CCommunication and consumer behavior

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Communication and Consumer Behavior

Communication and its influence on Consumer Behavior

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Chapter Outline

• Components of Communication

• The Communication Process

• Designing Persuasive Communications

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Basic Communication ModelFigure 9.1

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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

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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

• Informal sources may not always be credible

Issues with Credibility

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Discussion Question

• How have informal sources affected your decision as a consumer?

• Which informal sources are the most powerful? Why? When?

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The Message Initiator (source)

• 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

Issues with Credibility

9 - 8Copyright 2007 by Prentice Hall

The Message Initiator (source)

• 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– Endorsement wording

Issues with Credibility

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This ad has strong

synergy between the

endorser and the type of product.

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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?

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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

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Sleeper Effect

The idea that both positive and negative credibility effects tend

to disappear after a period of time.

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The Target Audience (receivers)

• Personal characteristics and comprehension

• Involvement and congruency

• Mood

• Barriers to communication– Selective exposure to messages– Psychological noise

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Feedback The Receiver’s Response

• Feedback should be gathered:– Promptly– Accurately

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Advertising Effectiveness Research

• Media and message exposure measures– How many consumers received the

message– Which consumers received the message

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Comscore Media Metrix

weblink

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Nielson Ratings at Zap2it.com

weblink

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A People Meter for Television Measurement

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Advertising Effectiveness Research

• Message Attention and Interpretation– Physiological measures– Theater tests– Readership surveys– Attitudinal measures

• Message Recall Measures– Day after recall

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Eye Tracking Research

weblink

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Comprehensive Communication Model - Figure 9-6

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Designing Persuasive Communications

• Communications strategy– Must include objectives– Includes cognitive models– Newer models include perception,

experience, and memory

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The Three Phases and Flow Figure 9-7

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Designing Persuasive Communications

• Target Audience– Segmentation is key

• Media Strategy– Consumer profile– Audience profiles

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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

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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

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Designing Persuasive Communications

• Message Strategy– Involvement theory

• Central and peripheral routes

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Designing Persuasive Communications

• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Wordplay• Used to create a

double meaning when used with a relevant picture

Message Structure and Presentation

Wordplay on SUV

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Designing Persuasive Communications

• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Positive framing• Negative framing• One-sided vs. two-

sided

Message Structure and Presentation

This ad uses negative framing.

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Designing Persuasive Communications

• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Marketer claims product superiority over another brand

• Useful for positioning

Message Structure and Presentation

A comparative

ad

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Discussion Question

You are a marketer for your college/university.

• How could you use comparative advertising?

• Do you think it would be effective?

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Designing Persuasive Communications

• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Primacy• Recency• Order of benefits• Brand name

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Important for learning

Message Structure and Presentation

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Emotional Advertising Appeals

FearHumor

Abrasive advertisingSex in advertising

Audience participation

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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.