Resistance Adapted from J. Scott Armstrong Updated October 2014 Resistance 34 1.

Resistance

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Learning Diary

The lectures follow an experiential learning experience. To make this work properly:1.Obtain a learning diary (paper). A 10 x 13 bound diary is suggested.2.Keep it up to date.3.Take the learning diary with you to all class sessions.4.For self-learners, use the diary to track your learning progress for all of your learning activities.

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Objectives of this session

To understand and apply these principles and techniques (not to convince you). Ask for clarification as needed.

Set a goal for yourself on how many principles and techniques you plan to use by the end of this session. Even a goal of one will help you. Put this in your learning diary now.

Note: We will discuss only some of the slides. When you go through the lecture on your own, view it in “Slide Show” and follow the experiential procedures.

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Procedure

Focus on understanding.

Record questions in your learning diary that will help you to apply the techniques or principles, then, after you decide which ones you want to apply, try to answer these from the readings. If not clear, ask others for help.

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Resistance to messages

Males exposed to warnings about alcohol reported higher drinking intentions than those not exposed to warnings.

When warnings about violent programs were provided by the U.S. Surgeon General, subjects were more likely to watch violent programs (Bushman & Stack 1996).

(See Persuasive Advertising, p.105 for evidence)

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Why do people resist changes in attitudes and behavior?

1. Status quo: People come to their beliefs in what they believe to be a rational manner. New arguments imply that they are not rational. People want to defend their current beliefs and behavior.

“If people don’t want to go to the picture, nobody can stop them." Samuel Goldwyn, movie producer, 1940s

2. Logic: People differ in their use of “economic rationality.”

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Dead Sea Scrolls ExperimentResearchers meeting with a church youth group explained (falsely) that

scrolls had been found near the Dead Sea. Scientific tests showed them to be authentic correspondence among the apostles after Jesus Christ had been crucified. This revealed that Christ was not God.

The members of the youth group were told that the New York Times, under pressure from the World Council of Churches, was withholding the story. The group was told that the reactions of people were being studied to see what would happen if and when the New  York  Times released the story.

What do you think happened to the beliefs of those who initially believed that Christ was God, and who also believed that the evidence was authentic? Did their belief that Christ was God a. ____decrease, orb. ____increase?Explain in your learning diary.

Increased due to cognitive dissonance (paper)7Adprin.com

Prior beliefs

"A man with a conviction is a hard man to change. Tell him you disagree and he turns away. Show him facts or figures and he questions your sources. Appeal to logic and he fails to see your point. We have all experienced the futility of trying to change a strong conviction, especially if the convinced person has some investment in his belief. We are familiar with the variety of ingenious defenses with which people protect their convictions, managing to keep them unscathed through the most devastating attacks.”

Leon Festinger 1956

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Logic (Economic rationality)

“Imagine that you are watching a bad movie for which you have paid $5. If the movie had been free, you probably would leave. What would an economist recommend that you do?” The four possible responses ranged from:

1) ___ “Stay, although the movie is bad, because you have already spent $5 on it. Otherwise, you are wasting your money,” to

4) ___ “Leave because the movie is bad and the $5 does not matter now.”

#4, which recognizes the sunk-cost fallacy, is the rational response.

(See Persuasive Advertising, p.105 for evidence)

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People differ on economic rationality

Many people do not use economic rationality(Larrick , Nisbett & Morgan 1993) (paper)

Use of economic rationality is correlated with IQ. It is also more common among males and younger subjects.

One’s use of rationality depends also on the topic.

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To address resistance to change, consider the issue of global warming for this session.

Assume that your agency was hired to convince the undecided that global warming (GW) is not a threat. Apply principles to deal with resistance to change.

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The French Connection

In the 1971 movie, The French Connection, detective Popeye Doyle questioned a suspect. When the suspect said that he was from Poughkeepsie, Popeye said, “Do they pick their toes in Poughkeepsie?”Was there any purpose to that?

The detective threw odd questions to “mess with their minds.”

Implications for advertising?(See Persuasive Advertising, p.106 for evidence)

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Dove lotion

“Skin Fact No. 21: The smoke from burning giraffe skin is used to treat nosebleeds among some tribes in Africa. These tribes always travel with a spare giraffe and a box of matches, in case they bump into a tree. (Not really: I made the last bit up.)”

[It then had a picture of Dove lotion and closed with]:

“(Dove is all you need to know about skincare.)”

