The Persuasion Matrix

Source, Message, and

Channel Factors

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Promotional Planning Elements Source Attributes — Receiver Processing Modes

Promotional
Promotional Planning
Planning

1 2 3 4
Receiver
Receiver Channel
Channel Message
Message Source
Source
Comprehension
Comprehension Presentation
Presentation Yielding
Yielding Attention
Attention

Can
Canthethe Which
Whichmedia
media What
What type
type of
of Who
Who will
will be
be
receiver
receiver will
willincrease
increase message
message will
will effective
effective inin
comprehend
comprehend presentation?
presentation? create
create getting
getting
the
the ad?
ad? favorable
favorable consumers’
consumers’
attitudes?
attitudes? attention?
attention?
 Source Credibility Limitations of Credible Sources

Ethical
Ethical

Knowledgeable
Knowledgeable Trustworthy
Trustworthy

Skillful
Skillful Source
Source Experienced
Experienced
• High- and low-credibility sources
– Equally effective when arguing for a
Believable
Believable Unbiased
Unbiased
position opposing their own best interest
Honest
Honest
• Sleeper effect
– Persuasiveness increases over time

Source Attractiveness Advertising Risks of Using Celebrities

The
The celebrity
celebrity may
may overshadow
overshadow
the
the product
product being
being endorsed
endorsed
Similarity
Similarity Familiarity
Familiarity Likeability
Likeability

The
The celebrity
celebrity may
may bebe overexposed,
overexposed,
Resemblance
Resemblance Knowledge
Knowledge of of Affection
Affection for
for the
the reducing
reducing his
his or
or her
her credibility
credibility
between
between the
the the
the source
source source
source resulting
resulting
source
source and
and through
through repeated
repeated from
from physical
physical
recipient
recipient of
of the
the or
or prolonged
prolonged appearance,
appearance, The
The target
target audience
audience may
may not
not be
be
message
message exposure
exposure behavior,
behavior, or
or receptive
receptive to
to celebrity
celebrity endorsers
endorsers
personal
personal traits
traits
The
The celebrity’s
celebrity’s behavior
behavior may
may pose
pose
aa risk
risk to
to the
the company
company
Meaning Movement & the Endorsement Process Choosing a Celebrity Endorser

Match
Match Trust
Trust
w/audience
w/audience

Match
Match w/product
w/product Risk
Risk
Factors

Image
Image Familiarity
Familiarity

Cost
Cost Likability
Likability

Familiarity and Appeal Source Power

• Q-scores
– % of those who say “one of my favorites” Perceived
Perceived Perceived
Perceived Perceived
Perceived
control
control concern
concern scrutiny
scrutiny
divided by % who have heard of him/her
• Sports stars average 17; performers 18
– Broken down by demographic criteria
• Fame index database
– 10,000 celebrities rated by 250 criteria Compliance
Compliance

• Age, sex, residence, career highlights, charity

affiliations, fears, interests, additions, etc.
 The Persuasion Matrix Message Structure

Order of Presentation

Recall
Beginning Middle End

Verbal vs. Visual Messages Message Appeal Choices

Appeal
Appeal to
to the
the logical,
logical, Appeal
Appeal to
to the
the feelings
feelings
rational
rational minds
minds of
of and
and emotions
emotions of
of
consumers
consumers consumers
consumers

Appeal
Appeal to
to both
both
 Message Appeal Options Humor Appeals

Pros Cons
Comparative
Comparative Fear
Fear Humor
Humor
Aids Does
Does not
not aid
aid persuasion
persuasion in
in
Ads
Ads Appeals
Appeals Appeals
Appeals Aids attention
attention and
and
awareness
awareness general
general

May May
May harm
harm recall
recall and
and
May aid
aid retention
retention of
of the
the
••Especially ••May ••Can message comprehension
comprehension
Especially May stress
stress Can attract
attract and
and message
useful
useful for
for new
new physical
physical danger
danger hold
hold attention
attention
brands
brands or
or threats
threats to
to Creates
Creates aa positive
positive mood
mood May
May harm
harm complex
complex copy
copy
••Often
Often the
the best
best and registration
registration
••Often health
health and enhances
enhances persuasion
persuasion
Often used
used for
for remembered
remembered
brands
brands with
with ••May
May identify
identify ••Put Does
Does not
not aid
aid source
source
small Put consumers
consumers May
May aid
aid name
name and
and simple
simple
small market
market social
social threats
threats copy credibility
credibility
share
share
in
in aa positive
positive copy registration
registration
••Can
Can backfire
backfire ifif mood
mood
••Used
Used often
often in level
level of
of threat May Is
Is not
not effective
effective in
in bringing
bringing
in threat May serve
serve as
as aa distracter,
distracter,
political is
is too
too high reducing about
about sales
sales
political high reducing counterarguing
counterarguing
advertising
advertising
May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads

The Persuasion Matrix Channel Factors

Personal
Personal Nonpersonal
Nonpersonal

•Flexible
•Flexible •• No
No personal
personal
contact
contact
•Powerful
•Powerful
•• Geared
Geared to
to aa
•Real
•Real time
time large
large audience
audience
•• Static
Static
Differences in Information Processing Context and Environment

Self-Paced
Self-Paced Externally
Externally
Media
Media Paced
Paced Media
Media

•• Newspapers
Newspapers •• Radio
Radio
•• Magazines
Magazines vs. •• Television
Television
•• Direct
Direct Mail
Mail
•• Internet
Internet

Clutter