1 Chapter 5 Perspectives on Consumer Behavior

2 Figure A Model of the Communication Process

Graphic Pictures Drawings Charts Pictures Drawings Charts Verbal Spoken Word Written Word Song Lyrics Spoken Word Written Word Song Lyrics Musical Arrange- ment Instrum- entation Voices Arrange- ment Instrum- entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical There are many forms of message encoding Encoding

Personal Channels Communications Channels Nonpersonal Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media

Basic Model of Communication  Viral marketing: Propagating marketing-relevant messages with the help of individual consumers  Factors affecting success  Message characteristics  Individual sender or receiver characteristics  Social network characteristics  Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message 5

Basic Model of Communication  Receiver: Person with whom the sender shares thoughts or information  Decoding: Transforming the sender’s message into thought  Heavily influenced by the receiver’s field of experience  Field of experience: The experiences, perceptions, attitudes, and values a person brings to the communication situation 6

Basic Model of Communication  Noise: Unplanned distortion in the communication process  Occurs because the fields of experience of the sender and receiver don’t overlap  Response: Receiver’s set of reactions after seeing, hearing, or reading the message  Feedback: Receiver’s response that is communicated back to the sender 7

Field of experience 8

9 What does it mean? Africa Dead, Bloodshed Middle East/Asian countries Love, sin, lust, strength UK Power, masculinity USA Sex, passion, adultery, hot, spicy, love India Blood, fertility, Ambition, desire

What does it mean? 10 Australia, New Zealand, Philippines, Japan Death, mourning Africa Victory, purity India Creation, rebirth, light

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Figure Levels of Audience Aggregation

1. Personal selling 16

2. Direct Marketing 17

3. Market Segments

4. Mass market  CADBURY AD 19

 COGNITION - LEARN  AFFECT - FEEL  CONNATION/BEHAVIOUR - DO 20

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Figure Models of the Response Process 23

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Men (48 percent) said they like sexual ads, few women did (8 percent) Most men (63 percent) said sexual ads have a high stopping power for them; fewer women thought so (28 percent).

Figure Methods of Obtaining Feedback in the Response Hierarchy 42

Figure Alternative Response Hierarchies –The Three-Orders Model of Information Processing 44 PC, printers, cameras, appliances, cars, house Based on suggestion / impulse buying Cell phone, tires. You generate feelings based on the ad/ exposure. You purchase and then establish attitude.

Figure The Social Consumer Decision Journey 45

Figure A Model of Cognitive Response 46

Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Thoughts about the ad itself Thoughts about the ad itself Source bolstering Source derogation Support arguments Counterarguments Affect attitude toward the ad Affect attitude toward the ad Cognitive Response Categories Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

Product message thoughts: Arguments/Counterarguments 48 Apple vs MS

Source Oriented Thoughts 49

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Ad Execution thoughts 51 E.G: John Lewis Christmas Ads Cannon eye Ads Beautiful Bangladesh ad Liberation War ad

Figure A Framework for Studying How Advertising Works 52