(See Persuasive Advertising, p.106 for evidence)

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Good ad? Explain in your learning diary:

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Evidence: Received wisdom; typical practice.

“If you can’t dazzle them with brilliance, baffle them with nonsense.”

salesman's adage

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For low-involvement products that have neither advantages nor disadvantages, consider using distraction (5.1.1)

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Exercise on attention

Passing the ball (1:42)

Application to advertising?

By directing people’s attention to a certain point in an ad, other information is often overlooked.

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Another exercise on attention

Movie Perception Test (2:09) Watch and answer the questions in the video in your learning diary.

What is the application to advertising? Write your answer in your learning diary.

By directing people’s attention to a certain point in an ad, other information is often overlooked.

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Distraction

Distraction is a popular adverting principle. When well used it can be powerful, as illustrated by the research.

This principle is also vital for magicians. But as with magicians, this principle requires skill and practice, as described in “A Pickpocket’s Tale” by Adam Green” (article)

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Abolish fraternities A 12-minute film showed a college professor arguing that

fraternities encouraged cheating, dishonesty, social snobbishness, and racial discrimination -- as a result, they should be abolished.

A second film used the same soundtrack superimposed on an entertaining film about a different topic. Which film do you think was more effective in changing the attitudes of fraternity members ___ the straight film? Or ___ the one with distraction?Explain in your learning diary.

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The one with distraction because it reduced counter-arguing

(Festinger & Maccoby 1964). But attempts at replication often failed. Why?

Need to get across message prior to distraction (Osterhouse & Brock) (See Persuasive Advertising, p.107 for evidence)

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For high-involvement products that offer clear benefits to consumers, use distraction only if the message will be understood. (5.1.2)

Hayek vs. Keynes Rap (7:33) – Complies

Hayek vs. Keynes Rap: Round 2 (10:10) - Complies

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Panhandlers

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What is the best strategy for a panhandler, to ask for ___ “a quarter or loose change” or ___ either “17 cents” or “37 cents”? Write your reasoning in your learning diary.

The strange requests led 60% more people to give than typical requests. Overall, it increased total revenues by 18%. (Santos, Leve & Pratkanis 1994) (paper)

Why did this work?

Distracts from thinking about objections.

When is this relevant?Low-involvement products (See Persuasive Advertising, p.108 for evidence) Adprin.com

When customers

might refuse

traditional appeals,

surprise them with an

unusual approach

(5.1.3)

Volkswagen’s “Lemon”By Bernbach

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A bargain in other terms

Which ad will sell more? Predict in your learning diary.____ a) “For a package of 8 note cards, the price is $3. It’s a bargain.” or ____ b) “For a package of 8 note cards, the price is 300 pennies. That’s $3. It’s a bargain.” Will they differ much?Why?

For low-involvement goods that are for immediate sale, consider disruption then reframing of an offer. (5.1.4)

Evidence: Laboratory studies and field experiments in European stores. (Kardes et al 2007) (paper)

(See Persuasive Advertising, p.108 for evidence) 22

35%

70%

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Another parking ticket???An ad was either tucked under a windshield wiper - making it look like a parking ticket - or taped to a door handle - looking like an ad. After they had a chance to read the ad, the 200 subjects were asked if they would complete an unrelated questionnaire. Which ad had the highest compliance? Predict in your learning diary.___ a) ad that looked like a parking ticket?

___ b) ad that looked like an ad? Was there much of a difference? Explain.Source: Dolinski &Nawrat 1998 (paper) (See Persuasive Advertising, p.110 for evidence)

Create an unrelated problem, then

remove it (5.1.5)23

62%

37%

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Perspectives

Monk 1: “I asked the Abbott if I could smoke while I prayed, and he said no.” 

Monk 2 replied: “That's odd. I asked him if I could pray while I smoked, and he said yes.”

Perspectives is defined here as ways to present an offer.

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Nearly all ads consider perspectives

Analysis of over 2,800 ads from 14 popular U.S. magazines (e.g., TIME) found that 92% of them used framing.

(1) attribute framing only, e.g., “fat-free milk” (52%); (2) goal framing only, e.g., “lose weight” (8%); and (3) both goal and attribute framing (40%).

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Perspectives for the Nutri-Grain campaign

In 1996, Kellogg proposed to introduce Nutri-Grain as a healthy alternative to candy snacks. Their ad agency proposed a different perspective. What would you propose? Write your answer in your learning diary. Then click.

