Persuasive Communication
Week 1. Wednesday
Execution and e ects of message design - DRS. A. Van Der Lee
2.1 Models describing the persuasion process
AIDA-model:
This model describes the persuasion process in four steps:
1. Attract Attention
2. Maintain Interest
3. Create Desire
4. Get Action
Every step is considered essential for the following one.
Other models too assumed such a hierarchy for instance DAGMAR
Steps cannot be skipped or passed through in another sequence.
From 1969 on recipients were more and more viewed as active information processors.
The passive-receiver concept implies receivers to absorb content.
The active-receiver concept stresses the recipient as using his or her own cognitive
system when new information is processed.
2.2 McGuire’s communication/persuasion matrix
Input Factors
Output Factors Source Content Recipient Channel
1. Exposure to message
2. Attention for message
3. Attitude towards ad
4. Interest in content
5. Understanding/
Comprehension
6. Generating own
thoughts
7. Attitude towards
message content
8. Storing attitude in
memory
9. Retrieving attitude
from memory
10. Behavioural
intention
ff
, 11. Behaviour
12. Evaluation of
behaviour
13. Permanent behaviour
change
Who says what, via what medium, to whom, and directed at which kind of behaviour?
5 Elements can be distinguished:
1. Source (who)
2. Message (what)
3. Channel (medium)
4. Receiver (whom)
5. Target (kind of behaviour)
They form the input factors of McGuire’s communication/persuasion matrix
Through the matrix the e ect of variation in input factors (e.g. message) on one or more
output steps (e.g. attitude change) of the communication process can be established.
Therefore, the matrix forms a valuable categorisation of knowledge and research in the
eld of communication.
McGuire’s matrix is considered no more than a framework to organise knowledge on
communication e ects.
…a conceptual framework within which emerging knowledge of the communication
process can be organised.
The matrix serves only as a framework.
The matrix does not explain what will be the e ect of variation in a speci c input factor.
2.3 The input factor message
It is impossible to take all input and output factors into account.
A choice has been made for one of the ve output factors: source, message, receiver,
channel, and target.
The reason for this is that the person who conveys the message is not necessarily the
same as the source where the message originated.
The sponsor of the ad (usually in the form of a manufacturer or the government) is
considered the source.
In other words, in my de nition source is not equal to the purported source, but the actual
sender.
The spokesperson, on the other hand, is considered part of the message.
The source of the message (i.e. spokesperson) can be determined as the answer to the
question: “Who says so?”.
fi ff fiff fi ff fi
, The name of the sender though - usually in combination with a logo - is often part of the
message.
2.4 The output steps
The communication/persuasion matrix
2.5 Towards a de nition of communication e ects
A total of nine persuasion e ects are distinguished in this project.
These communication e ects can be found in the left column of Figure 2.1.
The di erence between the communication e ects is only theoretical.
2.6 Attention
Attention according to Franzen is the process by which the unconscious processing of
stimuli from our environment is interrupted.
Therefore, there is contact between the stimulus and the receiver.
Attention is guided by intentional as well as unintentional cognitive process.
Franzen et al label these phases primary and secondary attention.
One and the same input factor can have a di erent e ect on both attention processes.
Once our attention is caught fear appeals enhances our focus on the message.
ff fi ff ff ffff ff ff
, Primary attention:
Receivers incidentally process messages with minimal cognitive activity.
Primary attention can be considered the rst step in the processing of information.
Primary attention is thus de ned as: Minimal cognitive activity during which the receiver
decides to continue or terminate the established contact with the stimulus.
This kind of attention is sometimes also referred to as browsing and scanning.
Secondary attention:
…the process of sense perception of the advertising execution with a certain direction
and duration that is consciously chosen and by which the perceived stimulus is stored in
short term memory and possibly in long term memory.
With direction and duration it is meant that the receiver focused on some object and that
this focusing lasts for a speci c time period which can be measured.
The attention paid to the stimulus is consciously chosen by the receiver.
The process of sense perception of the advertising execution with a certain direction and
duration is consciously chosen by the receiver.
2.7 Interest
Interest in and appreciation of the message itself refers to the individual’s cognitive
reactions immediately after exposure to the communication.
De nition of the concept of interest: Arousal based on the product advertised and/or The
evaluative response to a particular exposure occasion measured immediately after
exposure to the communication.
The concept of interest consists of two components:
1. Interest in the product (What can the product do for me?)
2. Interest in the advertisement (interest in the communication)
2.8 Comprehension
The extend to which knowledge and meaning are activated or developed within the
receiver by the message.
2.9 Elaboration
Remember Elaboration Likelihood Model.
The extend to which the individual carefully scrutinises the issue-relevant arguments in the
persuasive communication.
