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.
