Communication and Consumer Behavior

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Presentation transcript:

Communication and Consumer Behavior

Figure 9.1 Basic Communication Model Message Channel (Medium) Sender (Source) Receiver (Consumer) Feedback

Elements of 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

Figure 9.2 Ad Depicting Non-Verbal Communication

Issues in Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility

Endorser Credibility Endorser credibility is important when message comprehension is low Match must exist between product attributes and endorser attributes Credibility is higher when endorser’s demographic characteristics are similar to those of target audience Endorser credibility is not a substitute for corporate credibility

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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

Figure 9.3 Comprehensive Communication Model Commercial Non-Profit Individual Formal vs. Informal Verbal vs. Nonverbal 1-sided vs. 2-sided Factual vs. Emotional Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences Mediated by: Involvement Mood Experience Personal Charac. Encodes Message Channel (Medium) Sender (Source) Receiver (Consumer) Decodes Symbols Pictures Words Images Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal Responds Appropriately? Yes No Miscomprehends? Yes Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received No Feedback

Issues in Designing Persuasive Communications Communications strategy Media strategy Message strategy

Communications Strategy Memory Perceptions Experience

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Figure 9.4 Perception/ Experience/ Memory Model of Advertising Pre-experience Exposure Post-experience Exposure Framing Perception Enhancing Experience Organizing Memory Expectation Anticipation Interpretation Sensory Enhancement Social Cueing Branding Interpretation

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Media Strategy Consumer profiles Audience profiles A cost-effective media choice is one that closely matches the advertiser’s consumer profile with the medium’s audience profile.

Emotional Advertising Appeals Fear Humor Amorous advertising Audience participation

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Figure 9.10 Humor to Baby Boomers

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 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.