Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de completar con éxito este curso, puedes aplicar estas habilidades en un reto empresarial de la vida real como parte de la Programa Especializadode Fundamentos de Negocios de Wharton.
Elementos de Marca: Persuasión
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Introducción al Marketing
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À partir de la leçon
BRANDING: Estrategias de Comunicación Eficaz de Marca y Estrategias de Reposicionamiento
La profesora Kahn vuelve en cuarto módulo, el segundo de sus Módulos de Branding, donde tratará las estrategias efectivas de comunicación de marca y estrategias de reorientación. Uno de los aspectos más importantes para entender el comportamiento del consumidor es el de cómo los clientes perciben el mensaje y la comercialización de tu marca: lo que los consumidores perciben es lo que afecta a sus acciones, y lo que ellos perciben ¡no tienen que ser necesariamente cierto! La profesora Kahn en el último módulo del curso, profundiza en el comportamiento del cliente y en su percepción y explora estrategias eficaces para influir en ambos.
Rencontrer les enseignants
Barbara E. KahnProfessor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Peter FaderProfessor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
David BellXinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
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So we talked about budget brand images, and we talked
about creating brand perceptions, and how these brand elements work together.
But another part of this brand identity is to persuade consumers.
So let's focus now on this
process of persuasion, or changing people's attitudes.
And the dominant model that's used in this, in this way
of thinking, or the dominant theory, is called the Elaboration Likelihood Model.
And so
we'll talk a little bit about that.
And then let me focus in on the use of celebrity spokespeople.
Because they're used frequently to help persuade
consumers to have positive beliefs towards a brand.
So let's start off with persuasion.
What is persuasion?
It's an active attempt to change belief and attitude.
So marketers are trying to persuade you to feel favorably
towards their brands and their products.
The caveat here is that it's difficult, and why is it difficult?
It's difficult for the reasons that I've mentioned all along.
People are ex-, expose themselves, pay attention to
and interpret data consistent with what they already believe.
And because they're not scientific about it, and evenly sampling and
exposing themselves to all sorts of different things and paying attention
to things that both support their prior belief
and refute their prior belief, because they're very
biased in the way they take in that
stimuli, it's hard to persuade them to think differently.
That's not to say it's not possible, but it is difficult.
So the dominant model in thinking about what's the
best way to persuade consumers is the Elaboration Likelihood Model.
And this model posits that there's two different ways, or
two different routes, to persuasion.
There's the systematic, or central, route and
there's the superficial or peripheral processing route.
The central root say that if people are motivated and they're
highly involved, and they have the opportunity and the ability to process
marketing messages, then the way to persuade them is through central
cues in messages. In other words, cognitive cues.
Things that people have to think about. Try to make a strong argument.
In order to make a strong argument, people have to be paying attention, they
have to be motivated, and they have
to have the ability to process this information.
That's one way.
Many times, and this is true a lot with
marketing decisions, people just aren't motivated to think that much.
And they, maybe they just don't want to think
that much.
Or maybe they're, just don't have the ability, they're too tired or whatever.
In that case, central processing or central route to persuasion will not work.
Then you will have to use the superficial way, which is to use these peripheral cues
and so when when your opportunity, motivation and ability to elaborate, to
cognitively process is low, then the way to persuade people is use, is through
these peripheral cues.
Which are more automatic reactions, people just make decisions based on these cues.
And, it's not because they thought it out carefully.
So, what, what we're saying here is that the consumer is exposed to marketing cues.
Now, the first thing is, you ask
the question, is the consumer motivated to elaborate?
Are they going to to pay
attention and think about your, your message?
If the answer is no, they're not, then that's low involvement.
And then don't give a message they have to think about, use peripheral cues.
On the other hand, if there's high involvement, and
they are motivated to elaborate, then the next question you
have to ask is, do they have the ability
to elaborate, though, that's a message something that they can
figure out if they think about. And, if the answer to that is yes.
