Persuasive Advertising - J. Scott Armstrong [86]
5.6.1. Use a spokesperson who is similar to the customer on relevant traits
Customers are more likely to imagine themselves as users of a product and thus be persuaded if the spokesperson is similar to them. This principle is especially important when sensitive issues are involved.
Here is an example using a sensitive issue: A 1991 ad had the headline, “I has a dream,” and the tagline, “Speak out against Ebonics.” The message was from a source that was similar to the target market: “Brought to you by Atlanta’s Black Professionals.”
Now for an example of a poor match: In 1997, the UK’s Inland Revenue used a buffoonish-looking cartoon character, “Hector the Inspector,” to motivate taxpayers to complete their own tax forms. The campaign failed (Binet 2006).
The similarity principle is often violated. For example, men narrated approximately 90 percent of TV commercials aired in the United States during the period 1971–85, according to a review of 11 studies (Bretl and Cantor 1988). Given that women bought most of the products advertised in the commercials, the matching principle would have called for a higher proportion of women narrators.
Evidence on the effects of matching the spokesperson to the target market
In a field experiment, a saleswoman in a music store asked customers who had just purchased audiotapes to purchase a tape-cleaning kit. She portrayed herself as either similar or dissimilar to the customer by saying whether or not the customers’ tapes were ones she had in her own personal collection. There were 60 customers in each group. When she portrayed herself as similar to them, 66 percent purchased the cleaning kit; when portrayed as dissimilar, only 22 percent purchased it (Woodside and Davenport 1974).
Another field experiment involved 88 customers at a paint store. When the salesperson was similar to the customer, the customers changed their selection to conform to the salesperson’s recommendation for either a more expensive or less expensive paint 64 percent of the time, versus 39 percent when they were not similar (Brock 1965).
Turning to non-experimental data, Stewart and Koslow (1989) analyzed TV commercials that were directed primarily at women-dominated audiences. The ads with women as the principal characters were judged as more persuasive than those with men.
5.6.2. Use a spokesperson whose appearance is consistent with the objectives, product, and target market
In The Republic, Plato stated, “Imagine … a ship in which there is a captain who is taller and stronger than any of the crew, but he is a little deaf and has a similar infirmity in sight, and his knowledge of navigation is not much better.” Plato argued that the crew would not select a competent captain because they would be misled by appearances. Might a spokesperson in an ad also beguile the audience?
Customers judge spokespersons by their looks. This includes their facial features and expression, body type, dress, and mannerisms.
Consider a smiling face. When people smile, they are judged as nicer and more intelligent. This would be relevant for many products, and not for others. For example, it would not be wise for funeral directors to smile in their ads.
This matching principle leans heavily on expert judgments about the product and culture of the target market. It is difficult to provide guidelines for what is appropriate, but “you’ll probably know it when you see it.”
Evidence on the effects of matching appearance
Subjects were shown photographs of salesmen who called on health care and convenience stores. Compared with those in casual dress, salesmen in traditional business attire were judged having greater product knowledge, representing a more ethical company with higher-quality products, and providing better service (Stuart and Fuller 1991).
In a lab experiment, 90 subjects viewed 15 photographs in which an individual wore no glasses, traditional eyeglasses, or sunglasses. Compared with no glasses, traditional glasses