1. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 Chapter 5 Perspectives on Consumer Behavior

2. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 2 Figure 5.1 - A Model of the Communication Process

3. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

4. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Personal Channels Communications Channels Nonpersonal Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media

5. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

6. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

7. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

8. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.2 - Levels of Audience Aggregation 8

9. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.3 - Models of the Response Process 9

10. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy 10

11. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing 11 Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

12. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.6 - The Social Consumer Decision Journey 12

13. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.7 - A Model of Cognitive Response 13

14. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Elaboration Likelihood Model (ELM)  Focuses on the differences in the ways consumers process and respond to persuasive messages  Attitude formation or change process  Depends on the amount and nature of elaboration that occurs in response to a persuasive message  Elaboration likelihood is a function of:  Motivation  Ability 14

15. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

16. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Elaboration Likelihood Model (ELM) Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Central route – ability and motivation to process a message is high and close attention is paid to message content Routes to Attitude Change

17. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.9 - A Framework for Studying How Advertising Works 17