Chapter 6

Source,
Message,
and
Channel
Factors
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written consent of McGraw-Hill Education.

Figure 6.1 - The Persuasion Matrix

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written consent of McGraw-Hill Education.

Decisions Evaluated with the Persuasion Matrix

Receiver/
comprehensio
n

Can the
receiver
comprehend
the ad?

Channel/

Message/

Source/

presentation

yielding

attention

Which media
will increase
presentation?

What type of
message will
create
favorable
attitudes or
feelings?

Who will be
effective in
getting
consumers
attention?

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written consent of McGraw-Hill Education.

Source
Person involved in communicating a marketing
message
Direct source - Delivers a message and/or endorses
a product or service
Indirect source - Draws attention to and enhances
the appearance of an ad

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written consent of McGraw-Hill Education.

Figure 6.2 - Source Attributes and Receiver

Processing Modes

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written consent of McGraw-Hill Education.

Source Credibility
Knowledge
Knowledge

Source
Source

Skill
Skill
Expertise
Expertise
Trustworthy
Trustworthy

Information
Information

Unbiased
Unbiased
Objective
Objective

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written consent of McGraw-Hill Education.

Source Attractiveness

Similarity
Similarity

Familiarity
Familiarity

Likeability
Likeability

Resemblance
Resemblance
between
between the
the
source
source and
and
recipient
recipient of
of the
the
message
message

Knowledge
Knowledge of
of the
the
source
source through
through
repeated
repeated or
or
prolonged
prolonged
exposure
exposure

Affection
Affection for
for the
the
source
source resulting
resulting
from
from physical
physical
appearance,
appearance,
behavior,
behavior, or
or other
other
personal
personal traits
traits

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written consent of McGraw-Hill Education.

Choosing a Celebrity Endorser

Match
Match w/audience
w/audience

Trust
Trust

Match
Match w/product
w/product

Risk
Risk

Factors
Image
Image

Familiarity
Familiarity

Cost/ROI
Cost/ROI

Likability
Likability

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written consent of McGraw-Hill Education.

Risks of Using Celebrities

The
The celebrity
celebrity may
may overshadow
overshadow
the
the product
product being
being endorsed
endorsed

The
The celebrity
celebrity may
may be
be overexposed,
overexposed,
reducing
reducing his
his or
or her
her credibility
credibility

The
The target
target audience
audience may
may not
not be
be
receptive
receptive to
to celebrity
celebrity endorsers
endorsers

The
The celebritys
celebritys behavior
behavior may
may pose
pose
aa risk
risk to
to the
the company
company
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written consent of McGraw-Hill Education.

Figure 6.3 - Meaning Movement and

the Endorsement Process

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written consent of McGraw-Hill Education.

10

Source Power

Perceived
Perceived control
control

Source
Source Power
Power

Perceived
Perceived concern
concern

Perceived
Perceived scrutiny
scrutiny

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written consent of McGraw-Hill Education.

Message Factors
Message
structure

Message
appeals

Comparative advertising
Fear appeals
Humor appeals

Order of presentation
Conclusion drawing
Message sidedness
Refutation
Verbal versus visual messages

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written consent of McGraw-Hill Education.

12

Recall

Recall and Presentation Order

Beginning

Middle

End

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written consent of McGraw-Hill Education.

Message Appeal Options

Comparative
Comparative
Ads
Ads

May
May be
be especially
especially
useful
useful for
for new
new
brands
brands

Often
Often used
used for
for

brands
brands with
with small
small
market
market share
share

Frequently
Frequently use
use in
in
political
political
advertising
advertising

Fear
Fear
Appeals
Appeals

May
May stress
stress

physical
physical danger
danger or
or
threats
threats to
to health
health

May
May identify
identify social
social
threats:
threats:
disapproval
disapproval or
or
rejection
rejection

May
May backfire
backfire ifif the
the

Humor
Humor
Appeals
Appeals

They
They can
can attract
attract

and
and hold
hold attention
attention

They
They are
are often
often the
the
best
best remembered
remembered

They
They put
put the
the

consumer
consumer in
in aa
positive
positive mood
mood

level
level of
of threat
threat isis
too
too high
high

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written consent of McGraw-Hill Education.

Figure 6.5 - Relationship between Fear

Levels and Message Acceptance

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written consent of McGraw-Hill Education.

15

Humor Appeals Advantages and

Disadvantages
Advantages

Disadvantages

Aid with awareness

and attention
Aid name and simple
copy registration
Aid retention
Aid persuasion to
switch brands
Create a positive
mood that enhances
persuasion

Harm recall and

comprehension
Harm complex copy
registration
Do not aid persuasion
in general
Do not aid source
credibility
Not very effective in
bringing about sales

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16

Channel Factors
Personal versus nonpersonal channels - Information
received from personal channels is more persuasive
than that received from the mass media
Effects of alternative mass media
Differences in information processing
Self-paced - Readers process the ad at their own rate and
study it as long as they desire
Externally paced - Transmission rate is controlled by the
medium
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17

Self versus External Paced Media

Self-Paced
Self-Paced
Media
Media

Externally
Externally Paced
Paced
Media
Media

Newspapers
Newspapers

Radio
Radio

Magazines
Magazines

Television
Television

Direct
Direct Mail
Mail

vs.
vs.

Internet
Internet

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written consent of McGraw-Hill Education.