Then you're going to use central route.
If the answer is no, you have to go back to the peripheral route.
Okay.
So to get to central routing, the central route where its systematic
argument people have to be motivated, and they have to have the ability.
If either one of them isn't true, you gotta go to peripheral cues.
So, what are peripheral cues?
Peripheral cues are cues that people use, in a, it's called heuristic way.
That means a shortcut way.
They don't really think through it, they just kind of
say, well if this is true then that must be true.
So, for example.
Classical conditioning.
Classical conditioning says that you persuade people
just by putting things together all the time.
So the famous example is Pavlov's dog. The dog was conditioned to salivate
whenever they heard a bell ring and the way it was done is the bell rang
before they gave dog food and then every time the dog got dog food they salivated.
After a while because of classical conditioning, just the
ringing of the bell caused the dog to salivate.
So in the same way in marketing, if things are always together.
You always have Coke with hamburgers or Coke with McDonald's.
After a while you don't even think about it, and you
just say, well, I'm having a Big Mac, let me have
a Coke.
That, that's a kind of notion of classical conditioning.
It's not well thought out.
It's just, I'm persuaded to have a Coke because I always have had one.
Reciprocity says that you gave me something, I owe you.
Now, that may make sense, it may not, but you're doing it just because, I owe you.
So a lot of times, direct marketers will do
things like, put a little gift in a charity appeal.
We'll give you stamps, or
sometimes they give you a dollar.
And the idea is, sometimes, I gave you sometime, now you give it back to me.
It's not a cognitive argument, it's a peripheral cue.
Consistency's another peripheral cue.
Why do you like the toothpaste you use?
A lot of times the reason that you like the
toothpaste you use, is because that's the one you always use.
That's the one your mother gave you.
It's not like you did this systematic product comparison, and you decided,
this is your favorite toothpaste.
You use it just because you always liked it.
That's consistency as the peripheral cue.
Social proof says well I like this because everybody else likes it.
So, New York Times lately has had the most
emailed articles, people read them, why do you read them?
Well, everybody else emailed them, they must be good.
Or my husband chooses restaurants by the one that has the longest lines.
If everybody's waiting on line for this restaurant,
that must be good. That's a social proof, a peripheral cue.
Liking says if you like me, then you like my ideas.
This is very important, and we'll see later for celebrity spokespeople, if
you like the celebrity spokesperson, then you're going to like what they like.
Not necessarily a rational process but it, it makes sense in some, in some ways.
Authority says just because I say so, you should do it.
That's another peripheral cue.
So, because somebody in authority says you should do something, you should do it.
It's not because you thought it out. It, because it meets your preferences.
Just because someone told you to do it.
And the last peripheral cue that I'll just
mention today is this peripheral cue of scarcity.
Because there aren't very many of them, it must be good.
So some marketers use this idea of scarcity to create product quality.
A modern one that's been using that is Lululemon.
And Lululemon purposely does not have, you know, they go to stock outs easily.
If you don't get there quickly, it'll, it'll run out.
The design you might want.
And people in, in, infer from that that it's high value, high quality product.
So all of these are scarce, are peripheral cues.
Not well thought out central processing arguments,
but cues that people use to persuade themselves of one thing or another.
So now let's think about celebrity endorsements in
terms of these two roles of, of persuasion.
So in one way, you can use a celebrity in a central processing way.
And in that way the idea's going to be the, the celebrity is an expert.
And the reason that the celebrity endorsement
matters is because that person's an expert
and therefore there's information in that endorsement.
Celebrity as a peripheral cue is going to be, because the celebrity's attractive, or
because I like the celebrity, then I want to use the products that they use.
So celebrities can be used in both ways.
Either in a central, or in a peripheral way.
When you're thinking about different celebrities to use to help endorse your
products, there's certain things you want to think about.
First of all, who's the target segment,
and does that target segment like that celebrity.
So that's going to be an important thing.
