1. Communication and Consumer Behavior
CHAPTER
NINE
Communication and Consumer Behavior

2. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
To Understand the Role of the Message’s Source in the Communication Process.
To Understand the Role of the Message’s Audience (Receivers) in the Communication Process.
To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups.
To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages.
To Understand How Marketers Measure the Effectiveness of Their Promotional Messages.
Here is an outline for the topics in Chapter Nine.
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Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across?
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4. Nonverbal Used for Positioning
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5. Basic Communication Model Figure 9.2
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6. The Source as the Initiator
Formal Communication Source
Marketer or organization
Informal Source
A parent, friend or other consumer
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7. The Source - Impersonal and Interpersonal Communications
Source Credibility
Reference Groups
Normative
Comparative
Membership
Symbolic
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8. The Source Informal Sources and Word of Mouth
Opinion leaders
Word of Mouth and eWOM
Two-way communication
Social networks
Brand communities
Message boards and Blogs
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9. The Source Word of Mouth – Strategic Applications
Buzz Agents
Viral Marketing
Tackling negative rumors
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Discussion Questions
How have informal sources affected your decision as a consumer?
Which informal sources are the most powerful? Why? When?
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11. The Source Credibility of Formal Sources
Institutional advertising
Publicity
Endorsers
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Discussion Questions
Who do you consider credible spokespeople?
Why?
Can you think of certain ads with credible spokespeople?
Ads with spokespeople who are NOT credible?
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13. Why Are Consumers Likely to Perceive This Ad as Credible?
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A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a Hedonistic Product.
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15. Credibility of Formal Sources Endorser Effectiveness
Effectiveness is related to the message and its ease of comprehension
Synergy between the endorser and the product types is important.
Endorser’s demographic characteristics should be similar to the target
Endorser credibility is not a substitute for corporate credibility
Endorser’s words must be realistic for them
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16. Credibility of Formal Sources Other Credibility Sources
Vendor Credibility
The reputation of the retailers
Medium Credibility
The credibility of the magazine, website, or radio station
Effects of time
The sleeper effect phenomenon when the consumer does not remember the source
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17. The Receivers as the Target Audience
Personal characteristics and motives
Involvement and congruency
Mood
Barriers to communication
Selective exposure to messages
Psychological noise
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18. Overcoming Psychological Noise
Repeating exposure to advertising messages
Contrast to break through clutter
Customized promotion messages
Effective positioning
Offering unique value propositions
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Media (Channel)
Mass Media
Nontraditional (New) Media is:
Addressable
Customized and addressed to different receivers
Interactive
Receivers can interact with the sender
Response measurable
Receiver's response can be measured
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20. The Shift From Traditional To Nontraditional Advertising - Figure 9.5
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Nontraditional Media
Out-of-home and On-the-go
Advertising screens in buildings and transit
Digital billboards on roads
Ambient advertising (in new places)
Online and Mobile
Includes consumer-generated media
Narrowcast messages
Interactive TV (iTV)
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Media (Channel)
Congruence with message
Addressable advertising
Branded entertainment
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23. Designing Persuasive Communications
Message Structure and Presentation
Wordplay
Used to create a double meaning when used with a relevant picture
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
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24. Which Advertising Technique Is Used in Each Ad, and How So?
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Resonance
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26. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
Positive framing
Negative framing
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27. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
Depends on nature of the audience and nature of competition
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28. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
Primacy
Recency
Order of benefits
Brand name
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Advertising Appeals
Comparative
Fear
Humor
Abrasive
Sex
Audience participation
Timely
Celebrities
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30. Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used?
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Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases
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32. Which Two Advertising Appeals Are Shown in This Ad?
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33. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Humor and Fear Appeal
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34. Types of Celebrity Appeals Table 9.6
Definition
Testimonial
Based on person usage, a celebrity attests to the quality of the product or service
Endorsement
Celebrity lends his or her name and appears on behalf of a product or service with which he or she may or may not be an expert
Actor
Celebrity presents a product or service as part of a character endorsement
Spokesperson
Celebrity represents the brand or company over an extended period of time.
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Discussion Questions
You are a marketer for your college/university.
How could you use comparative advertising?
Do you think it would be effective?
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36. Feedback Determining Effectiveness
Exposure effects
How many consumers received the message?
Persuasion effects
Was the message received and interpreted correctly?
Sales effects
Did the ads increase sales?
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37. Feedback Determining Effectiveness
Exposure
People meters
Message Attention, Interpretation, and Recall
Physiological measures
Attitudinal measures
Recall and recognition measures
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Chapter Nine Slide