can be used best in a particular situation.
Scientific proof of the effectiveness of persuasive messages based on models is largely absent. In this
study, knowledge from advertising studies and social psychology is combined in an integrated
framework for effective communication. Prove that, by making use of this framework, we can predict
which advertising strategy is the most effective.
In studies of advertising practice, various strategies used by advertisers were identified and
several typologies were developed.
A vital question is the appropriateness of the choice of strategy in particular situations. Some
general guidelines have been given, but specific recommendations are scarce. Answer to
this question seems to be the missing link in more effective persuasive communication.
Strategic advertising decisions often seem to be taken intuitively.
IFEC model by Van den Putte (2002) stipulates that behavioural determinant models (such
as TRA and TPB) are very suitable for solving the problem of the choice of advertising
strategy. Numerous studies have been published that show that these models successfully
predict and explain behaviour. However, scientific research that has applied these theories in
order to influence behaviour is largely absent.
An Integrated Framework for Effective Communication
IFEC model is based on a combination of the typology of advertising strategies of Franzen
(1999) and social psychological models that specify behavioural determinants. The complete
IFEC model consists of nine communication strategies, but for reasons of brevity is reduced
here to five strategies. Each strategy has specific characteristics, is directed at a particular
behavioural determinant, and has corresponding objectives.
1. Persuasion strategy – can be used by advertisers who would like to communicate the
instrumental advantages of their band.
Product demonstrations, user testimonials, and product comparisons.
2. Emotions strategy – can be found in all advertising typologies. Suitable for advertisers
who would like to stress the emotional consequences of brand use. Strongly visual.
3. Social strategy – can be used to advertise brands in product categories that are
visible in social settings. By using the brand, people communicate something of
themselves to others. Very visual.
4. Relationship strategy – connects the brand with goals or values, but not in the context
of social consequences. Brand is seen as having a specific personality or identity that
strives for a relationship with the consumer in virtue of their matching personalities.
5. Self-efficacy strategy – suitable for brands that allow the consumer to behave in a
manner that they would normally consider difficult. Shows how brands can make life
easier. Unique to the IFEC model.
,The unique contribution of the IFEC model is that it connects these strategies explicitly to a
specific model of behavioural determinants (extended version of TPB). TPB: behavioural
intention is the direct determinant of behaviour; intention is determined by attitude, social
norm, and perceived behavioural control.
For persuasive communication, the importance of behavioural determinant models is that
they stress that behaviour can be changed by influencing the specific beliefs of the
behavioural determinant that is related most strongly to the target behaviour.
Four-Phase Plan to Develop an Effective Persuasive Communication
1 Elicitation phase: interview qualitatively a small number of respondents who are part of
the target group in order to find the most salient beliefs for all behavioural determinants of the
specific behaviour that is of interest.
2 Model measurement phase: interview quantitatively a larger group of respondents. Aim
is to find which behavioural determinants are most strongly related to the behavioural
intention.
3 Message development phase: develop persuasive message that is targeted at the most
influential determinant(s), specifically the beliefs that influence this determinant.
4 Testing phase: test effectiveness of message on a new sample.
a – Compare message that has been developed in phase 3 with messages that are assumed
to be less successful.
b – Show that differences between strategies can be ascribed to the effect of the messages
on the beliefs that are targeted.
c – Different effects on intention or behaviour might not be a result only of differences in the
communication strategy, but also of differences in the attitude toward the message.
Previous Studies on Persuasive Communication
Most did not apply the guidelines of the four-phase plan.
Only studies that include a control group who receive an alternative intervention can be used
to test the usefulness of theory-based interventions. Six of these studies reported results for
behavioural intention, but only one showed that the theory-based intervention has more
effect on intention than did the alternative intervention.
With regard to behaviour, theory-based messages were more successful.
Convincing evidence that behavioural determinant models can be used to design more
effective persuasive communication is extremely scarce. Study designed to fill this gap.
Study concentrates on buying behaviour with regard to a fast-moving consumer product.
Study choice behaviour with regard to buying a brand of chocolate. Behavioural determinants
that are relevant:
, Cognition – instrumental advantages
Social norm – social beliefs
Personal norm – personal normative beliefs
Affect – affective consequences
Study 1 : Phase 1 – Elicitation of Relevant Beliefs
Target group 15 undergraduate students questioned about their salient beliefs with regard to
chocolate-buying behaviour.
Study 2 : Phase 2 – Measurement of the Behavioural Determinants Model
312 undergraduate students reported which brand of chocolate they usually purchased. Four
most popular brands selected. 4 weeks after, 107 (103 respondents) students got another
questionnaire.
Affective beliefs most strongly influenced
behavioural intention to buy chocolate bars.
Negative instrumental beliefs had sig but smaller
effect on intention for 2/4 brands. Persuasive
message that targets affective beliefs would be
more successful in influencing behaviour or
behavioural intention than would messages that
aim at other belief dimensions. Difference between
large intention group and small intention group with
respect to social beliefs. Aiming a persuasive
communication at the affective dimension is the wiser choice.
Study 3 : Phase 3 – Development of Persuasive Messages
Four print ads aimed at the most relevant beliefs found in previous phases. All ads promoted
same brand (Callebaut). Ads differed in both visual and verbal content. (1) Persuasion
strategy – targets instrumental beliefs with regard to buying and eating bars of chocolate. (2)
Social strategy – targets social beliefs. (3) Relationship strategy – directed at moral norms,
values, and personal identity. (4) Emotions strategy – concentrates on influencing the
affective beliefs.
10 other ads, in addition to 4, for validation. Intended
strategy was assigned correctly between 75-100%.
Study 4 : Phase 4 – Testing the Effectiveness of the
Persuasive Messages
Same items in questionnaire as Phase 2. Used
standard measurement method with semantic
differentials instead of direct ranking order. 284
students assigned randomly to one of the four
experimental conditions.
(1) Respondents reported how professional they
considered the ads to be; professionalism is an
important criterion. Social ad was less professional.
(2) Attitude toward ad measured, 3-factor solution
found.
Examine whether ads successfully influence the
beliefs they targeted: respondents who saw the
persuasion ad were less prone to believe that buying
and eating Callebaut makes you fat. Emotions
strategy, respondents thought significantly more often
that buying Callebaut was an indulgence, a personal
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