Then you want to think about what's the brand message?
And does the message of the brand, the brand
mantra, fit the, the brand message of the celebrity?
As, then another thing you want to think about is how attractive is the celebrity?
Is this a popular, a, a, a positive celebrity?
Because you don't want to take a celebrity that nobody likes, obviously.
Other considerations are how, how costly it is.
Celebrities can be very expensive. Is it worth it?
Some of them are, are cheaper.
Maybe that's a better, value for your money.
And nowadays very, very important is the social network.
So some of the celebrities that are chosen for endorsement is because they have a
very, very strong social network and they have a lot of followers, and so the clout
scores and those kinds of different scores
are indicating the social connectiveness of these
different celebrities, and all of those go
into the decision of which celebrity to choose.
There's another thing that's out there to rate these different celebrities.
It's called a Q-rating.
And, the Q-rating says, how appealing is the
celebrity among those who do not know him.
It's the ratio of popularity and familiarity.
And, it's conducted
by a particular company called Marketing Evaluations.
And, you can get Q-ratings for different celebrities to help
you judge which is a good celebrity and which is
a celebrity that maybe isn't as strong and maybe you
don't want to pay as much money for or something like that.
So what's the I think you're probably starting
to get the idea of how these celebrities work.
formally we think of it as the notion of
transfer of meaning.
And that's the model that's used to indicate the effectiveness of celebrities.
So, the idea is that celebrities have very charged, powerful meanings.
And what you want to do is transfer the meaning of that celebrity to your product.
So, advertising firms, marketing firms, branding firms try to
choose a celebrity that best represents the, the appropriate
symbolic properties of the product.
So that that meaning from that celebrity will
then transfer to the meaning of the product.
And celebrities are quite powerful.
There have some been some fMRI studies that show that when you show
an image of just a normal person, certain areas of the brain light up.
But if you show an image of a celebrity, different areas of the brain light up.
So there's an automatic or
visceral reaction to celebrities. They just get more attention.
and they can be very, very effective at
creating an brand image and, at differentiating a brand.
If a celebrity's associated with one brand, and
not another, that can be a very effective differentiation.
And going back to this elaboration likelihood model, when you
think of the celebrity as working in a central processing way
we talk about that as having a credible source.
And so in that way, the celebrity is an
effective spokesperson, because of their expertise and their trustworthiness.
So one of the very effective, at the time, spokespeople for Nike was Tiger Woods.
Now, obviously, there's been some controversy
around Tiger Woods in more recent time.
But when Tiger Woods was the first spokesperson for Nike Golf he
worked in two ways.
His, he was very credible as an endorser for golf
products because he was such a successful golfer and obviously you
think there's some expertise in him, in his golfing ability
and he knows what he's talking about with regard to product.
That's a central processing kind of use of Tiger
Woods and that's source credibility, he's a credible source.
The other way of thinking about Tiger Woods
is he's also an attractive source, people liked him
at the time, they were very familiar with him.
And anything he did, people would like.
So he was used as a spokesperson not only for golfing and for Nike, but he's also
used for other products which were not necessarily based
on his expertise, but just based on his attractiveness.
And when he got into some scandal and some issues
where his attractiveness was not as strong, some of those
endorsements were dropped because he was no longer an attractive source.
The ones that tended to stay with Tiger
were based more on his credibility, as a source.
And you can see when you think about these different methods of persuasion why
some companies might keep him and some companies might not want to keep him.
and the ways the celebrities and models are
used in these advertisements and endorsements is they
can say there's an explicit mode. They can say, I endorse this product.
I believe in this product.
There's an implicit mode that says, well I use this product.
if there's an imperative mode that says, well you should use this product.
and then there just can be these
co-present that, that, that celebrities around this product.
So a lot of product placement.
A lot of fashion companies give their celebrities their clothes
to wear so the celebrity's just wearing their clothes,
and that is a kind of endorsement as well.
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