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Attitude is an individual’s overall evaluation of objects, products, services, issues, or people, and it sticks and is difficult to change.
The Elaboration Likelihood Model
The Elaboration Likelihood Model
Central Route:
Path to persuasion where the consumer has high involvement, motivation, and/or ability to process a message.
Central Cues:
Information presented in a message about the product itself, its attributes, or the consequences of its use.
The Elaboration Likelihood Model
The peripheral route:
Path to persuasion where the consumer has low involvement, motivation and/or ability to process a message.
Peripheral Cues:
Non-product related information presented in a message.
The Process:
Factors Effecting:
YOU
+
Therefore +
Actions
Reactions
Choices
Opinions
Qualities
Opinion
BRAND
+
FIGURE
Nature of Controversy:
YOU
-
Therefore -
Opinion
Political
Social
Environmental
Ethical
Ideological
BRAND
+
FIGURE
Here are 6 celebrities. Given their personalities, attitudes and opinions, who should be sponsored?
Public backlash after not standing behind James Gunn
Feminist backlash after seen wearing dress on cold day
"Coloured Actors" controversy of 2015
Chris Pratt Jennifer Lawrence Benedict Cumberbatch
2016 Kimi Raikonnen Arguement
Break down at umpire over coaching incident
"George Bush hates black people" Incident
Serena Williams Daniel Ricciardo Kanye West
Celebrities tend to become more associated with a product than the actual attributes of the product, making it difficult for a brand to remove itself from a celebrity's influence.
Great cost associated with the sponsorship.
Risk of choosing a celebrity that is too distantly related to a product, resulting in consumers potentially feeling that same distance, rather than feeling encouraged to purchase the product.
Electronic Arts Disney Nike
Marked Date: Firing of James Gunn after Edgy Jokes
Marked Date: "Lootbox controversy"
Marked Date = Kaepernick Controversy
Schemas: a cognitive representation that provides meaning to that entity
Exemplar- a concept within a schema that is the single best representative of some category
What does NIKE aim to do ?
Cognitive schemas will related to this mission?
"Michael Vick was indicted by a federal jury for his involvement with dog fighting, Nike decided to withdraw his sponsorship for the newest shoe and announced Nike’s position of zero tolerance of animal cruelty. "
Three Elements:
Locus: Judgements of who is responsible for an event
Stability: Likelihood that the event will occur again
negative actions and dog fighting on a repeated basis
Control: Extent to which an outcome was controllable or not
wrong
fighting was practiced
Control
Liu Xiang is the top athlete endorser in China. After his injury at the Games, companies like Visa are rethinking ad strategies.
Tony Abbott says all dodgy imported frozen berries will be stopped at the border in the wake of Hepatitis A scare.
Japan actress, Sakai has served as an anti-drug ambassador
but sentenced for drug use.
Stability
Locus
"Relatively enduring overall evaluations of objects, products, services, issues or people."