“Breakfast on the go.”

They wanted to avoid associations with unhealthy snack foods while reminding people that it was unhealthy to skip breakfast. This campaign won an IPA Advertising Effectiveness Award for demonstrated effectiveness.

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Present an offer from a new perspective (5.2.1)

A 1964 Volkswagen print ad by Bill Bernbach said: “A new Volkswagen costs $1,595. But that isn’t as cheap as it sounds. Pound for pound, a VW costs more than practically any car you can name.”

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Present an offer from a new perspective: Evidence (5.2.1.)

Analysis of almost 500 thirty-second TV commercials by Ipsos ASI found that ads above the median for ratings of “makes you think about the brand in a new way” had

4% higher recall and 21% higher persuasion scores

than those commercials below the median.

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Would you prefer to have control over your investments or would you prefer that the government make investment decisions for you? Write your answers and reasoning in your learning diary.___ Self ___ Government

Should the government change the social security program?___ No ___ Yes

Focus on benefits or features rather than choices (5.2.2)Based on received wisdom. It needs to be tested.

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How to persuade people to change their choice

Would you prefer to have control over your investments or would you prefer that the government make investment decisions for you? Write your answers and reasoning in your learning diary.___ Self ___ Government

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How to persuade people to change their choice

• Would you prefer to have control over your investments or would you prefer that the government make investment decisions for you? Write your answers and reasoning in your learning diary.___ Self ___ Government

• Should the government change the social security program?___ No ___ Yes

• Focus on benefits or features rather than choices (5.2.2)Based on received wisdom. It needs to be tested.

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How to frame the benefit

___Avoid a loss or ___Accentuate the positive?

No difference overall on prospect theory vs. positive framing See O’Keefe & Jensen (2007), a meta-analysis with 42 experimental comparisons.

Conclusion: Ignore advice from prospect theory with respect to persuasion

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When someone has an opposing viewpoint, for example, a smoker, how do you try to change their mind?

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Tell stories or give them facts?Use stories. They . . .1. Convey powerful emotional images, which aids recall.

2. Lead people to process the information about the example, rather than the argument.

3. Do not directly attack the target market’s beliefs; this disrupts counter-arguing.See experimental study by Slater & Rouner (1996) (paper) (See Persuasive Advertising, p.113 for evidence)

When the target market has an opposing viewpoint, consider using a story. (5.3.1) Adprin.com

Subway story

Jared Fogle’s incredible story of losing 245 pounds on Subway sandwiches, diet, and exercise, was featured in Subway advertisements.

It was powerful and easy to remember. People thought about the example, andit was a true story, so it avoided counter-

arguing.

It led to a successful campaign.

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Use stories for global warming alarm?

Used successfully by the alarmists (e.g., polar bears). This option not open to skeptics.1.A story that all will be fine does does not provide a powerful image. Few people would pay attention.*2.Furthermore, the skeptics would not be addressing the alarmists.

*in 1896, Swedish Nobel Prize winner, Svante Arrhenius, forecasted that CO2 was increasing and would cause warming -- and that this would be beneficial to mankind. It attracted little interest.

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Men’s suits case

Suppose that you were selling men’s suits. Your advertising agency proposes two possibilities for print advertising, each with the same price:A. Clip this coupon and we will give you $100 off any

suit in the store.

B. Bring in your old suit and we will give you $100 for it when you purchase any suit in the store.

– Which would you chose: ___A? or ___B? – Why? Write your answer in your learning diary.

Most people chose B because of the sunk cost fallacy or “waste.” (See Persuasive Advertising, p.114 for evidence)

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Offer credit for currently owned products (5.4.1.)

For experimental evidence, see Arkes & Ayton 1999. Additional research summarized on p. 114 of Persuasive Advertising.

Can you think of any examples? Write them in your learning diary.

Apple has used this principle in their advertising.

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5.4.1 Offer credit for currently owned products - IKEA Goodwill Event - complies

Note: The above ad was run in April 2003. Adprin.com

Advertising ways for busy people to commit to spend time

Assume that you are advertising a three-day conference to people who are very busy. How could an advertiser increase the likelihood that people will attend?

Seek early commitment for time-consuming activities. (5.4.2) People think about the benefits for the distant future and the constraints in the short term.

