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Communication

andConsumer Behavior

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Basic Communication Model

Sender(Source) Receiver(Consumer)Message Channel(Medium)

Feedback

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The Message Initiator (the Source)

The Sender

The Receiver The Medium

The Message

The Target Audience (the Receivers)

Feedback - the Receivers Response

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Credibility of Informal Sources

Credibility of Formal Sources

Credibility of Spokespersons and EndorsersMessage Credibility

Effects of Time on Source credibility :

The Sleeper Effect

Credibility

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Endorser credibility is important when message

comprehension is low

Match must exist between product attributes

and endorser attributes

Credibility is higher when endorsersdemographic characteristics are similar to those

of target audience

Endorser credibility is not a substitute for

corporate credibility

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Personal Characteristics and Comprehension

Involvement and Congruency

Mood

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Selective Exposure to messages Wandering, Zapping, Zipping, and Channel Surfing

Psychological Noise Combat with repeated exposures, contrast in the

copy, and teasers

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Comprehensive Communication Model

Sender

(Source)

Receiver

(Consumer)

MessageChannel

(Medium)

Decodes

Feedback

Responds

Appropriately

?

Miscomprehends

?

Yes

Yes

No

No

Commercial

Non-ProfitIndividual

Formal vs.

Informal

Symbols

Pictures

Words

Images

Verbal vs. Nonverbal

1-sided vs. 2-sidedFactual vs. Emotional

Paid vs. Unpaid

Print, Broadcast, Electronic

Personal vs. Impersonal

Pretests to Ensure Message Will be Received

Posttests to Ensure Message Was Received

SelectiveExposure

IndividualsTarget Audience

Intermediary Audience

Unintended Audiences Mediated by:

Involvement

Mood

Experience

Personal Charac.

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Communications strategy

Media strategy

Message strategy

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Pre-experience Exposure Post-experience Exposure

Framing

Perception

Enhancing

Experience

Organizing

Memory

ExpectationAnticipation

Interpretation

CueingBranding

Interpretation

SensoryEnhancement

Social

Enhancement

Phase

Effect

Function

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Consumer profiles

Audience profiles

A cost-effective media choice is onethat closely matches the

advertisers consumer profilewith the mediums audience profile.

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Access to largeaudiences

Effective for localreach

Flexible

Fast

Feedback possiblethrough couponredemption, etc.

Not selective

Short message life

ClutterCost varies based on

ad size and vehiclecirculation

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Highly selective

Selective binding

possibleHigh quality production

High credibility

Long message lifeHigh pass along rate

Long lead time

High clutter

Delayed and indirectfeedback

Rates vary based on

circulation and

selectivity

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Large audiences

possible

Appeals to many sensesEmotion and attention

possible

Demonstration possible

Very high costs overall

Low costs per contact

Long lead time

High clutter

Short message lifeViewers can avoid

exposure with

zapping, etc.

Day-after recall

tests for feedback

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High geographic and

demographic selectivity

Short lead timeRelatively inexpensive

Good local coverage

Short exposure time

Audio only

High clutterZapping possible

Delayed feedback

through day-afterrecall tests

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Potential for audience

selectivity

Customized trackingpossible and other

feedback tools possible

Useful for branding and

reinforcement ofmessages

Demographic skew

to audience

Very high clutterZapping possible

Great variation in

pricing

Privacy concernss

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High audience

selectivity

Personalization possibleNovel, interesting

stimuli possible

Low clutter

Perception of junk

mail

Feedback possiblethrough response

High cost per

contact

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Development of

databases

High audience

selectivity

Relatively free of

clutter

Privacy concerns

Measurableresponses

Cost per inquiry,

cost per sale,

revenue per ad canbe calculated

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Righteous Social Pragmatic

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The Elaboration Likelihood Model (ELM)

proposes that marketers use the

central route to persuasion for high

involvement products and the

peripheral route to persuasion for low

involvement products

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Resonance

Message Framing

One-sided Versus Two-sided MessagesComparative Advertising

Order Effects

Repetition

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o Fear

o Humour

o Audience participation

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Prepared by:

Jabal Katakiya (13)

Hardik Rajyaguru (31)