McGUIRES’ PERSUASION MATRIX
Advertising is persuasive communication designed to create behavioral or attitudinal changes, usually culminating in the form of a purchase.
When changing attitudes through advertising, there are many factors to consider.
One must choose a source that is attractive to the target audience, a message that will break through the clutter, and a channel that will maximize comprehension.
Advertisers keep the persuasion matrix in mind to persuade the customers to purchase products they advertise. This matrix brings together multiple elements to be considered in the construction and evaluation of persuasive messages.
McGuire has provided a complete how-to guide for the creation of persuasive messages aimed at inducing an attitude change and/or a purchase action.
In this time of measuring advertising not just by sales but through brand preference and loyalty, a method of connecting with customers on many levels, such as this, is crucial.
The matrix consists of dependent and independent variables. The dependent variables are the elements that finally lead to persuasion. These elements are addressed using the independent variables (communication components) as shown in the figure above.
The five classes include source; message; channel (medium); receiver (audience); and destination (response target). Destination has to do with the type of target behavior desired. What is extent of the behavior desired? What is it that we really want people to do?
How can we get them to do it? What messages (verbal and visual) will resonate with the intended audience and help them to perform the desired behavior?
The dependent variables can be explained as:
1. Message presentation
This includes deciding what information to give the audience, how to give it and through what medium.
2. Attention
Even with exposure to message, attention is not guaranteed. In this world of sensory overload, it is necessary for the human mind to accept only a small portion of the deluge of information it receives. Selective perception helps the mind bring information into manageable portions. This involves attracting the attention of the target audience i.e. the source and message elements come into play.
3. Comprehension
The step in the attitude change process requires the receiver to grasp the full meaning and implications of the message. It must not only be heard, but also understood and contemplated.
4. Agreement/ yielding
After comprehension, an opinion must arise about the believability and validity of the persuasive message. Agreement with the message can be influenced by a number of factors, both internal (such as previously held beliefs) and external (the perception of the source as being credible or the type of appeal used, for examples). Retention
Remembering the accepted information is the fifth step in the process. A substantial amount of time may pass between the conveyance of the message and the actual moment a purchase decision is made, as in the grocery or department store.
The placement of this information into memory does not mean that it is not susceptible to decay. Delayed processing also affects the storage and reprocessing of information.
5. Behaviour
This step is especially important to those measuring advertising's effectiveness through increased sales. Behaviour here means the actual process of purchase.
Despite the fact that an individual alone can experience the entire process as he or she goes through it, research has shown that actions do not necessarily follow attitudes.
In other words, people often don't know why they do the things they do That is why further investigation into attitude change is necessary.
Advertising is persuasive communication designed to create behavioral or attitudinal changes, usually culminating in the form of a purchase.
When changing attitudes through advertising, there are many factors to consider.
One must choose a source that is attractive to the target audience, a message that will break through the clutter, and a channel that will maximize comprehension.
Advertisers keep the persuasion matrix in mind to persuade the customers to purchase products they advertise. This matrix brings together multiple elements to be considered in the construction and evaluation of persuasive messages.
McGuire has provided a complete how-to guide for the creation of persuasive messages aimed at inducing an attitude change and/or a purchase action.
In this time of measuring advertising not just by sales but through brand preference and loyalty, a method of connecting with customers on many levels, such as this, is crucial.
The matrix consists of dependent and independent variables. The dependent variables are the elements that finally lead to persuasion. These elements are addressed using the independent variables (communication components) as shown in the figure above.
The five classes include source; message; channel (medium); receiver (audience); and destination (response target). Destination has to do with the type of target behavior desired. What is extent of the behavior desired? What is it that we really want people to do?
How can we get them to do it? What messages (verbal and visual) will resonate with the intended audience and help them to perform the desired behavior?
The dependent variables can be explained as:
1. Message presentation
This includes deciding what information to give the audience, how to give it and through what medium.
2. Attention
Even with exposure to message, attention is not guaranteed. In this world of sensory overload, it is necessary for the human mind to accept only a small portion of the deluge of information it receives. Selective perception helps the mind bring information into manageable portions. This involves attracting the attention of the target audience i.e. the source and message elements come into play.
3. Comprehension
The step in the attitude change process requires the receiver to grasp the full meaning and implications of the message. It must not only be heard, but also understood and contemplated.
4. Agreement/ yielding
After comprehension, an opinion must arise about the believability and validity of the persuasive message. Agreement with the message can be influenced by a number of factors, both internal (such as previously held beliefs) and external (the perception of the source as being credible or the type of appeal used, for examples). Retention
Remembering the accepted information is the fifth step in the process. A substantial amount of time may pass between the conveyance of the message and the actual moment a purchase decision is made, as in the grocery or department store.
The placement of this information into memory does not mean that it is not susceptible to decay. Delayed processing also affects the storage and reprocessing of information.
5. Behaviour
This step is especially important to those measuring advertising's effectiveness through increased sales. Behaviour here means the actual process of purchase.
Despite the fact that an individual alone can experience the entire process as he or she goes through it, research has shown that actions do not necessarily follow attitudes.
In other words, people often don't know why they do the things they do That is why further investigation into attitude change is necessary.