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American Cancer charity drive

Assume that you are trying to raise money for a charity in a direct mail campaign. Which approach would produce the most donations and why? (write your answer in your learning diary): asking for

A. “$5 or $10 or $25” or B. “$50 or $100 or $250”?

Option A brought in 2.5 times as much. Why? Weyant & Smith (2006) (paper)

Consider making small requests (5.4.3)

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More evidence on small requests

1. Would you help by giving a donation?2. Would you help by giving a donation? Even a

penny would help.

Version 2 doubled the donations by overcoming objections. Cialdini & Schroeder 1976 (paper)

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Will customers believe in us?

Fogg (2003) reported on a survey of users of websites. What was the most important in a list of 30 possible factors that lead to high credibility?

“The site represents an organization that you respect.”

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Make the brand name prominent (5.5.1)

Repeat brand name (“Bose” was repeated ten times in the print ad “Why pay $349?”)

Different font - the standard for the brand; also size and emphasis.

Placement (primacy & recency)

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Make the brand name prominent: Evidence (5.5.1)

Quasi-experimental data from WAPB showed that recall for ads with more prominently displayed brand names was 1.4 times higher. (pages 117-8 of PA summarize the evidence.)

Analysis of over 1,500 thirty-second TV commercials found that when the brand name was repeated orally three or more times,

recall was 11% higher and persuasion was 10% higher

than for ads that relied only on visual display of the brand name.

(See Persuasive Advertising, p.118 for additional evidence) Adprin.com

Make brand name prominent if positive (5.5.1)

“The priceless ingredient of every product is the honor and integrity of its makers.”

“In 1954, when Printer’s Ink surveyed its readers for the greatest ads of all time, this was one of two runners-up.”

5.5.1 - Make the brand/company name prominent if it conveys a good image – Jaffa - Complies

Seeing a brand name can be like seeing an old friend.

-Discussed in Persuasive Advertising, p. 116

“Tide” vs. “P&G’s Tide”

Double-branding? Predict in your learning diary what kind of effect it had and why.___ small effect? ___ large effect?

Check your answer against the one in PA pg. 118.

Include brand and company names (5.5.2)

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Remember Betty Crocker?Does it help to personalize a brand? Write your answer in your learning diary.__ a) No__ b) Yes__ c) Do not know

Analyses of over 1,500 thirty-second TV commercials tested by Ipsos ASI found that 10% used a character to represent the brand. In these:

• recall was 25% higher and • persuasion was 8% higher.

Personalize the brand (5.5.3) (See Persuasive Advertising, p.119 for additional evidence)

5.5.3 – Personalize the brand

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When should you use mystery ads?

Consider: A politician who is not in your party provides a strong argument for a policy you favor. How would you respond?

Experiment by Fazio, et al. (1992) presented 21 TV commercials for high-involvement products to 228 subjects.

four unknown brand and five established brands.

Brand recall was higher for each of the unknown brands when the brands were mentioned only at the end of the ads.

(See Persuasive Advertising, p.117 for additional evidence)

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Consider mystery ads only when the brand or organization does not enhance the claim

Makes sense, but not much evidence to date.

In our WAPB analysis of quasi-experimental data on print ads, recall for mystery ads was only 70% as high as for early brand ID. Often violated.

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What is being

advertised?

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Comment: The mystery version was a clear violation of principles (long copy; omitting the name of a respected brand).

Use a spokesperson who is similar to the target relevant to the product (5.6.1)

Supported by laboratory experiments.

This common sense principle is supported by two field experiments and by non-experimental data (PA pp. 120-121).

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Is this spokesperson similar to the UK taxpayer?

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An extreme example: What is the principle?

Headline for an ad: “I has a dream.”Tagline: “Speak out against Ebonics.”Spokesperson is?Atlanta’s Black Professionals

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5.6.1 – Use a spokesperson who is similar to the customer on relevant traits – “I has a dream” – Supports

Note: Customers are more likely to imagine themselves as users of a product and thus be persuaded if the spokesperson is similar to them. The above 1991 ad is an example using a sensitive issue where the message was from a source that was similar to the target market.

“Brought to you by Atlanta’s Black Professionals.”

