Resistance

1
Resistance

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

2
Learning Diary

• The lectures follow an experiential learning
  experience. To make this work properly
• Obtain a learning diary (paper). A 10 x 13 bound
  diary is suggested.
• Keep it up to date.
• Take the learning diary with you to all class
  sessions.
• 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?

• 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 dont 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 Experiment

• Researchers 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, or
• b. ____increase?
• Explain in your learning diary.
• Increased due to cognitive dissonance (paper)

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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.
• Ones 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
Good ad? Explain in your learning diary

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

• Evidence Received wisdom typical practice.
• If you cant dazzle them with brilliance,
  baffle them with nonsense.
• salesman's adage

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Exercise on attention

• Passing the ball (142)
• Application to advertising?
• By directing peoples attention to a certain
  point in an ad, other information is often
  overlooked.

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Another exercise on attention

• Movie Perception Test (209) 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 peoples 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 Pickpockets
  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.

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 (733) Complies
• Hayek vs. Keynes Rap Round 2 (1010) - Complies

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Panhandlers
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-involvemen
t products (See Persuasive Advertising, p.108
for evidence)
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When customers might refuse traditional
appeals, surprise them with an unusual approach
(5.1.3)

• Volkswagens 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.
• Its a bargain. or
• ____ b) For a package of 8 note cards, the price
  is 300
• pennies. Thats 3. Its 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)
  

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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)

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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.
• attribute framing only, e.g., fat-free milk
  (52)
• goal framing only, e.g., lose weight (8) and
• 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 isnt 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 ___ GovernmentShould the
government change the social security
program?___ No ___ YesFocus 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 OKeefe 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?

• Tell stories or give them facts?
• Use stories. They . . .
• 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 markets
  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)

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Subway story

• Jared Fogles 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, and
• it 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.
• A story that all will be fine does does not
  provide a powerful image. Few people would pay
  attention.
• 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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Mens suits case

• Suppose that you were selling mens 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.
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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
• 5 or 10 or 25 or
• 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

• Would you help by giving a donation?
• 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)
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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 Printers Ink surveyed its readers
for the greatest ads of all time, this was one of
two runners-up.
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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
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Tide vs. PGs 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)

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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).
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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?
• Atlantas 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
Brought to you by Atlantas Black
Professionals.
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.
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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 peoples 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)

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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

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
  cant refuse! Is this a good way to advertise?
  Write your answer in your learning diary.
  ___ No ___ Yes
• For highinvolvement 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 arguments

• Are 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 (OKeefe 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. (OKeefe 1999)
• Having the good news first is better than last,
  but its 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

• Do not state an explicit conclusion.
• Use innuendos.
• 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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Whats going on in these ads?

• Chivas Regal is always twelve years old. Rarely
  13.
• Volkswagen snowplow (100)
• Implied claims are almost as believable as direct
  claims
• Use positive innuendos when there is some basis
  (5.10.1)

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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? Were
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 ad

• An 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.

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Review process for your groups campaign

• Use the MAAD process to evaluate an ad by your
  group
• Each member of the review board would
  independently examine the ad in light of the
  agencys ethical and legal standards against a
  checklist).
• Members of the board also consider the ad in
  light of their personal standards.
• Evaluations submitted anonymously to a
  facilitator.
• Suggestions made independently and anonymously on
  how to resolve the issues.
• 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 (630)
• 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 considerA 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) And the principle is?
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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 Campaign

• British 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
• Pre-announced (or expected) surveys reduced the
  likelihood that people focus whats wrong thus,
  producers were less likely to know why they were
  dissatisfied.
• 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 paperImproving Service Quality
  and Satisfaction)

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Suggest a way to assess satisfaction that would
avoid focusing on whats 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.

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 persons
  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.
• Reciprocity
• 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 dont expect
  you to take our word for how good the Bose Wave
  radio sounds. It then offered a free trial.

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Evidence on free trials

• The endowment effect possession of a product for
  ones 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).

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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 Newmans 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)
• ___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.
• ___ 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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