Communication and Consumer Behavior
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This document outlines key concepts in communication and consumer behavior including: - The basic communication model involves a message initiator, sender, receiver, medium, message, target audience, and feedback. - Source credibility is important, and comes from informal sources like word of mouth, formal sources like companies, and spokespeople/endorsers. - When designing persuasive communications, marketers must consider objectives, target audiences through segmentation, and message strategies involving framing, comparisons, and order effects. - Different media like magazines and television each have strengths and limitations for delivering marketing messages. Emotional appeals and humor can also impact message effectiveness depending on the audience and product.
Communication and Consumer Behavior
- 1. 9 - 1 Chapter 9 Communication & Consumer Behavior Prepared By: Mr. Nishant Agrawal
- 2. 9 - 2 Chapter Outline • Components of Communication • The Communication Process • Designing Persuasive Communications
- 3. 9 - 3 Basic Communication Model Figure 9.1
- 4. 9 - 4 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 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 • Casual sources may not always be credible Issues with Credibility
- 6. 9 - 6 The Credibility and Dynamics of Informal Source and WOM • Opinion leadership is process by which one person informally influence the action or attitude of others who may be opinion seekers – They often base their product comments on firsthand experience, their advice reduces the opinion receivers perceived risk – They tend to category specific that is opinion leaders often specialize in certain product category about which they offer information and advice.
- 7. 9 - 7 Discussion Question • How have informal sources affected your decision as a consumer? • Which informal sources are the most powerful? Why? When?
- 8. 9 - 8 The Message Initiator (source) • Credibility of Informal Sources • Credibility of Formal Sources • Credibility of Spokespersons and Endorsers • Message Credibility • Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility Issues with Credibility
- 9. 9 - 9 The Message Initiator (source) • Credibility of Informal Sources • Credibility of Formal Sources • Credibility of Spokespersons and Endorsers • Message Credibility • Effectiveness related to: – The message itself – Interaction between endorser and type of product – Demographic – Corporate credibility Issues with Credibility
- 10. 9 - 10 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 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 Sleeper Effect / source amnesia The idea that both positive and negative sincerity effects tend to disappear after a period of time.
- 13. 9 - 13 The Target Audience (receivers) • Personal characteristics and understanding • Involvement and congruency / agreement – How much attention is paid to the message and how carefully it is decided. • Mood (cheerfulness or unhappiness ) • Barriers to communication – Selective experience to messages – Psychological noise
- 14. 9 - 14 Opinion Leader as Thought Leaders • Opinion leadership is process by which one person informally influence the action or attitude of others who may be opinion seekers. • Why is Opinion Leader Topical / Relevant? – Opinion leadership is becoming a high priority strategy for brands. Buzz or word-of-mouth consumer referrals and viral marketing are some of the strategies strongly linked to opinion leadership. – Opinion leadership provides the credibility that support consumer confidence in brands. – Opinion leadership involves the informal communication of one consumer (leader) to another consumer (opinion seeker).
- 15. 9 - 15 Targeting Consumers Through New Media 1. Addressable – Customized and addressed to particular receiver 1. Interactive – Receivers can interact with sender during its transmission 1. Response measurable – Receiver’s response to a promotional message Can be measured more precisely – Online and mobile media
- 16. 9 - 16 Designing Persuasive Communications • Communications strategy – Must include objectives – Includes cognitive models – Newer models include perception, experience, and memory
- 17. 9 - 17 Designing Persuasive Communications • Target Audience – Segmentation is key • Media Strategy – Consumer profile – Audience profiles
- 18. 9 - 18 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
- 19. 9 - 19 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
- 20. 9 - 20 Designing Persuasive Communications • Message Strategy – Involvement theory • Central and peripheral routes
- 21. 9 - 21 Designing Persuasive Communications • Resonance • Message framing • Comparative advertising • Order effects • Used to create a double meaning when used with a relevant picture Message Structure and Presentation
- 22. 9 - 22 Designing Persuasive Communications • Resonance • Message framing • Comparative advertising • Order effects • Positive framing • Negative framing • One-sided vs. two-sided Message Structure and Presentation
- 24. 9 - 24 Designing Persuasive Communications • Resonance • Message framing • Comparative advertising • Order effects • Marketer claims product superiority over another brand • Useful for positioning Message Structure and Presentation
- 25. A comparative ad
- 26. 9 - 26 Discussion Question You are a marketer for your college/university. • How could you use comparative advertising? • Do you think it would be effective?
- 27. 9 - 27 Designing Persuasive Communications • Resonance • Message framing • Comparative advertising • Order effects • Order of benefits – Primacy • First Product greater effect – Recency • Last product greater effect Message Structure and Presentation
- 28. 9 - 28 Emotional Advertising Appeals Fear Humor Abrasive advertising Audience participation Celebrities
- 29. 9 - 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.
- 30. 9 - 30 End of Session “Success is walking from failure to failure with no loss of enthusiasm”
Editor's Notes
- #9: Institutional advertising used to promote favorable company image