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Do looks matter?31 subjects were presented with pictures of candidates for the

forthcoming U.S. Senate race in 2004. Based on one-second exposures, subjects rated how competent the candidates looked. In what % of the races did the most competent-looking candidate win? Write your answer in your learning diary.– a) less than 40– b) 40-50– c) 51-60– d) more than 60

69%See Todorov et al (2005) (paper) Similar results were obtained for

the 2004 U.S. House of Representatives elections, as well as for the 2000 and 2002 U.S. House and Senate elections. (See Persuasive Advertising, p.121 for additional evidence)

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Selling the president

Why not pick the right political candidate to sell to the public?

In summer 2007, measures of facial competency of the 2008 U.S. presidential candidates were obtained from people who did not recognize them (e.g., school children in NZ). (Armstrong et al 2010) (paper)

In sharp contrast with polls at the time, the ratings of competency provided a perfect match with the candidates that had the highest popular vote.

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Use a spokesperson whose appearance is consistent with the objectives, product, and target market (5.6.2)

How can you do this? Can the audience judge honesty, warmth, agreeableness, and trustworthiness by people’s appearance?

People do make these judgments.

And here is some validity to them but very small.

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“… a little rebellion now and then is a good thing, and as necessary in the political worlds as storms are in the physical world.” Vladimir Lenin

___ Agree? ___ Disagree? Write your answer in your learning diary and say why.

Actually, it was Thomas Jefferson.

The Massachusetts Department of Health used Janet Sackman for an anti-smoking ad. In 1959 at age 17 she was the Lucky Strike Girl. Because of her job, she began to smoke. Thirty-four years later, her voice box had been removed due to cancer.

Use a trustworthy and credible spokesperson. (5.6.3)

(See Persuasive Advertising, p.122-123 for evidence) Adprin.com

“Personal beauty is a greater recommendation than any letter of reference.” Aristotle, 350 BC

Was Aristotle correct? Write your reasoning in your learning diary.

___ No___ Yes

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Only under some conditions. Under what conditions should the spokesperson be beautiful?

Use a physically attractive spokesperson for products that enhance beauty (5.6.4)

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Evidence

An analysis of 53 journal articles and 23 dissertations obtained substantial support that beauty aids persuasion in areas related to “social competence,” somewhat for “intellectual competence,” and not at all for “integrity and concern for other.” (Eagly et al. 1991)

(See Persuasive Advertising, p.123 for additional evidence)

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Forewarning

“I am going to tell you about a deal that you can’t refuse!” Is this a good way to advertise? Write your answer in your learning diary. ___ No ___ Yes

For high–involvement goods, warnings generated resistance,

especially if there was a delay.

Forewarn about persuasion attempts for low-involvement goods (5.7.1)Meta-analysis by Wood & Quinn (2003) with 46 studies

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Help-wanted ad

“Men wanted for hazardous journey. Small wages, bitter cold, long months of darkness, constant danger, safe return doubtful. Honor and recognition in case of success.”

Good ad? ____ No ___ Yes Write your reasoning in your learning diary.

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Two-sided argumentsAre two-sided ads effective? (Aristotle said yes.) Write your answer in your learning diary.__ Yes __ No__ Yes, but only under the following conditions:

107 studies compared one-sided with two-sided arguments (O’Keefe 1998)

•When negative argument was refuted, the two-sided argument was more persuasive than the one-sided.

•When the negative argument was not refuted, the one-sided argument was more persuasive.

Use two-sided arguments that refute strong opposing arguments. (5.8.1)

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Application of two-sided argument to Global Warming Alarm

GW advocates have relied on one-sided arguments, which was effective when it was a low-involvement topic and when they could shut off debate.

Now that it is high-involvement and the Internet, radio and TV have been providing debate, the skeptics can use the 2-sided approach, while GW advocates cannot.

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5.8.1 – Use two-sided arguments that refute strong opposing arguments – VW Homely? Supports

“At first you think it is the homeliest thing you ever saw. But pretty soon you get to love her shape. And after awhile, no other car looks right.”

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Should you put the good news first or last in an ad?

A meta-analysis found 31 tests. (O’Keefe 1999)

Having the good news first is better than last, but it’s best to have them interwoven.

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Direct vs. indirect conclusions

When should you use direct conclusions?Indirect: “Now that you know the difference, decide for

yourself which disposable razor you should buy.” Direct: “Now that you know the difference, shave with Edge,

the disposable razor that is best for you.”

