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158 Part Three Analyzing the Communication Process Belch: Advertising and Promotion, Sixth Edition III. Analyzing the Communication Process 5. The Communication Process © The McGraw−Hill Companies, 2003 The likelihood of counterarguing is greater when the message makes claims that oppose the receiver’s beliefs. For example, a consumer viewing a commercial that attacks a favorite brand is likely to engage in counterarguing. Counterarguments relate negatively to message acceptance; the more the receiver counterargues, the less likely he or she is to accept the position advocated in the message. 27 Support arguments, on the other hand, relate positively to message acceptance. Thus, the marketer should develop ads or other promotional messages that minimize counterarguing and encourage support arguments. Source-Oriented Thoughts A second category of cognitive responses is directed at the source of the communication. One of the most important types of responses in this category is source derogations, or negative thoughts about the spokesperson or organization making the claims. Such thoughts generally lead to a reduction in message acceptance. If consumers find a particular spokesperson annoying or untrustworthy, they are less likely to accept what this source has to say. Of course, source-related thoughts are not always negative. Receivers who react favorably to the source generate favorable thoughts, or source bolsters. As you would expect, most advertisers attempt to hire spokespeople their target audience likes so as to carry this effect over to the message. Considerations involved in choosing an appropriate source or spokesperson will be discussed in Chapter 6. Ad Execution Thoughts The third category of cognitive responses shown in Figure 5-8 consists of the individual’s thoughts about the ad itself. Many of the thoughts receivers have when reading or viewing an ad do not concern the product and/or message claims directly. Rather, they are affective reactions representing the consumer’s feelings toward the ad. These thoughts may include reactions to ad execution factors such as the creativity of the ad, the quality of the visual effects, colors, and voice tones. Ad execution-related thoughts can be either favorable or unfavorable. They are important because of their effect on attitudes toward the advertisement as well as the brand. In recent years, much attention has focused on consumers’ affective reactions to ads, especially TV commercials. 28 Attitude toward the ad (A → ad) represents the receivers’ feelings of favorability or unfavorability toward the ad. Advertisers are interested in consumers’ reactions to the ad because they know that affective reactions are an important determinant of advertising effectiveness, since these reactions may be transferred to the brand itself or directly influence purchase intentions. One study found that people who enjoy a commercial are twice as likely as those who are neutral toward it to be convinced that the brand is the best. 29 Consumers’ feelings about the ad may be just as important as their attitudes toward the brand (if not more so) in determining an ad’s effectiveness. 30 The importance of affective reactions and feelings generated by the ad depend on several factors, among them the nature of the ad and the type of processing engaged in by the receiver. 31 Many advertisers now use emotional ads designed to evoke feelings and affective reactions as the basis of their creative strategy. The success of this strategy depends in part on the consumers’ involvement with the brand and their likelihood of attending to and processing the message. We end our analysis of the receiver by examining a model that integrates some of the factors that may account for different types and levels of cognitive processing of a message. The Elaboration Likelihood Model Differences in the ways consumers process and respond to persuasive messages are addressed in the elaboration likelihood model (ELM) of persuasion, shown in Figure 5-9. 32 The ELM was devised by Richard Petty and John Cacioppo to explain the process by which persuasive communications (such as ads) lead to persuasion by influencing attitudes. According to this model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message. High elaboration means the receiver engages in careful consideration, thinking, and evaluation of the informa-
Belch: Advertising and Promotion, Sixth Edition III. Analyzing the Communication Process Persuasive communication Motivated to process? Issue involvement, relevance commitment, dissonance arousal, Yes Ability to process? Distraction, message comprehensibility, issue familiarity, appropriate schema, fear arousal, etc. Yes Nature of cognitive processing (initial attitude, argument quality, etc.) Favorable thoughts predominate Cognitive structure change Are new cognitions adopted and stored in memory? Are different responses made more salient than previously? Yes (favorable) Enduring positive attitude change (persuasion) Unfavorable thoughts predominate 5. The Communication Process tion or arguments contained in the message. Low elaboration occurs when the receiver does not engage in active information processing or thinking but rather makes inferences about the position being advocated in the message on the basis of simple positive or negative cues. The ELM shows that elaboration likelihood is a function of two elements, motivation and ability to process the message. Motivation to process the message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels. Ability depends on the individual’s knowledge, intellectual capacity, and opportunity to process the message. For example, an individual viewing a humorous commercial or one containing an attractive model may be distracted from processing the information about the product. According to the ELM, there are two basic routes to persuasion or attitude change. Under the central route to persuasion, the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive response activity or processing occurs, No No Neither or neutral predominate No Yes (unfavorable) Enduring negative attitude change (boomerang) Temporary attitude shift need for cognition, etc. Persuasion cue present? Self-presentation motives, Yes demand characteristics, evaluation apprehension, source characteristics, etc. No Retain or regain initial attitude © The McGraw−Hill Companies, 2003 Figure 5-9 The elaboration likelihood model of persuasion 159 Chapter Five The Communication Process
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