Post on 22-Dec-2015
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Chapter 9:Communication and Consumer Behavior• What is Communication?
• Forms (Verbal / non-verbal)… (Dis)advantages
• What are the objectives? Functions?
• Basic Communication Model
9 - 4Copyright 2007 by Prentice Hall
The Communications Process
• The Message Initiator (the Source)• Must have credibility----affects the decoding of the
message
• The Target Audience (the Receivers)• The Medium• The Message
• Feedback - the Receiver’s Response• Encoding ease• Decoding ease
9 - 5Copyright 2007 by Prentice Hall
The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Called buzz agents
• These sources also called opinion leaders
• Includes word of mouth– What factors motivate WOM?
• Informal sources may not always be credible
Issues with Credibility
9 - 6Copyright 2007 by Prentice Hall
Discussion Question
• How have informal sources affected your decision as a consumer?
• Which informal sources are the most powerful? Why? When?
9 - 7Copyright 2007 by Prentice Hall
The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Formal (No for-profit and for-profit)…Why?• Publicity, newspaper articles• Neutral sources have the greatest
credibility
• People know the intentions of commercials-----Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility---- cause related marketing ------easier time selling
• Institutional advertising used to promote favorable company image
Issues with Credibility
9 - 8Copyright 2007 by Prentice Hall
The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Endorser has major influence • Effectiveness related to:
– The message– Synergy between endorser
and type of product– Demographic
characteristics of endorser– Corporate credibility– Endorsement wording
• Sales rep also plays role– Why?
Issues with Credibility
9 - 9Copyright 2007 by Prentice Hall
This ad has strong
synergy between the
endorser and the type of product.
9 - 10Copyright 2007 by Prentice Hall
Discussion Question
• Who do you consider credible spokespeople?
• Why?
• Can you think of certain ads with credible spokespeople?
• Ads with spokespeople who are NOT credible?
9 - 11Copyright 2007 by Prentice Hall
The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Retailers have message credibility
• Why?
• Consumer’s previous experience with product
Issues with Credibility
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The Target Audience (receivers)• Factors influence the decoding of the message?
• Personal characteristics and comprehension• Involvement and congruency• Mood• Barriers to communication
– Psychological noise» Mind is not present» Neighbors are noisy
– How solve it
» Repetition» Quizzes» Contrast» ?
– Selective exposure to messages– Other barriers?
9 - 13Copyright 2007 by Prentice Hall
Feedback The Receiver’s Response
• Final test of marcom is the receiver’s response----- determine effectiveness
• Feedback should be gathered:– Promptly (personal selling effective)– Accurately– Interpersonal communication can be seen
directly. How about mass communication?
9 - 14Copyright 2007 by Prentice Hall
Advertising Effectiveness Research
• Media and message exposure measures– How many consumers received the message– Which consumers received the message
• Message Attention and Interpretation– Physiological measures– Theater tests– Readership surveys– Attitudinal measures
• Message Recall Measures– Day after recall
9 - 17Copyright 2007 by Prentice Hall
Persuasive Communications• Communications strategy
– Must include objectives– Includes cognitive models– Newer models include perception, experience, and memory
• Target Audience– Segmentation is key
• Media Strategy– Consumer profile– Audience profiles
• Message strategy – Involvement theory
• Central and peripheral routes
• Message Structure and presentation• Resonance, message framing, one-sided vs. two-sided messages etc.
9 - 19Copyright 2007 by Prentice Hall
Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Wordplay• Used to create a
double meaning when used with a relevant picture
Message Structure and Presentation
9 - 21Copyright 2007 by Prentice Hall
Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Positive framing• Negative framing• One-sided vs. two-
sided
Message Structure and Presentation
9 - 23Copyright 2007 by Prentice Hall
Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Marketer claims product superiority over another brand
• Useful for positioning
Message Structure and Presentation
9 - 25Copyright 2007 by Prentice Hall
Discussion Question
You are a marketer for your college/university.
• How could you use comparative advertising?
• Do you think it would be effective?
9 - 26Copyright 2007 by Prentice Hall
Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Primacy• Recency• Order of benefits• Brand name
Message Structure and Presentation
9 - 27Copyright 2007 by Prentice Hall
Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Important for learning
Message Structure and Presentation
9 - 28Copyright 2007 by Prentice Hall
Emotional Advertising Appeals
FearHumor
Abrasive advertisingSex in advertising
Audience participation
• Impacts each?