Mcom 341-9 Communication
- 1. Communication & Consumer behavior
- 2. Class objectivesOutline the consumer perception process & explain why “perception is reality”Explain the human communication process and how it impacts advertisingDiscuss various influenceson consumer behaviorDiscuss consumers’ motivations Describe how a consumer’s level of involvement with a product influences themOutline the steps of the consumer purchase decision process
- 3. The Human Communication ProcessSourceEncodingMessageChannel Noise DecodingReceiverFeedback
- 4. IN LIFE…Source:Your friend AnnMessage:Coffee InvitationChannel:Text messageReceiver:YouYouKate & AnnCant. Studying. :(Im w K8 @ *$. Join us?
- 5. In Advertising…Source:The sponsor, EvianMessage:The adChannel:The medium, printReceiver:The consumerEvian ad uses a symbol to encode its message
- 6. BROKEN CODESometimes the receiver (consumer) doesn’t decode the message (ad) the way the source (advertiser) intended.Example: Groupon ad http://www.youtube.com/watch?v=87RrhRyD-Pc
- 7. Crack the code… Can you accurately decode the advertising slogans in these 2 exercises?
- 8. Feedback in advertisingDirecTV offers interactive advertising that allows consumers to give feedback, receive information, or redeem offers.
- 9. noiseAdvertisers compete with thousands of others for their message to be heard by consumers, i.e. noise.
- 10. Consumer behaviorConsumer behavior: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants.What makes her like this dress?
- 11. personal processesPerception: the personalized way we sense, interpret and comprehend stimuli.PERSONAL PROCESSESPerceptionLearning & PersuasionMotivationLearning: a permanent change in thought process or behavior that occurs as a result of reinforced experience.Persuasion: a change in belief, attitude or behavioral intention caused by promotional communication (e.g. ads).Motivation: the underlying forces (motives) that contribute to our actions
- 12. Example: COOKIESPerception: I smell chocolate chip cookies, and they smell delicious.Learning: I follow the recipe on the back of the bag and make cookies that are just as delicious.Persuasion: I believe that Hershey’s makes the best chocolate chips, so they’re the only ones I use when I bake.Motivation: By sharing cookies with my friends, they will see that I like them.
- 13. PerceptionPhysiological Screens (Sensory)All these layers make it hard for advertisers to achieve consumer perception.Psychological Screens (Emotional)Physical Data(Stimuli)Cognition(Awareness)Mental Files (Memory)Ad/commercial
- 14. Promotion
- 15. News item
- 16. Product/store
- 17. Price tag
- 18. Conversation
- 19. Sight
- 20. Hearing
- 21. Touch
- 22. Taste
- 23. Smell
- 24. Personality
- 25. Self-concept
- 26. Attitudes
- 27. Beliefs
- 28. Habits
- 29. Information
- 30. Needs
- 32. Example: HIGHWAY BILLBOARDPhoto: frankwbaker.comPsychological ScreenI’m not 21 yet
- 33. I don’t drink alcohol
- 34. Bothered by portrayal of womanPhysiological ScreenBig truck in front of my car blocks ad from view
- 35. I’m walking, ad is too high for me to seeStimulusBillboardadSELECTIVE PERCEPTION
- 36. Example: online adStimulusOnline display ad appears on fave web sitePhysiological ScreenI notice the ad while reading a storyPsychological ScreenThe ad reinforces my habit of shopping for clothes at LOFT
- 37. The ad appeals to my self-concept (fun, feminine)CognitionThe ad makes it through my screens and achieves awarenessMental FilesI want to shop for dresses and decide to visit LOFT this weekPhoto: visualeditors.com
- 38. LOGO EXERCISEHow many of these company logos made it through our filters? http://www.sporcle.com/games/corplogos.php
- 39. Learning and PersuasionHigh Engagement: I’m HungryExample: Pizza Hut product placement On FX TV series “The League”StimulusNeed/WantDrive to RespondResponse ReinforcedSatisfactionDissatisfactionPhoto: xiaoxiazhuang.com
- 40. Learning & persuasionLow Engagement: I Don’t Want/Need ShoesThis ad for Keds aims to create a positive attitude so consumers will remember the brand when the need/want is stimulated.
- 41. Results of LearningBrand LoyaltyHabitBrand InterestExample: dishwashers in Japan“My Danby dishwasher has become an essential part of my cleaning routine. When I need a new dishwasher, I’ll buy a Danby.” Danby = cheap, high quality.Japanese culture doesn’t embrace labor savings or space of traditional dishwashers.Brands focused on hygiene, small machines instead.Use dishwasher after each dinner.AttitudeDanby countertop dishwasherPhoto: appliancist.com
- 42. Needs are basic & often instinctiveWants are learned during lifetimeMaslow’s hierarchy of needsMotivationMotivation: underlying forces driving decisionsInsert ex. 5-5, p. 154Maslow’s Hierarchy tablePosition = 0.35” horiz, 3.5” verticalSize = 8.2” WIDEResolution = 300 dpi
- 43. MotivationPorsche ad hints at multiple levels of needs: Physiological
- 44. Esteem
- 45. Self-actualizationMotivationRossiter & Percy’s fundamental motivesNegative Motives: problem removal or avoidancePositive Motives: benefit, bonus or reward
- 46. CONSUMER InfluencesInterpersonalFamilyCultureSociety:Reference Groups & Opinion LeadersWhat brands, products does your family buy?What are the cultural preferences for the product?The groups whose approval matters: what do they think?
- 47. Decision processYour friend Chris’ mp3 player just broke.He’ll go through these decision steps while considering a new purchase:Need: a new mp3 player.Determine alternatives.Assess and choose.Buy mp3 player at store X.Determine satisfaction.Problem recognition.Information search.Evaluation and selection.Store choice and purchase.Postpurchase behavior.
- 48. Decision processEvoked set = valid product alternatives.
- 49. Decision processEvaluative criteria = the standards a consumer uses to judge the features & benefits of alternative products.
- 50. Decision processCognitive dissonance = consumer’s justification of his/her behavior by reducing the dissonance (inconsistency) between their cognitions (perceptions, beliefs) and reality.
- 51. Decision processPostpurchase evaluation= the phase where a consumer evaluates whether an exchange was satisfying or not and reinforces or rejects the decision, updates mental files.