Samenvatting
Summary MSc Marketing Management/Analytics: Marketing Communication (webclips)
- Instelling
- Tilburg University (UVT)
A document with all the web clips for the course Marketing Communication, given in February/March 2021.
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Marketing CommunicationWeb clips
Index
Webclip 2.1: Recap on Attention .....................................................................................................................3
Webclip 2.2: Increasing voluntary and involuntary attention ..........................................................................4
Webclip 2.3: Increasing processing fluency......................................................................................................9
Questions module 2 ......................................................................................................................................11
Answers questions module 2 ........................................................................................................................11
Webclip 3.1: Recap on Attitudes and Attitude Functions ...............................................................................12
Webclip 3.2: Persuasion: a dual system approach .........................................................................................14
Webclip 3.3: Cognitive persuasion ................................................................................................................21
Webclip 3.4: Resistance to persuasion ..........................................................................................................23
Questions module 3 ......................................................................................................................................27
Answers questions module 3 ........................................................................................................................28
Webclip 4.1: Recap Affect .............................................................................................................................29
Webclip 4.2: Affective persuasion .................................................................................................................35
Webclip 4.3: Affect regulation .......................................................................................................................42
Questions model 4 ........................................................................................................................................43
Answers questions model 4 ..........................................................................................................................43
Webclip 5.1: Influence and Behavioral Economics .........................................................................................44
Webclip 5.2: Four Heuristics from Behavioral Economics ..............................................................................46
Webclip 5.3: Confirmation Bias & Status Quo Heuristics................................................................................51
Questions module 5 ......................................................................................................................................54
Answers questions module 5 ........................................................................................................................54
Webclip 6.1: Social Networks (who to target)................................................................................................55
Webclip 6.2: Why people rely on others ........................................................................................................57
Webclip 6.3: Why people share information .................................................................................................62
Webclip 6.4: Endorses (celebrities vs influencers) .........................................................................................64
,Questions module 6 ......................................................................................................................................68
Answers questions module 6 ........................................................................................................................68
Webclip 7.1: Advertising in a Changing Media Landscape ..............................................................................69
Webclip 7.2: Advertising Repetition ..............................................................................................................73
Webclip 7.3: Context effects .........................................................................................................................75
Questions module 7 ......................................................................................................................................80
Answers questions module 7 ........................................................................................................................80
MARKETING COMMUNICATION 2
,Webclip 2.1: Recap on Attention
Attention
Four key characteristics
1. Limited
People only have a limited pull of resources available. Cannot consciously experience all events
and information that is available at a certain point in time
2. Selective
As a consequence, people just selective attend to the most important and salient pieces of
information in the environment.
3. Voluntary or involuntary
People voluntary allocate attention to things that are important to them. Salient or surprising
things, such as an unexpected red star flashes on the screen, automatically and unintentionally
draws intention.
4. A precondition for further processing
Attention is a precondition for further processing. That is only after attention is allocated to a
stimulus, sufficient resources are freed up to process further information.
More attention means more cognitive capacity, which increases the likelihood that people will
comprehend and elaborate on the message.
The context of this course attention is the first and necessary step for communication to take place. An
advertisement, banner, any communication message needs attention before consumers can further
process it and make decisions and judgements about it.
Levels of processing/involvement
1. Pre-attention
Little or no capacity required (automatic processing). Often occurs unintentionally (salient),
requires little or no capacity. You can say that it is unconscious and automatic processed.
2. Focal attention
Little capacity required. When a stimulus turns out important, more attention is allocated. We call
this focal or voluntary attention. When people pay focal attention, very little capacity is required to
process.
3. Comprehension
Modest levels of capacity required. When people try to comprehend on the message, they will
allocate more cognitive resources, more processing resources are freed up to try to comprehend
the message.
MARKETING COMMUNICATION 3
, 4. Elaboration
Substantial levels of capacity required. When people try to elaborate on the message, they will
allocate more cognitive resources, more processing resources are freed up to try to elaborate the
message.
In this flow chart, you can see how the levels of intention also called audience involvement, correspond
with the levels of information processing.
In the pre attention, when the information from a message comes in. Information processing is largely
automatic, the features of a message come in via our senses and automatic visual and auditive
information processing takes place. Later on, when focal attention is allocated to a message, people
zoom in to the information and try to make sense on what they see and hear, and so on. When we see
the logo of apple, we become aware that it is a picture of an Apple. We relate the logo to perceptual
knowledge, to things that we know. In the comprehension we give meaning, we say ‘this is the logo of
the brand Apple’. We relate a logo to our syntactic knowledge. Finally, in the elaboration we come to a
conceptual analysis and start to formulate propositions based on what we know of Apple, e.g., Apple
computers are fast and expensive.
Webclip 2.2: Increasing voluntary and involuntary attention
Some stimuli attract attention unintentionally and involuntary. Robert Sheldini, who we know from
weapons of influences, calls these stimuli attracters. Attraction involuntary attention can be considered
to be an automatic process. Stimuli can also attract attention on a voluntary bases, this is the case when
the stimuli are more personally relevant, these stimuli are called magnifiers. They increase/magnify
cognitive resources that are allocated to the stimuli in question. This is most of the time and intentional
process.
Attention makes sure that people will further elaborate, judge and hopefully behave in accordance of
what we communicate to them.
MARKETING COMMUNICATION 4
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