The Message Learning Approach to Persuasion

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The Message Learning Approach to Persuasion

Source factorsMessage factorsRecipient factorsMedium factors

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Stages of Persuasive Communication

AttentionComprehensionYielding (convincing & compelling message)

Retention

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Variables influencing the Stages of Persuasive Communication

Source Variables (who says the message)Message Variables (what is said)Recipients Variable (who receives the message) Medium Variables (media used)

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Source Factors:The most effective sources tend to be the expert, trustworthy or attractive communicators.Credibility:

- reputation of source- message consistency with source vested interest (criminal argues on justice

leniency)Case Study Attractiveness Influenced by physical appearance, similarity to recipient (common beliefs, backg.) & presentation style. (Products for teenagers vs retired persons). German TVC

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Lee jeans advertisement

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Message Factors:

- Simple vs complex (Buy Brand X)

- One-sided vs two-sided (pros and cons)

- rational vs emotional

WM TVC (ONE USP AT A TIME)

One-sided msg = for popular and liked brandstwo-sided msg = for unattractive/ unfamiliar brands

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Using a complex message

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An example of a two-sided message

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Message Factors:

Rational Appeal: Contains factual details to form an opinion (like car ads)

Emotional Appeal: Encourage us to act on our feeling rather than our heads (flood relief ads for donation)Fear Appeal…..

Sleeper Effect: occurs as a result of complex interaction b/w message factor, source factor and time. (when a credible message is presented by a non-credible source……Awami Akhbar).Good Milk TVC

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Message Factors:

Rational Appeal Vs Emotional Appeal

TOYOTA TVC

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Example of an ad using both emotion and fear

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Recipient Factors:Individuals high in need for cognition are influenced by rational appeal.

Individuals low in need for cognition are influenced by emotional appeal.

Individuals whose attitudes serve a knowledge function are influenced by rational appeal.

Individuals whose attitudes serve a ego defensive (self protective) function are influenced by fear appeal.