Chapter 9 Communication and Consumer Behavior

Copyright 2007 by Prentice Hall Chapter Outline Components of Communication The Communication Process Designing Persuasive Communications Copyright 2007 by Prentice Hall

Basic Communication Model Figure 9.1 Copyright 2007 by Prentice Hall

The Communications Process The Sender The Receiver The Medium The Message Feedback - the Receiver’s Response Copyright 2007 by Prentice Hall

The Message Initiator (sender) Issues with Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Includes word of mouth These sources also called opinion leaders Informal sources may not always be credible Copyright 2007 by Prentice Hall

The Message Initiator (sender) Issues with Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Neutral sources have the greatest credibility Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility Institutional advertising used to promote favorable company image Copyright 2007 by Prentice Hall

The Message Initiator (sender) Issues with Credibility Effectiveness related to: The message Synergy between endorser and type of product Demographic characteristics of endorser Corporate credibility Endorsement wording Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall

The Message Initiator (sender) Issues with Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Credibility of retailers Reputation of the medium that carries the ad Consumer’s previous experience with product Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Sleeper Effect Copyright 2007 by Prentice Hall

The Target Audience (receivers) Personal characteristics and comprehension Involvement and congruency Mood Barriers to communication Selective exposure to messages Psychological noise Copyright 2007 by Prentice Hall

Feedback The Receiver’s Response Feedback should be gathered: Promptly Accurately Copyright 2007 by Prentice Hall

Advertising Effectiveness Research Media and message exposure measures How many consumers received the message Which consumers received the message Copyright 2007 by Prentice Hall

Advertising Effectiveness Research Message Attention and Interpretation Physiological measures Theater tests Readership surveys Attitudinal measures Message Recall Measures Day after recall Copyright 2007 by Prentice Hall

Designing Persuasive Communications Communications strategy Must include objectives Includes cognitive models Newer models include perception, experience, and memory Copyright 2007 by Prentice Hall

Designing Persuasive Communications Target Audience Segmentation is key Media Strategy Consumer profile Audience profiles Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Excerpts from Table 9.1 Persuasive Capabilities 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 indirect feedback Rates vary based on circulation and selectivity Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major Media (Television) Low costs per contact Long lead time High clutter Short message life Viewers can avoid exposure with zapping, etc. Day-after recall tests for feedback Large audiences possible Appeals to many senses Emotion and attention possible Demonstration possible Very high costs overall Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Strategy Involvement theory Central and peripheral routes Aflac Video Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing Comparative advertising Order effects Repetition Wordplay Used to create a double meaning when used with a relevant picture Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing Comparative advertising Order effects Repetition Positive framing Negative framing One-sided vs. two-sided Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing Comparative advertising Order effects Repetition Marketer claims product superiority over another brand Useful for positioning Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing Comparative advertising Order effects Repetition Primacy Recency Order of benefits Brand name Copyright 2007 by Prentice Hall

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing Comparative advertising Order effects Repetition Important for learning Copyright 2007 by Prentice Hall

Emotional Advertising Appeals Fear Humor Abrasive advertising Sex in advertising Audience participation Copyright 2007 by Prentice Hall

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. Copyright 2007 by Prentice Hall