1. Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Communication and Consumer Behavior Chapter 9 Communication and Consumer Behavior

2. 9 - 2 Copyright 2007 by Prentice Hall Chapter Outline Components of Communication The Communication Process Designing Persuasive Communications

3. 9 - 3 Copyright 2007 by Prentice Hall Basic Communication Model Figure 9.1

4. 9 - 4 Copyright 2007 by Prentice Hall 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

5. 9 - 5 Copyright 2007 by Prentice Hall The Message Initiator (source) 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 Issues with Credibility

6. 9 - 6 Copyright 2007 by Prentice Hall Discussion Question How have informal sources affected your decision as a consumer? Which informal sources are the most powerful? Why? When?

7. 9 - 7 Copyright 2007 by Prentice Hall The Message Initiator (source) 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 Issues with Credibility

8. 9 - 8 Copyright 2007 by Prentice Hall The Message Initiator (source) Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Effectiveness related to: –The message –Synergy between endorser and type of product –Demographic characteristics of endorser –Corporate credibility –Endorsement wording Issues with Credibility

9. 9 - 9 Copyright 2007 by Prentice Hall This ad has strong synergy between the endorser and the type of product.

10. 9 - 10 Copyright 2007 by Prentice Hall Discussion Question Who do you consider credible spokespeople? Why? Can you think of certain ads with credible spokespeople? Ads with spokespeople who are NOT credible?

11. 9 - 11 Copyright 2007 by Prentice Hall The Message Initiator (source) 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 Issues with Credibility

12. 9 - 12 Copyright 2007 by Prentice Hall Sleeper Effect The idea that both positive and negative credibility effects tend to disappear after a period of time.

13. 9 - 13 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

14. 9 - 14 Copyright 2007 by Prentice Hall Feedback The Receiver’s Response Feedback should be gathered: –Promptly –Accurately

15. 9 - 15 Copyright 2007 by Prentice Hall Advertising Effectiveness Research Media and message exposure measures –How many consumers received the message –Which consumers received the message

16. 9 - 16 Copyright 2007 by Prentice Hall Comscore Media Metrix weblink

17. 9 - 17 Copyright 2007 by Prentice Hall Nielson Ratings at Zap2it.com weblink

18. 9 - 18 Copyright 2007 by Prentice Hall A People Meter for Television Measurement

19. 9 - 19 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

20. 9 - 20 Copyright 2007 by Prentice Hall Eye Tracking Research weblink

21. 9 - 21 Copyright 2007 by Prentice Hall Comprehensive Communication Model - Figure 9-6

22. 9 - 22 Copyright 2007 by Prentice Hall Designing Persuasive Communications Communications strategy –Must include objectives –Includes cognitive models –Newer models include perception, experience, and memory

23. 9 - 23 Copyright 2007 by Prentice Hall The Three Phases and Flow Figure 9-7

24. 9 - 24 Copyright 2007 by Prentice Hall Designing Persuasive Communications Target Audience –Segmentation is key Media Strategy –Consumer profile –Audience profiles

25. 9 - 25 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

26. 9 - 26 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

27. 9 - 27 Copyright 2007 by Prentice Hall Designing Persuasive Communications Message Strategy –Involvement theory Central and peripheral routes Aflac Video

28. 9 - 28 Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Wordplay Used to create a double meaning when used with a relevant picture Message Structure and Presentation

29. Wordplay on SUV

30. 9 - 30 Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Positive framing Negative framing One-sided vs. two- sided Message Structure and Presentation

31. This ad uses negative framing.

32. 9 - 32 Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Marketer claims product superiority over another brand Useful for positioning Message Structure and Presentation

33. A comparative ad

34. 9 - 34 Copyright 2007 by Prentice Hall Discussion Question You are a marketer for your college/university. How could you use comparative advertising? Do you think it would be effective?

35. 9 - 35 Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Primacy Recency Order of benefits Message Structure and Presentation

36. 9 - 36 Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Important for learning Message Structure and Presentation

37. 9 - 37 Copyright 2007 by Prentice Hall Emotional Advertising Appeals Fear Humor Abrasive advertising Sex in advertising Audience participation

38. 9 - 38 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.