An Audience Adaptation Model

 last updated 2/25/2011

  To begin planning a persuasive campaign strategy, develop message concepts/appeals as indicated below:

1st.  Select/create one or more "best arguments" (derived from your audience analysis) that depend on the Central Route (engaged audience) by use of the Rational Model. Identify each of the terms in the model (below) such that the argument you make using the model produces the behavior you want.

[  B + V/M = Attitude --> Behavior  ]

2nd.  Develop/Identify Audience segments

A.  select/create segments from:

a)  groups open to Belief change

b)  groups with change potential in Value/motive saliency

c) consider your ability to access segments with your messages and plan to deliver targeted messages to them.  Availability of pinion leaders may be helpful in selecting segments.

B.  make goals for segments REALISTIC

a)  consider persuasion by degree

b)  remember behavior depends on attitude toward concept(s) and attitude toward behavior(s)

c)  consider situational constraints on messages and behavior.
 

     3rd.  In designing persuasive message systems, for each segment,

Develop initial messages using the rational model (see "1st" above).  Then supplement the rational model by considering:

A.  Sources of messages.

a)  apply source implications from:  balance, congruity, & cognitive dissonance theories

b)  select sources to emphasize: relevant similarities to segment, segment reference groups (perception theory) and other credibility factors

B.  Features for specific messages:

a)  use your "best arguments" (see above) as relevant to the segment you will target

b)  emphasize common ground between source & segment members in your messages:

common experience, shared values/beliefs, reference groups...

c)  make messages receiver oriented - believable and consistent with audience V/Ms.

d) insure messages includes material for creating attention/

comprehension as well as retention/yielding.

C.  Behavioral expectations.  Plan ways to get needed action!

a)  use conditioning/reinforcement techniques, incentives and repetition

b)  consider creating dissonance relevant to behavior (e.g. gain public commitment, preliminary action/behavior (try it out), etc.

c)  provide directions for action -

• Be explicit and simple,

• Give complete directions

• Deal with negative attitudes toward behavior

• Be clear on purpose - so that segment can resolve dissonance/imbalance as you wish them too.

Homework for our next class meeting:
 

• Come prepared with the following Adaptation Model examples based on your campaign topic: 
   
  1. Describe one basic “best argument” using B + V/M = Att. for your campaign
  2. Describe one audience segment for your campaign
  3. Identify one adaptation concerning a message source (from the 3rd step above) for your campaign with an explanation of why this source may be useful for your target segment.