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Chapter 9

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Communication andConsumer Behavior

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Figure 9.1 Basic Communication Model

Sender(Source)

Receiver(Consumer)

MessageChannel(Medium

)

Feedback

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Elements of theCommunications Process

• The Message Initiator (the Source)• The Sender• The Receiver• The Medium• The Message• The Target Audience (the Receivers)• Feedback - the Receiver’s Response

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Figure 9.2 AdDepicting Non-

VerbalCommunication

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Issues in Credibility

• Credibility of Informal Sources• Credibility of Formal Sources• Credibility of Spokespersons and Endorsers• Message Credibility

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Endorser Credibility• Endorser credibility is important when

message comprehension is low

• Match must exist between product attributesand endorser attributes

• Credibility is higher when endorser’sdemographic characteristics are similar tothose of target audience

• Endorser credibility is not a substitute forcorporate credibility

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SleeperSleeperEffectEffect

The idea that bothpositive and negativecredibility effects tend

to disappear after aperiod of time.

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Barriers to Communication

• Selective Perception– Wandering, Zapping, Zipping, and Channel

Surfing– Combat with Roadblocking

• Psychological Noise– Combat with repeated exposures, contrast in the

copy, and teasers

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Figure 9.3 ComprehensiveCommunication Model

Sender(Source)

Receiver(Consumer)

Message

Channel(Medium

)Decodes

Feedback

RespondsAppropriately

?

Miscomprehends?

Yes

Yes

No

No

CommercialNon-ProfitIndividualFormal vs.Informal

SymbolsPicturesWordsImages

Verbal vs. Nonverbal1-sided vs. 2-sided

Factual vs. Emotional

Paid vs. UnpaidPrint, Broadcast, Electronic

Personal vs. Impersonal

Pretests to Ensure Message Will be ReceivedPosttests to Ensure Message Was Received

SelectiveExposure

IndividualsTarget Audience

Intermediary AudienceUnintended Audiences Mediated by:

InvolvementMood

ExperiencePersonal Charac.

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Issues in Designing PersuasiveCommunications

• Communications strategy• Media strategy• Message strategy

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Communications Strategy

Perceptions

Experience

Memory

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Figure 9.4 Perception/ Experience/Memory Model of Advertising

Pre-experience Exposure Post-experience Exposure

FramingPerception

EnhancingExperience

OrganizingMemory

ExpectationAnticipationInterpretation

CueingBranding

Interpretation

SensoryEnhancement

SocialEnhancement

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Media Strategy

• Consumer profiles

• Audience profiles

A cost-effective media choice is onethat closely matches the

advertiser’s consumer profilewith the medium’s audience profile.

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Newspaper)• Access to large audiences

• Effective for local reach

• Flexible

• Fast

• Feedback possiblethrough couponredemption, etc.

• Not selective

• Short message life

• Clutter

• Cost varies based onad size and vehiclecirculation

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Magazines)• Highly selective

• Selective binding possible

• High quality production

• High credibility

• Long message life

• High pass along rate

• Long lead time

• High clutter

• Delayed and indirectfeedback

• Rates vary based oncirculation andselectivity

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Television)• Large audiences possible

• Appeals to many senses

• Emotion and attentionpossible

• Demonstration possible

• Very high costs overall

• Low costs per contact

• Long lead time

• High clutter

• Short message life

• Viewers can avoidexposure withzapping, etc.

• Day-after recall testsfor feedback

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Radio)• High geographic and

demographic selectivity

• Short lead time

• Relatively inexpensive

• Good local coverage

• Short exposure time

• Audio only

• High clutter

• Zapping possible

• Delayed feedbackthrough day-afterrecall tests

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Internet)• Potential for audience

selectivity

• Customized trackingpossible and otherfeedback tools possible

• Useful for branding andreinforcement ofmessages

• Demographic skew toaudience

• Very high clutter

• Zapping possible

• Great variation inpricing

• Privacy concerns

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Direct Mail)• High audience selectivity

• Personalization possible

• Novel, interesting stimulipossible

• Low clutter

• Perception of junkmail

• Feedback possiblethrough response

• High cost per contact

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Excerpts from Table 9.2 PersuasiveCapabilities and Limitations of Major

Media (Direct Marketing)

• Development ofdatabases

• High audience selectivity

• Relatively free of clutter

• Privacy concerns

• Measurable responses

• Cost per inquiry, costper sale, revenue perad can be calculated

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Table 9.3 Buyer Personalities andAdvertising Strategies

Righteous Social Pragmatic

How might advertising be designedfor these three distinct buyer types?

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Involvement Theory and Persuasion

The Elaboration Likelihood Model (ELM)proposes that marketers use the

•central route to persuasion for highinvolvement products and the

•peripheral route to persuasion for lowinvolvement products

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Figure 9.5Central Routeto Persuasion

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Issues in Message Presentation

• Resonance• Message Framing• One-sided Versus Two-sided Messages• Comparative Advertising• Order Effects• Repetition

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Figure 9.6Resonance

inAdvertising

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Figure 9.7Two-Sided

Appeal

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Figure 9.8 Comparative Advertising

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Figure 9.9ComparativeAdvertising

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Emotional Advertising Appeals

FearHumor

Abrasive advertisingSex in advertising

Audience participation

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Figure 9.10Humor to

Baby Boomers

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Figure 9.11SexualAppeal

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Table 9.4 Impact of Humor on Advertising

•Humor attracts attention.•Humor does not harm comprehension.•Humor is not more effective at increasing persuasion.•Humor does not enhance source credibility.•Humor enhances liking.•Humor that is relevant to the product is superior to humor that isunrelated to the product.

•Audience demographic factors affect the response to humorousadvertising appeals.

•The nature of the product affects the appropriateness of a humoroustreatment.

•Humor is more effective with existing products than with newproducts.

•Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.