9 - 1 Chapter 9: Communication and Consumer Behavior What is Communication? Forms (Verbal /...

9 - 1

Chapter 9:Communication and Consumer Behavior• What is Communication?

• Forms (Verbal / non-verbal)… (Dis)advantages

• What are the objectives? Functions?

• Basic Communication Model


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


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


Discussion Question

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

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







• 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








• 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?



This ad has strong

synergy between the

endorser and the type of product.


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?







• Retailers have message credibility

• Why?

• Consumer’s previous experience with product


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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?


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?


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


Nielson Ratings at Zap2it.com

weblink


Comprehensive Communication Model


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.


The Three Phases and Flow


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

Wordplay on SUV





• Positive framing• Negative framing• One-sided vs. two-

sided


This ad uses negative framing.





• Marketer claims product superiority over another brand

• Useful for positioning


A comparative

ad


Discussion Question

You are a marketer for your college/university.

• How could you use comparative advertising?

• Do you think it would be effective?





• Primacy• Recency• Order of benefits• Brand name






• Important for learning



Emotional Advertising Appeals

FearHumor

Abrasive advertisingSex in advertising

Audience participation

• Impacts each?

9 - 1 Chapter 9: Communication and Consumer Behavior What is Communication? Forms (Verbal /...

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