Communication and Consumer Behavior
CHAPTERNINE
2© I-Station Solutions Sdn BhdLast Updated:
Learning Objectives
1. To Understand the Role of the Message’s Source in the Communication Process.
2. To Understand the Role of the Message’s Audience (Receivers) in the Communication Process.
3. To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups.
4. To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages.
5. To Understand How Marketers Measure the Effectiveness of Their Promotional Messages.
2Chapter Nine Slide
3© I-Station Solutions Sdn BhdLast Updated:
Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across?
3Chapter Nine Slide
4© I-Station Solutions Sdn BhdLast Updated:
Nonverbal Used for Positioning
4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide
Last Updated: 5© I-Station Solutions Sdn Bhd
Basic Communication ModelFigure 9.2
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide
6© I-Station Solutions Sdn BhdLast Updated:
The Source as the Initiator
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
6Chapter Nine Slide
7© I-Station Solutions Sdn BhdLast Updated:
The Source - Impersonal and Interpersonal Communications
Source Credibility
Reference Groups• Normative• Comparative• Membership• Symbolic
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
7Chapter Nine Slide
8© I-Station Solutions Sdn BhdLast Updated:
The SourceInformal Sources and Word of Mouth
• Informal Sources– Opinion leaders
• Word of Mouth and eWOM– Two-way communication– Social networks– Brand communities– Message boards and
Blogs
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
8Chapter Nine Slide
9© I-Station Solutions Sdn BhdLast Updated:
The SourceWord of Mouth – Strategic Applications
Buzz Agents
Viral Marketing
Tackling negative rumors
9 9Chapter Nine Slide
10© I-Station Solutions Sdn BhdLast Updated:
Discussion Questions
How have informal sources affected your decision as a consumer?
Which informal sources are the most powerful? Why? When?
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide
11© I-Station Solutions Sdn BhdLast Updated:
The SourceCredibility of Formal Sources
Institutional advertising
Publicity
Endorsers
11 11Chapter Nine Slide
12© I-Station Solutions Sdn BhdLast Updated:
Discussion Questions
Who do you consider credible spokespeople?
Why?
Can you think of certain ads with credible spokespeople?
Ads with spokespeople who are NOT credible?
12Chapter Nine Slide
13© I-Station Solutions Sdn BhdLast Updated:
Why Are Consumers Likely to Perceive This Ad as Credible?
13Chapter Nine Slide
14© I-Station Solutions Sdn BhdLast Updated:
A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a Hedonistic Product.
14Chapter Nine Slide
15© I-Station Solutions Sdn BhdLast Updated:
Credibility of Formal Sources Endorser Effectiveness
15 15Chapter Nine Slide
16© I-Station Solutions Sdn BhdLast Updated:
Credibility of Formal Sources Other Credibility Sources
16 16Chapter Nine Slide
17© I-Station Solutions Sdn BhdLast Updated:
The Receivers as the Target Audience
Personal characteristics and motives
Involvement and congruency
Mood
Barriers to communication• Selective exposure to messages• Psychological noise
17Chapter Nine Slide
18© I-Station Solutions Sdn BhdLast Updated:
Overcoming Psychological Noise
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
18Chapter Nine Slide
19© I-Station Solutions Sdn BhdLast Updated:
Media (Channel)
Mass Media
Nontraditional (New) Media is:
19 19Chapter Nine Slide
20© I-Station Solutions Sdn BhdLast Updated:
The Shift From Traditional To Nontraditional Advertising - Figure 9.5
20 20Chapter Nine Slide
21© I-Station Solutions Sdn BhdLast Updated:
Nontraditional Media
Out-of-home and On-the-go• Advertising screens in buildings and transit• Digital billboards on roads• Ambient advertising (in new places)
Online and Mobile• Includes consumer-generated media• Narrowcast messages
Interactive TV (iTV)
21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
21Chapter Nine Slide
22© I-Station Solutions Sdn BhdLast Updated:
Media (Channel)
Congruence with message• Addressable advertising• Branded entertainment
22 22Chapter Nine Slide
23© I-Station Solutions Sdn BhdLast Updated:
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
WordplayUsed to create a double
meaning when used with a relevant picture
Designing Persuasive Communications
23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Message Structure and Presentation
Chapter Nine Slide
24© I-Station Solutions Sdn BhdLast Updated:
Which Advertising Technique Is Used in Each Ad, and How So?
24 24Chapter Nine Slide
25© I-Station Solutions Sdn BhdLast Updated:
Resonance
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
25Chapter Nine Slide
26© I-Station Solutions Sdn BhdLast Updated:
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
Positive framingNegative framing
Designing Persuasive Communications
26
Message Structure and Presentation
Chapter Nine Slide
27© I-Station Solutions Sdn BhdLast Updated:
Resonance
Message framing
One-Sided versus Two-Sided Messages
Order Effects
Depends on nature of the audience and nature of competition
Designing Persuasive Communications
27
Message Structure and Presentation
Chapter Nine Slide
28© I-Station Solutions Sdn BhdLast Updated:
•Resonance•Message framing•One-Sided versus Two-Sided Messages•Order Effects
PrimacyRecencyOrder of benefitsBrand name
Designing Persuasive Communications
28
Message Structure and Presentation
Chapter Nine Slide
29© I-Station Solutions Sdn BhdLast Updated:
Comparative
Fear
Humor
Abrasive
Sex
Audience participation
Timely
Celebrities
Advertising Appeals
29 29Chapter Nine Slide
30© I-Station Solutions Sdn BhdLast Updated:
Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used?
30Chapter Nine Slide
31© I-Station Solutions Sdn BhdLast Updated:
Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases
31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide
32© I-Station Solutions Sdn BhdLast Updated:
Which Two Advertising Appeals Are Shown in This Ad?
32Chapter Nine Slide
33© I-Station Solutions Sdn BhdLast Updated:
Humor and Fear Appeal
33Chapter Nine Slide
Last Updated: 34© I-Station Solutions Sdn Bhd
Types of Celebrity AppealsTable 9.6
34Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
34Chapter Nine Slide
35© I-Station Solutions Sdn BhdLast Updated:
Discussion Questions
You are a marketer for your college/university.• How could you use comparative advertising?• Do you think it would be effective?
35Chapter Nine Slide
36© I-Station Solutions Sdn BhdLast Updated:
Feedback Determining Effectiveness
36Chapter Nine Slide
37© I-Station Solutions Sdn BhdLast Updated:
Feedback Determining Effectiveness
Exposure• People meters
Message Attention, Interpretation, and Recall• Physiological measures• Attitudinal measures• Recall and recognition measures
37Chapter Nine Slide