Transcript “睡眠者效应”（Sleeper Effect）

MKT201 – Buyer Behavior
Chapter 8
Supplementary Examples
1
Sleeper Effect
In political campaigns during important elections,
undecided voters often see negative advertisements
about a party or candidate running for office. At the end
of the advertisement, they also might notice that the
opposing candidate paid for the advertisement.
Presumably, this would make voters question the
truthfulness of the advertisement, and consequently,
they may not be initially persuaded. However, even
though the source of the advertisement lacked
credibility, voters will still be more likely to be
persuaded later, and ultimately, vote against the
candidate in the advertisement.
2
Sleeper Effect
http://www.youtube.com/watch?v=3zMy1s8tk_Q
脑白金的广告曾经被很多的所谓广告业内人士评价为缺乏创意和美感的广
告案例。但有趣的是，当年就靠着这在网上被传为“第一恶俗”的广
告，脑白金创下了几十个亿的销售额。
耶鲁学派的研究提出的“睡眠者效应”（Sleeper Effect），即由于时间的间隔使
人们容易忘记传播的来源，而只保留了对内容的模糊记忆。显然，此时内容
倘若不来源于现实世界，实际生活，就不能感动受传者而容易被遗忘；相反
，传播内容真实，有道理，即使人们忘记了其传播来源，同样也能以最终改
变人们的态度而被大众接受。
在信息的实际传播，流动过程中，媒介以传播内容取胜的例子并不少见。与这一
短期条件制约效果相对照的是长效“睡眠者效应”。经过一段时间，由广告
引发的情感反应会与产品名字发生分离，尽管名字还是被记住了。因此，一
则通过不愉快的情绪而使人集中注意力的广告会产生记忆的效果。观众有可
能会认为广告制作者很愚蠢，竟用一种令人生厌的镜头或者令人不快的场景
来做广告，可是日子一长，他们记住的将会是产品，而不是令人不快的反应
。
3
Stealth Buzz Marketing
When RCA records wanted to create a buzz around teen
pop singer Christina Aguilera, it hired a team of young
people to swarm the Web and chat about her on
popular teen sites. Posing as fans, they posted entries
raving about her new material. Just before one of her
albums debuted. RCA also hired a direct marketing
company to email electronic postcards filled with song
snippets to 50,000 Web addresses. The album quickly
went to number one on the charts.
http://www.youtube.com/watch?v=RzS-eFQz2Yw
4
Comparative Advertising
Message compares two recognizable brands on specific
attributes.
Examples:
1. “New OcuClear relieves three times longer than Visine”
2. http://www.youtube.com/watch?v=BxFEM0Z-Uao
3. http://www.youtube.com/watch?v=8pmwJXQnJrU&featu
re=related
5
Comparative Advertising
Some conditions in which it would be advisable to use a
comparative advertising strategy:
1. Comparative advertising may be effective for lowinvolvement products like convenience food
2. New brands that have advantages over existing brands
•
•
Does not merely say it is better than leading brand
Does not compare itself to an obviously superior competitor
3.
Brands that are experiencing decreased sales using
non comparative advertising
But…confrontational approach can result in source
derogation – doubt credibility of a biased presentation
6
ELM – Peripheral Route to Persuasion
It is a low effort route to persuasion
•
A Low-Effort Situation is when the consumers are
unwilling or unable to exert a lot of effort or devote
a lot of emotional resources to processing the
central idea behind a marketing communication.
•
Consumers do not have the motivation, ability or
opportunity to process the information provided.
•
When processing is low, consumers do not form
strong beliefs or accessible, persistent, resistant or
confident attitudes.
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ELM – Peripheral Route to Persuasion
•
Marketers addressing low effort situations must
use marketing strategies involving peripheral
cues such as humor, attractive sources, and
emotion to influence attitudes when consumer
make little effort to process the information.
•
Example: AFLAC - duck
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