If resistance is not expected, use direct conclusions. (5.9.1)

If resistance is expected, use indirect conclusions for high-involvement products when the arguments are strong and obvious. (5.9.2) (See Persuasive Advertising, p. 128 for evidence)

“Too much zeal offends when indirection works." Euripides, Greek playwright, 480-406 BC

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Ways to be indirect

1. Do not state an explicit conclusion.

2. Use innuendos.

3. Allow the conclusion to be “overheard.” For example, stated by on-screen person, as in candid camera or as in a debate.

4. Treat the claim as already accepted.

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Evidence on direct conclusions

A research review of over 40 studies on consumer behavior found that direct conclusions led people to reassert their beliefs and to resist persuasion. (Clee & Wicklund 1980)

Lab experiments since 1980 have added further support for this persuasion principle.

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“Chivas Regal is always twelve years old. Rarely 13.”

Volkswagen snowplow (1:00)

Implied claims are almost as believable as direct claims

Use positive innuendos when there is some basis (5.10.1)

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What’s going on in these ads?

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Use positive innuendoes when there is some basis (5.10.1)

A direct claim such as “Nike shoes help Michael Jordan to jump high” might lead to counter-arguing. Also, it might not be true. This ad uses an innuendo.- Discussed in Persuasive Advertising, p. 129

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5.10.1 – Use positive innuendoes when there is some basis – Violates

“How long can you expect a Volvo to last? We’re not sure yet how long a Volvo will last in the U.S. In Sweden, Volvos are driven an average of eleven years.”

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5.10.1 - Use positive innuendos when there is some basis – Sainsbury - complies

This headline builds on the innuendo in the illustrations and draws the reader into the body copy.

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Negative innuendos

“Would you vote for Senator Smith if you learned that he embezzled funds?”

Laboratory experiments showed that the use of hypothetical questions affected voters’ choices of political candidates and customers’ choices of products. Fitzsimmons & Shiv 2001) (paper)

Negative innuendoes are effective when there is one major competitor and total demand is of little interest. (5.10.2)

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Successful example of negative innuendo.

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Review board exercise

You work on an internal review board in an ad agency. The review board is concerned primarily with ethical and taste issues. The agency has prepared the Frog ad. Describe how you would “review” this ad in your learning diary.

The Frog ad (54 sec) by Greenpeace. This ad was developed in 2006. Once you have written your approach, go to the next slide.

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Analysis of the frog adAn interesting and powerful example of the use of Innuendoes. It is well designed for low-involvement viewers. The issue revolves around whether there is “some basis” for the innuendo.

Responsibility of the ad agency?        Check to ensure that the frog story is true.

(Wikipedia provides a balanced discussion.)

Legal? Assuming the frogs do die, the use of innuendos offers some protection on the legal side.

Ethical?Depends on your personal standards. Some people might regard it as a deceptive ad about an important topic, and thus judge it to be unethical.

Assess possible reactions by stakeholders? If the ad were to be aired, skeptics might test it. If the frog story is false, they could go to their local police office in the UK and file a complaint about false advertising.

Review process for your group’s campaign

Use the MAAD process to evaluate an ad by your group1.Each member of the review board would independently examine the ad in light of the agency’s ethical and legal standards against a checklist).2.Members of the board also consider the ad in light of their personal standards.3.Evaluations submitted anonymously to a facilitator.4.Suggestions made independently and anonymously on how to resolve the issues.5.The report would be prepared by the facilitator and circulated for comments.

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Consider the “overheard conversation”

Suzuki and Yamada (2004) presented 24 Japanese subjects with online ads for 15 products (e.g., movies).

At the end of each ad, they saw one of two scenes: either a life-like agent looking at the viewer or two life-like agents looking at each other and conversing. In each case, the agent said the same thing, such as, “You must watch that movie because it was very interesting.”

Purchase intentions for the overheard conversations were 31% higher.

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Example of overheard conversation when many in the target market differ

Global warming explained (6:30)

To make a movie like this, go to plotagon.com. In less than 2 hours you can develop a new skill.

Make a persuasive movie for the global warming problem (or for another issue).

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Involving the customer

“We are usually convinced more easily by reasons we have found ourselves than by those which have occurred to others.”

Blaise Pascal, mid-1600s

“When baiting a trap with cheese, always leave room for the mouse.”Howard Gossage, noted advertiser, 1960s

Example:What information would convince you that climate change

poses no serious threat to mankind?

