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Chapter 8Communication and Consumer

Behaviour

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc. 8-2

Opening Vignette What is Mad Cow Disease?

- communication is the key to changing attitudes- Communication can be written, verbal, visual

or a combination of all three


What is Communication?

The transmission of a message from a sender to a receiver via a medium of transmission.


Elements of 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


Medium can be:– Impersonal (mass media)– Interpersonal (with salesperson or a friend)– Interactive (direct feedback possibility exists)



Factors That Affect The Communication Process

Characteristics of the source Message characteristics Characteristics of the receiver Characteristics of the medium


Issues in Credibility

Credibility of Informal Sources– Opinion leaders

Credibility of Impersonal, Neutral Sources Credibility of Marketer-Related Sources Credibility of Spokespersons and Endorsers Sleeper Effect


Endorser Credibility Is High When

Match exists between product attributes and endorser attributes

Match exists between demographic characteristics of target audience and endorser

The product lies within the competence of the endorser


Endorser credibility – Cont’d

Endorser credibility is not a substitute for corporate credibility

Is important when message comprehension is low


Sleeper EffectSleeper Effect

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

Differential decay: memory of negative cues disappear faster than the message itself

Source is forgotten before the message


Message Characteristics

Message Credibility – Reputation of the retailer– Consumer’s previous experience with product– Reputation of the medium


Message Characteristics- cont’d

Message Structure and Presentation– Resonance or wordplay– Message Framing: positive or negative– One-sided versus Two-sided Messages– Comparative Advertising– Order Effects– Repetition


Message Characteristics- cont’d

Advertising Appeal Used– Factual or Emotional

Types of Emotional Appeals– Fear– Humor– Abrasive advertising– Sex in advertising



Characteristics of the Target Market

Demographic Characteristics Involvement and Congruency

– central route to persuasion for high involvement products

– peripheral route to persuasion for low involvement products

Mood


Characteristics of the Medium - Newspaper

Access to large audiences

Effective for local reach

Flexible Fast Feedback possible

through coupon redemption, etc.

Not selective Short message life Clutter Cost varies based on

ad size and vehicle circulation


Characteristics of the Medium - 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


Characteristics of the Medium - Television

Large audiences possible

Appeals to many senses

Emotion and attention possible

Demonstration possible Very high costs overall 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


Characteristics of the Medium - Radio

High geographic and demographic selectivity

Short lead time Relatively

inexpensive Good local

coverage

Short exposure time Audio only High clutter Zapping possible Delayed feedback

through day-after recall tests


Characteristics of the Medium - Internet

Potential for audience selectivity

Customized tracking possible and other feedback tools possible

Useful for branding and reinforcement of messages

Demographic skew to audience

Very high clutter Zapping possible Great variation in

pricing Privacy concerns


Characteristics of the Medium –Direct Mail

High audience selectivity

Personalization possible

Novel, interesting stimuli possible

Low clutter

Perception of junk mail

Feedback possible through response

High cost per contact


Characteristics of the Medium –Direct Marketing

Development of databases

High audience selectivity

Relatively free of clutter

Privacy concerns Measurable responses Cost per inquiry, cost

per sale, revenue per ad can be calculated



Barriers to Communication

Selective Perception– Wandering, Zapping, Zipping, and Channel

Surfing – Combat with Roadblocking

Psychological Noise– Combat with repeated exposures, contrast in the

copy, and teasers


Communication and Marketing Strategy

Establish communication objectives Select target audience Choose the best media Develop suitable message strategies

– Match message with audience characteristics– Develop suitable message structure, presentation– Develop suitable message appeals

Reduce barriers to effective communication Measure effectiveness of marketing

communications

Business

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