Individuals draws upon prior knowledge and experience
This means that elaboration is what the recipient adds to the message.
fi
fi fi fi
Week 1. Wednesday
Execution and e ects of message design - DRS. A. Van Der Lee
2.1 Models describing the persuasion process
AIDA-model:
This model describes the persuasion process in four steps:
1. Attract Attention
2. Maintain Interest
3. Create Desire
4. Get Action
Every step is considered essential for the following one.
Other models too assumed such a hierarchy for instance DAGMAR
Steps cannot be skipped or passed through in another sequence.
From 1969 on recipients were more and more viewed as active information processors.
The passive-receiver concept implies receivers to absorb content.
The active-receiver concept stresses the recipient as using his or her own cognitive
system when new information is processed.
2.2 McGuire’s communication/persuasion matrix
Input Factors
Output Factors Source Content Recipient Channel
1. Exposure to message
2. Attention for message
3. Attitude towards ad
4. Interest in content
5. Understanding/
Comprehension
6. Generating own
thoughts
7. Attitude towards
message content
8. Storing attitude in
memory
9. Retrieving attitude
from memory
10. Behavioural
intention
ff
, 11. Behaviour
12. Evaluation of
behaviour
13. Permanent behaviour
change
Who says what, via what medium, to whom, and directed at which kind of behaviour?
5 Elements can be distinguished:
1. Source (who)
2. Message (what)
3. Channel (medium)
4. Receiver (whom)
5. Target (kind of behaviour)
They form the input factors of McGuire’s communication/persuasion matrix
Through the matrix the e ect of variation in input factors (e.g. message) on one or more
output steps (e.g. attitude change) of the communication process can be established.
Therefore, the matrix forms a valuable categorisation of knowledge and research in the
eld of communication.
McGuire’s matrix is considered no more than a framework to organise knowledge on
communication e ects.
…a conceptual framework within which emerging knowledge of the communication
process can be organised.
The matrix serves only as a framework.
The matrix does not explain what will be the e ect of variation in a speci c input factor.
2.3 The input factor message
It is impossible to take all input and output factors into account.
A choice has been made for one of the ve output factors: source, message, receiver,
channel, and target.
The reason for this is that the person who conveys the message is not necessarily the
same as the source where the message originated.
The sponsor of the ad (usually in the form of a manufacturer or the government) is
considered the source.
In other words, in my de nition source is not equal to the purported source, but the actual
sender.
The spokesperson, on the other hand, is considered part of the message.
The source of the message (i.e. spokesperson) can be determined as the answer to the
question: “Who says so?”.
fi ff fiff fi ff fi
, The name of the sender though - usually in combination with a logo - is often part of the
message.
2.4 The output steps
The communication/persuasion matrix
2.5 Towards a de nition of communication e ects
A total of nine persuasion e ects are distinguished in this project.
These communication e ects can be found in the left column of Figure 2.1.
The di erence between the communication e ects is only theoretical.
2.6 Attention
Attention according to Franzen is the process by which the unconscious processing of
stimuli from our environment is interrupted.
Therefore, there is contact between the stimulus and the receiver.
Attention is guided by intentional as well as unintentional cognitive process.
Franzen et al label these phases primary and secondary attention.
One and the same input factor can have a di erent e ect on both attention processes.
Once our attention is caught fear appeals enhances our focus on the message.
ff fi ff ff ffff ff ff
, Primary attention:
Receivers incidentally process messages with minimal cognitive activity.
Primary attention can be considered the rst step in the processing of information.
Primary attention is thus de ned as: Minimal cognitive activity during which the receiver
decides to continue or terminate the established contact with the stimulus.
This kind of attention is sometimes also referred to as browsing and scanning.
Secondary attention:
…the process of sense perception of the advertising execution with a certain direction
and duration that is consciously chosen and by which the perceived stimulus is stored in
short term memory and possibly in long term memory.
With direction and duration it is meant that the receiver focused on some object and that
this focusing lasts for a speci c time period which can be measured.
The attention paid to the stimulus is consciously chosen by the receiver.
The process of sense perception of the advertising execution with a certain direction and
duration is consciously chosen by the receiver.
2.7 Interest
Interest in and appreciation of the message itself refers to the individual’s cognitive
reactions immediately after exposure to the communication.
De nition of the concept of interest: Arousal based on the product advertised and/or The
evaluative response to a particular exposure occasion measured immediately after
exposure to the communication.
The concept of interest consists of two components:
1. Interest in the product (What can the product do for me?)
2. Interest in the advertisement (interest in the communication)
2.8 Comprehension
The extend to which knowledge and meaning are activated or developed within the
receiver by the message.
2.9 Elaboration
Remember Elaboration Likelihood Model.
The extend to which the individual carefully scrutinises the issue-relevant arguments in the
persuasive communication.
Individuals draws upon prior knowledge and experience
This means that elaboration is what the recipient adds to the message.
fi
fi fi fi
