Communication and Consumer Behavior

CHAPTERNINE

Learning Objectives

1. To Understand the Role of the Message’s Source in the Communication Process.

2. To Understand the Role of the Message’s Audience (Receivers) in the Communication Process.

3. To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups.

4. To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages.

5. To Understand How Marketers Measure the Effectiveness of Their Promotional Messages.

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Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across?

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Nonverbal Used for Positioning

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Basic Communication ModelFigure 9.2

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The Source as the Initiator

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The Source - Impersonal and Interpersonal Communications

• Source Credibility• Reference Groups– Normative– Comparative– Membership– Symbolic

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• Informal Sources– Opinion leaders

• Word of Mouth and eWOM– Two-way communication– Social networks– Brand communities– Message boards and

Blogs

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The SourceInformal Sources and Word of Mouth

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• Buzz Agents• Viral Marketing• Tackling negative rumors

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The SourceWord of Mouth – Strategic Applications

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Discussion Questions

• How have informal sources affected your decision as a consumer?

• Which informal sources are the most powerful? Why? When?

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• Institutional advertising

• Publicity• Endorsers

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The SourceCredibility of Formal Sources

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Discussion Questions

• Who do you consider credible spokespeople?• Why?• Can you think of certain ads with credible

spokespeople?• Ads with spokespeople who are NOT credible?

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Why Are Consumers Likely to Perceive This Ad as Credible?

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A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a

Hedonistic Product.

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Credibility of Formal Sources Endorser Effectiveness

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Credibility of Formal Sources Other Credibility Sources

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The Receivers as the Target Audience

• Personal characteristics and motives• Involvement and congruency• Mood• Barriers to communication– Selective exposure to messages– Psychological noise

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Overcoming Psychological Noise

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Media (Channel)

• Mass Media• Nontraditional (New) Media is:

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The Shift From Traditional To Nontraditional Advertising - Figure 9.5

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Nontraditional Media

• Out-of-home and On-the-go– Advertising screens in buildings and transit– Digital billboards on roads– Ambient advertising (in new places)

• Online and Mobile– Includes consumer-generated media– Narrowcast messages

• Interactive TV (iTV)

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Media (Channel)

• Congruence with message– Addressable advertising– Branded entertainment

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Wordplay• Used to create a double

meaning when used with a relevant picture

Message Structure and Presentation

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Which Advertising Technique Is Used in Each Ad, and How So?

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Resonance

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Positive framing• Negative framing

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

Depends on nature of the audience and nature of competition

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Primacy• Recency• Order of benefits• Brand name

Message Structure and Presentation

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Advertising Appeals

• Comparative• Fear• Humor• Abrasive• Sex• Audience participation• Timely• Celebrities

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Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used?

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Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases

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Which Two Advertising Appeals Are Shown in This Ad?

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Humor and Fear Appeal

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Types of Celebrity AppealsTable 9.6

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Discussion Questions

• You are a marketer for your college/university.– How could you use comparative advertising?– Do you think it would be effective?

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Feedback Determining Effectiveness

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Feedback Determining Effectiveness

• Exposure– People meters

• Message Attention, Interpretation, and Recall– Physiological measures– Attitudinal measures– Recall and recognition measures

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