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Communication and Consumer Behavior

This document discusses concepts related to communication and consumer behavior, including the basic communication model, filters in the communication process, the communications process, message initiators and issues with credibility, the target audience, feedback, advertising effectiveness research, designing persuasive communications, message strategy and structure, and emotional advertising appeals. It provides examples and discusses factors that impact the effectiveness of different communication approaches.

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1K views

Communication and Consumer Behavior

This document discusses concepts related to communication and consumer behavior, including the basic communication model, filters in the communication process, the communications process, message initiators and issues with credibility, the target audience, feedback, advertising effectiveness research, designing persuasive communications, message strategy and structure, and emotional advertising appeals. It provides examples and discusses factors that impact the effectiveness of different communication approaches.

Uploaded by

imad
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Communication and

Consumer Behavior
Basic Communication Model
Figure 9.1
Filters in the Communication Process

•Noise

•Selective Attention

•Selective Perception

•Selective Retention

•Selective Recall
The Communications Process
• The Message Initiator (the Source)
• The Sender
• The Receiver
• The Medium
• The Message
• The Target Audience (the Receivers)
• Feedback - the Receiver’s Response
The Message Initiator (source)
Issues with
Credibility
• Credibility of Informal • Includes word of
Sources mouth
• Credibility of Formal • These sources also
Sources called opinion leaders
• Informal sources may
• Credibility of
Spokespersons and not always be
credible
Endorsers
• Message Credibility
The Message Initiator (source)
Issues with
Credibility
• Credibility of Informal • Neutral sources have the
Sources greatest credibility
• Source credibility judged on
• Credibility of Formal past performance,
Sources reputation, service, quality,
• Credibility of spokesperson image,
retailers, social responsibility
Spokespersons and • Institutional advertising used
Endorsers to promote favorable
• Message Credibility company image
The Message Initiator (source)
Issues with
Credibility
• Credibility of Informal • Effectiveness related to:
– The message
Sources
– Synergy between
• Credibility of Formal endorser and type of
Sources product
– Demographic
• Credibility of
characteristics of endorser
Spokespersons and – Corporate credibility
Endorsers – Endorsement wording
• Message Credibility
The Message Initiator (source)
Issues with
Credibility
• Credibility of Informal • Credibility of retailers
Sources • Reputation of the
• Credibility of Formal medium that carries
Sources the ad
• Consumer’s previous
• Credibility of
Spokespersons and experience with
product
Endorsers
• Message Credibility
The idea that both
positive and negative
Sleeper
credibility effects tend
Effect
to disappear after a
period of time.
The Target Audience (receivers)
• Personal characteristics and
comprehension
• Involvement and congruency
• Mood
• Barriers to communication
– Selective exposure to messages
– Psychological noise
Feedback
The Receiver’s Response
• Feedback should be gathered:
– Promptly
– Accurately
Advertising Effectiveness Research
• Media and message exposure measures
– How many consumers received the message
– Which consumers received the message
Designing Persuasive
Communications
• Communications strategy
– Must include objectives
– Includes cognitive models
– Newer models include perception,
experience, and memory
Designing Persuasive
Communications
• Target Audience
– Segmentation is key
• Media Strategy
– Consumer profile
– Audience profiles
Excerpts from Table 9.1 Persuasive
Capabilities and Limitations of Major Media
(Magazines)
• Highly selective • Long lead time
• Selective binding • High clutter
possible • Delayed and indirect
• High quality feedback
production • Rates vary based on
• High credibility circulation and
• Long message life selectivity
• High pass-along rate
Excerpts from Table 9.1 Persuasive
Capabilities and Limitations of Major Media
(Television)
• Low costs per contact • Large audiences
• Long lead time possible
• High clutter • Appeals to many
• Short message life senses
• Viewers can avoid • Emotion and attention
exposure with possible
zapping, etc. • Demonstration possible
• Day-after recall tests • Very high costs overall
for feedback
Designing Persuasive
Communications
• Message Strategy
– Involvement theory
• Central and peripheral routes

Aflac Video
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Wordplay
• Message framing • Used to create a
• Comparative double meaning when
advertising used with a relevant
picture
• Order effects
• Repetition
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Positive framing
• Message framing • Negative framing
• One-sided vs. two-
• Comparative
advertising sided
• Order effects
• Repetition
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Marketer claims
• Message framing product superiority
• Comparative over another brand
• Useful for positioning
advertising
• Order effects
• Repetition
Discussion Question
You are a marketer for your college/university.
• How could you use comparative
advertising?
• Do you think it would be effective?
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Primacy
• Message framing • Recency
• Order of benefits
• Comparative
• Brand name
advertising
• Order effects
• Repetition
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Important for learning
• Message framing
• Comparative
advertising
• Order effects
• Repetition
Emotional Advertising Appeals

Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
Table 9.2 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 is
unrelated to the product.
• Audience demographic factors affect the response to humorous
advertising appeals.
• The nature of the product affects the appropriateness of a humorous
treatment.
• Humor is more effective with existing products than with new
products.
• Humor is more appropriate for low-involvement products and feeling-
oriented products than for high-involvement products.

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