1. Chapter 9 Communication and Consumer Behavior

2. Copyright 2007 by Prentice Hall
Chapter Outline
Components of Communication
The Communication Process
Designing Persuasive Communications
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3. Basic Communication Model
Figure 9.1
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4. The Communications Process
The Sender
The Receiver
The Medium
The Message
Feedback - the Receiver’s Response
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5. 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
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6. 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
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7. 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
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8. Copyright 2007 by Prentice Hall

9. 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
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Sleeper Effect
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11. The Target Audience (receivers)
Personal characteristics and comprehension
Involvement and congruency
Mood
Barriers to communication
Selective exposure to messages
Psychological noise
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12. Feedback The Receiver’s Response
Feedback should be gathered:
Promptly
Accurately
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13. Advertising Effectiveness Research
Media and message exposure measures
How many consumers received the message
Which consumers received the message
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14. Advertising Effectiveness Research
Message Attention and Interpretation
Physiological measures
Theater tests
Readership surveys
Attitudinal measures
Message Recall Measures
Day after recall
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15. Designing Persuasive Communications
Communications strategy
Must include objectives
Includes cognitive models
Newer models include perception, experience, and memory
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16. Designing Persuasive Communications
Target Audience
Segmentation is key
Media Strategy
Consumer profile
Audience profiles
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17. 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
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18. 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
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19. Designing Persuasive Communications
Message Strategy
Involvement theory
Central and peripheral routes
Aflac Video
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20. 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
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22. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Positive framing
Negative framing
One-sided vs. two-sided
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24. 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
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26. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Primacy
Recency
Order of benefits
Brand name
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27. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Important for learning
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28. Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
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29. 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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