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If good reasons can be easily generated, ask customers to provide a few reasons for accepting the offer (5.11.1)

Can also be used for negative advertising. “Can you think of one reason why you should not vote for Jones?”

Laboratory experiment: One or ten reasons to buy a BMW. One easy task (one reason) people had higher product ratings. (Wanke et al. 1997) (paper). (See Persuasive Advertising, p.133 for additional evidence)

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“Imagine that you are moving to the city where you have accepted a job. You need to rent an apartment and consider:A: Rent: $490 per month; view: poor - - back of another building; atmosphere: a bit dark and dreary.B: Rent: $810 per month; view: excellent- - cityscape and river; atmosphere: bright and sunny.”

When people made a choice quickly, they picked alternative B about half the time.

But when encouraged to think about their satisfaction, their optimism took over and they selected alternative B about 86% of the time. Source: Shiv & Huber (2000)

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Consider asking customers to imagine their satisfaction with a product. (5.11.2)

Supported by experiments, but we do not know a lot about how to use this.

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British Air CampaignBritish Airways advertising campaign invited people to try its business class. If not satisfied, they would receive free coach tickets for another trip. Was that a good idea? ___ Yes ___ No Explain in your learning diary:

Experiments were conducted on satisfaction with a computer company, electric utility, super market, electronic equipment company, and magazine.

Some people knew that they would be asked weeks later about their satisfaction, while others did not. All experiments done in real situations with large samples.

Those who expected to evaluate the product were much less satisfied (Ofir & Simonson 2001. This is an important study.) (See Persuasive Advertising, p.134-135 for evidence)

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Do not invite customers to evaluate their satisfaction while using a product. (5.11.3)

In addition to reduced customer satisfaction:1. Pre-announced (or expected) surveys reduced the likelihood that people focus what’s wrong; thus, producers were less likely to know why they were dissatisfied. 2. Suppliers in contact with customers are less less satisfied.

OK to use unannounced small sample surveys occasionally, thus gaining information at less expense and avoiding harm. Even better, ask the people in your company to listen to consumer suggestions (and complaints) and pass them along to those who design your product.

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Can you provide examples of organizations that violate this principle?

Universities started to violate this principle around 1970 – with detrimental results.

Since then, it has spread to many areas of our life. (See short paper:Improving Service Quality and Satisfaction)

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Suggest a way to assess satisfaction that would avoid focusing on what’s wrong

After writing your answer in your learning diary, check it against the one in PA, p. 135.

What principle did I just use? Write your answer, then click for the answer.

Zeigarnik effect.

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Exercise on helping

Assume you come upon someone in obvious need of help and you were able to help. Would you help? Write your answer in your learning diary.10 = definitely to 0 = definitely not ______.

Consider this illustration of the problem.How might you solve this problem?

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Self-predictions

Ask people to predict predict their behavior. They tend to respond in a socially responsible manner.

For example: “Assume that you had a meeting with a professor about an upcoming exam. Suddenly, he was called out of the office. When he left, you saw the answer sheet. You could read it from where you sat. Would you cheat by looking at the answers?” Write in your diary how you would respond.

Those who made predictions said they would not cheat. In a follow-up experiment they were substantially less likely to cheat (Spangenberg and Greenwald 1999).

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Encourage customers to make predictions about their behavior (5.11.4)

15 experiments support this principle. Here is one: Lab experiment to get people to complete a questionnaire:___ A) “Support the American Cancer Society”___ B) “Ask yourself. Will you support the American Cancer Society?” Predict the percentage of people who completed the questionnaire in each group in your learning diary.

Of those in the self-prophecy group B, 52% completed the questionnaire, versus only 31% of the control group A.

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Evidence on self-predictions

The experimental evidence is quite strong. Self-predictions increased success in performing desired behavior (e.g., healthy behavior) from 37% without, to 63% with self-predictions. Based on a meta-analysis of 7 experiments. Sprott et al. (2006). Self-prophecy led to increases in socially responsible behavior (e.g., less cheating), in meta-analysis of 15 experiments.Spangenberg & Greenwald (1999).

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Use self-predictions in advertising, especially for socially relevant issues

Self-predictions most effective for persuasion for socially-relevant issues.

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The U.K. police force ran a campaign called, “I could not. Could you?” It showed celebrities who faced actual police problems.

It led to to a 50% increase in the number of applicants and to an increase in the quality of recruits. It also improved police morale and public perceptions of policemen.

