COMMUNICATION AND CONSUMER BEHAVIOR

Basic Communication Model

The Communications Process

The Message Initiator (the Source) The Sender The Receiver ( Intermediary audience, unintended audience) The Medium ( Interpersonal, impersonal, mass media) The Message Feedback - the Receivers Response

The Message Initiator (source)

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

The Message Initiator (source)

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

The Message Initiator (source)

Issues with Credibility

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

This ad has strong synergy between the endorser and the type of product.

The Message Initiator (source)

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 Consumers previous experience with product

Sleeper Effect

The idea that both positive and negative credibility effects tend to disappear after a period of time.

The Target Audience (receivers)

Personal characteristics and comprehension Involvement Mood Barriers to communication

Selective

exposure to messages Psychological noise

Advertising Effectiveness Research

Media and message exposure measures

How

many consumers received the message Which consumers received the message

A People Meter for Television Measurement

Advertising Effectiveness Research

Message Attention and Interpretation

Physiological

measures Readership surveys Attitudinal measures

Message Recall Measures

Day

after recall

Pre testing and post testing of an advertisement.

Trace analysis

The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. The age and condition of cars in a parking lot were used to assess the affluence of customers. The magazines people donated to charity were used to determine people's favorite magazines. Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.

Eye Tracking Research

Reach and frequency

Reach is the number of people who were exposed to the message and frequency is the number of times they were exposed to the message. Both are important for message recall and subsequent benefits.

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

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

Designing Persuasive Communications

Message Structure and Presentation

Central and peripheral route Message framing Comparative advertising Order effects Repetition

Designing Persuasive Communications

Message Structure and Presentation

Resonance Message framing Comparative advertising Order effects Repetition

Positive framing Negative framing One-sided vs. twosided

This ad uses negative framing.

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

Designing Persuasive Communications

Message Structure and Presentation

Resonance Message framing Comparative advertising Order effects Repetition

Primacy Recency Order of benefits

Designing Persuasive Communications

Message Structure and Presentation

Resonance Message framing Comparative advertising Order effects Repetition

Important for learning

Types of audience for message strategy

Righteous audience, social audience and pragmatic audience. Righteous audience respond to message from independent sources while social ones prefer it form an informal source. The pragmatic ones are avid heal hunters prone to choosing the best value for money.

Emotional Advertising Appeals

Fear Humor Abrasive advertising Sex in advertising Audience participation

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 feelingoriented products than for high-involvement products.