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Hey, what was that principle you just read?

Why is it hard to remember?

Lack of effort by the recipient of the message.

So what can you do to get the audience to spend effort?

Write your answer in your learning diary, then click here.

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Ask customers to remember the brand name or key arguments (5.11.5)

Two experiments with radio ads supported this principle: Reardon & Moore (1996) (See Persuasive Advertising, p.137 for additional evidence)

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Consider omitting or delaying key information (5.11.6)

This principle is based on the Zeigarnik effect showing that unfinished tasks stick in a person’s mind.

This principle was used in teaser campaigns (e.g., a 1915 ad prior to the introduction of Camel cigarettes stated only “The camels are coming.”)

Support was obtained from two laboratory studies on TV commercials (Heimbach & Jacoby 1972)

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Consider omitting or delaying certain information

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Violations of this Zeigarnik principle are common

It is effective because it calls for effort on the part of the target market.

This creates a problem for effective management presentations and for lectures. People get a bit frustrated when the speaker fails to “make things easy.”

This is another reason why “liking” is a poor measure of advertising effectiveness.

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In the 12th century, town criers in France gave samples of wine

Why does this work? Write your answer then click.

1.Reciprocity2.Endowment theory

Change behavior before you change attitudes.

Consider advertising a free trial or sample for products new to the target market (5.12.1)(See Persuasive Advertising, p.138-139 for substantial evidence)

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Example of an application

An ad for the Bose Wave stated, “We don’t expect you to take our word for how good the Bose Wave radio sounds.” It then offered a free trial.

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The endowment effect: possession of a product for one’s own use leads them to value the product more highly. At least 7 lab experiments. (Reb & Connolly 2007)It also applies if people merely touch or hold the object. The longer the better. See experiments tied to gaining information (Grohmann et al 2007) and others based on endowment (e.g., Wolf et al 2008 and Peck & Shu 2009).

And with coupons for a product (Sen & Johnson 1997).

Evidence on free trials

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Cage-free eggs sell for 3 times the price of regular eggs. Can you describe what is a cage-free egg and what its benefits are?

Few people can explain the benefits. Tests show that they taste the same, and the chickens are no more humanely treated.

Support popular causes, especially for hedonic products. (5.13.1) . . . Avoid controversial causes.

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5.13.1 - Support popular causes – Avoid drunk driving – Taxi - Complies

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Support popular causes (5.13.1)

Texting while driving: (0.30) Complies

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Evidence for supporting popular causes

People report that they are much more likely to purchase from a company associated with a popular cause (Ellen et al 2000) and they are willing to pay more (Loureiro et al 2002).

For example, cage free eggs have sold for as much as three times regular egg prices even though people have little idea what “cage free” means.

Cause-related marketing is more effective for hedonic rather than utilitarian products (Strahilevitz 1999).

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Tie purchases to popular causes (5.13.2)

To develop long-term relationships and avoid legal problems provide honest and easy-to-understand statements about amounts donated.

“Paul Newman, as sole owner of Newman’s Own, donates all his profits and royalties after taxes for educational and charitable purposes.”

This is done only in about 4% of the ads. The other 96% of the ads cannot be understood, even by those with a college education. (Olsen et al. 2003) (See Persuasive Advertising, p.141 for additional evidence)

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Application session

Time-out: How many possible applications can you think of for yourself?

What was your goal for this session?

See next slide.

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Ideas for Applications

To learn the principles, use the checklist for creating ads to apply the resistance principles.

If you are not currently working for an organization, pick something to advertise, perhaps a charity.

If you are in a class, design an ad for yourself as the owner of small advertising agency (commonly called a “house ad”).

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Techniques

In your diary, describe the techniques that you were able to use for your advertisement using resistance principles and rate your success (e.g., creativity, objective setting)

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Follow-up: Complete prior to next session

1. ___ Go through this lecture on your own (It is on the Educational Materials page)

2. ___Study Persuasive Advertising pages 103-142 and record your reading time in your learning diary. Highlight techniques and principles that you want to apply in yellow.

3. ___ Complete the End of Chapter Questions for “Resistance” and check your answers against PA.

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Advice on learning

One study found that fewer than 10% of students were successful in applying new knowledge.•This went to 20% if they actively applied what they were taught during a class session.•It went to 90% when they worked with a learning partner and coached each other.

Select techniques to apply

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